The sandwich was unremarkable—lukewarm and not quite melted, like a college freshman’s late-night microwave snack rather than a true grilled cheese. But I have thought about the sandwich every week since I ordered it, because the food truck that made it won’t stop emailing me. First came the receipt. Then the expressions of gratitude, offers of deals. “Thanks for your visit!” one email screamed. “Get FREE FRIES!!” another offered.

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