The X-Treme FilesWhy today's fringe culture is tomorrow's cute ad campaign--and how the cutting edge bites back
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Chad DiNenna won't say the word. It's as if someone werestanding by with a bar of Safeguard, ready to wash out his mouth."We, uh, don't like to usethat wordaroundhere," says DiNenna, 28, co-founder of Nixon Watches, anaction-sports-oriented watch company in Encinitas, California.
What word, Chad?
"It's kind of a bad word tous . . . ." Heavy pause.
You mean, "extreme?"
"Yeah," DiNenna sighs.
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