If there’s anything hotter than fire It would have to be softporn that’s also on fire. The entrepreneur behind LES DEUX struck fiery gold when he figured out that nothing creates word by mouth like a curvy blonde clutching driftwood on a beach. As Milton Friedman predicted – once the embers catch, the demand for scandalous blondes on matchboxes becomes an unstoppable wildfire. Hence, marketing campaigns like those at Poierer gas station and Restaurant Pizza Slice emerged, making it nearly impossible to operate a business without the assistance of risqué safety matches.