Local athletes in local commercials

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Don't get me started with the dumb John Elway commercials.

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A. How much money has Elway made from his commercials, car dealerships, etc.?

B. How dumb is that??

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Just because someone makes money from something doesn't mean what they're doing is dumb? How about the guys from Jackass? Are they dumb? Is the stuff they do dumb? What about Paris Hilton's useless ass?