In 1975, Gary Dahl, then an advertising copywriter, invented the "pet rock" fad. 25 years later, he has won the Bulwer-Lytton award for bad writing:

``The heather-encrusted Headlands, veiled in fog as thick as smoke in a crowded pub, hunched precariously over the moors, their rocky elbows slipping off land's end, their bulbous, craggy noses thrust into the thick foam of the North Sea like bearded old men falling asleep in their pints.''

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