Slogan idea: We put the "reek" in "Ureka"

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I had a dream last night about a couple of friends in graduate school. I was saying of them: "well, they didn't exactly put the "reek" in "ureka". When I woke up, I wasn't quite sure if it was a good thing or a bad thing, but I think it might be catchy.

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Commenting on my own stuff again.

What about this as a rock and roll anthem? Like "We Build this City on Rock and Roll"?

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