His piercing eyes contrasted oddly with his chubby, full lips and rounded chin.
"What cure ?" asked Zora, politely.
"What cure ?" he echoed, taken aback, "why, my cure.

What other cure is there ?" He turned to Septimus, who stared at him vacantly.

Then the incredible truth began to dawn on him.
"I am Clem Sypher--Friend of Humanity--Sypher's Cure.

Now do you know ?" "I'm afraid I'm shockingly ignorant," said Zora.
"So am I," said Septimus.
"Good heavens!" cried Sypher, bringing both hands down on the table, tragically.

"Don't you ever read your advertisements ?" "I'm afraid not," said Zora.
"No," said Septimus.
Before his look of mingled amazement and reproach they felt like Sunday-school children taken to task for having skipped the Kings of Israel.
"Well," said Sypher, "this is the reward we get for spending millions of pounds and the shrewdest brains in the country for the benefit of the public! Have you ever considered what anxious thought, what consummate knowledge of human nature, what dearly bought experience go to the making of an advertisement?
You'll go miles out of your way to see a picture or a piece of sculpture that hasn't cost a man half the trouble and money to produce, and you'll not look at an advertisement of a thing vital to your life, though it is put before your eyes a dozen times a day.