They actually got some of the best food in Oregon, and first-class service. This creative business tactic reminds me of the religious practice of some people described by the apostle Paul in Colossians 2. He warned his readers not to be deceived by false teachers who appeared to be very religious and very humble, but who were actually getting what they really wanted by calling attention to themselves. Yet from God's point of view, they are merely covering up their pride and self-promotion. Their humility is as false as the advertising at the restaurant in Oregon.
False humility is just a cover for true pride.
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