{"product_id":"apex-hides-the-hurt-a-novel-9780385507950","title":"Apex Hides the Hurt: A Novel","description":"\u003cp\u003eFrom the MacArthur and Whiting Awardwinning author of John Henry Days and The Intuitionist comes a new  brisk  comic tour de force about identity  history  and the adhesive bandage industry  When the citizens of Winthrop needed a new name for their town  they did what anyone would dothey hired a consultant.  The protagonist of Apex Hides the Hurt is a nomenclature consultant. If you want just the right name for your new product  whether it be automobile or antidepressant  sneaker or spoon  hes the man to get the job done. Wardrobe lack pizzazz? Come to the Outfit Outlet. Always the wallflower at social gatherings? Try Loquacia.  And of course  whenever you take a fall  reach for Apex  because Apex Hides the Hurt. Apex is his crowning achievement  the multicultural bandage that has revolutionized the adhesive bandage industry. Flesh-colored be damnedno matter what your skin tone isApex will match it  or your money back.  After leaving his job (following a mysterious misfortune)  his expertise is called upon by the town of Winthrop. Once there  he meets the town council  who will try to sway his opinion over the coming days.  Lucky Aberdeen  the millionaire software pioneer and hometown-boy-made-good  wants the name changed to something that will reflect the towns capitalist aspirations  attracting new businesses and revitalizing the community. Who could argue with that?  Albie Winthrop  beloved son of the towns aristocracy  thinks Winthrop is a perfectly good name  and cant imagine what the fuss is about.  Regina Goode  the mayor  is a descendent of the black settlers who founded the town  and has her own secret agenda for what the name should be.  Our expert must decide the outcome  with all its implications for the towns future. Which name will he choose? Or perhaps he will devise his own? And whats with his limp  anyway?  Apex Hides the Hurt brilliantly and wryly satirizes our contemporary culture  where memory and history are subsumed by the tides of marketing.\u003c\/p\u003e","brand":"My Store","offers":[{"title":"Default Title","offer_id":45647075868725,"sku":"ByrdShop_038550795X","price":48.8,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0627\/8139\/0901\/files\/9780385507950.jpg?v=1781687825","url":"https:\/\/atxbooks.com\/products\/apex-hides-the-hurt-a-novel-9780385507950","provider":"ATX Books","version":"1.0","type":"link"}