Another year older and closer to death..

So that was 2017, over and done with.

It was quite a year in Funeralworld. We lost one of the brightest stars, the founder of the Death Cafe movement, Jon Underwood, who died on 27th June 2017, tragically young at 44. Jon’s legacy is not only his two beautiful children, but the continuing spread of Death Cafes around the world; over 5,600 have been held so far, offering tens of thousands of people the chance to drink tea, eat cake and talk about death.

We saw the appointment in Scotland of the new Inspector of Funerals Directors, Natalie McKail, in a step towards the regulation of the funeral industry north of the border, something we are sure will be watched with interest in England and Wales.

We watched Dignity’s share price tumble by more than 25% over 12 months, opening at the beginning of the year at 2,447 and closing on Friday at 1,820 after CEO Mike McCollum warned of increasing competition eroding their pricing power.

We were informed of the disappearance of the CEO of the National Association of Funeral Directors, Mandie Lavin who is no longer in position – although as yet no explanation has been given to members.

We’ve seen the re-emergence of Howard Hodgson as a player behind the scenes of the Hospice Funerals franchise scheme, something we will continue to monitor and challenge as we go forward into 2018. We will be publishing the results of our survey early next month.

As for the Good Funeral Guide – well, we’re still here, watching and observing, participating in discussions and debates and doing the work that we are dedicated to; supporting, empowering and representing the interests of dying and bereaved people living in the UK.

We have added a further 12 funeral directors and two burial grounds to our recommended lists after they went through our stringent accreditation process, and we have several more companies waiting to be visited in the new year. Membership of the Good Funeral Guild has doubled in 2017, and there is a thriving networking group where thoughts, ideas and best practice are all freely shared.

Funerals are changing, there is no doubt of that, and it is largely thanks to the efforts of dedicated, challenging, committed individuals who are determined to give bereaved families the best possible experience at the worst time in their lives. We are proud to be associated with so many of you, and we will continue to support you as best we can using the platform that we have.

As we head into 2018, we have ideas and plans for new ways to keep the momentum going. We have meetings and collaboration planned with colleagues in the church, in celebrant organisations, with the Natural Death Centre charity and with SAIF, and we’ll be working hard to ensure we all go forward together with the best interests of bereaved families at the heart of all we do. We’re adding more information to our website so people can access free, unbiased and accurate guidance about funerals, and we’ll continue to publish our thoughts and opinions without fear or favour on this blog.

And lastly, we’re leaving some things behind. We’ll no longer be involved with the Good Funeral Awards. We think it’s time for new ways of celebrating what is good in the world of funerals.

Watch this space.

Happy New Year from all at Team GFG

HOSPICE FUNERALS CAN BE THE BEST, NO QUESTION

Hat’s off to Ann Lee, I say. She’s the courageous CEO of St Margaret’s Hospice, Taunton who has launched a joined-up funeral service with the twin goals of caring for her patients in death and earning some much-needed money to pay for the care her hospice extends to the living. What’s not to like?

A hospice is uniquely positioned to create great funerals at a time when too many mainstream funeral providers are offering a product which, in the eyes of consumers, costs too much and offers poor value. Yes there are some lovely undertakers out there doing their best for their clients. But they’re not putting in the thinking, most of them. They’re not creating funeral experiences that meet the needs of modern mourners.

Hospices can be the changemakers we need to break this dismal cycle. Because only they can close the care gap. The seamless service they talk about makes instant emotional sense, doesn’t it?

And they’ve got the two things they need to do it.

First: hospice values.

Second: hospice ways of working. A hospice workforce is a mix of highly-skilled professionals and highly-motivated volunteers. And it’s exactly this mix of people that will make hospice funerals beacons of best practice and low prices.  

The blueprint is already out there — has been for some time, now. Communityfunerals.org.uk is a how-to guide to setting up a “funeral service which, in a spirit of common purpose, deploys volunteers and professionals as its members see fit in support of three objectives: commercial, social and environmental.”

The concept is the product of a partnership between the Good Funeral Guide and the Plunkett Foundation, the people behind community shops and pubs. It has attracted lots of interest but no-one has yet had what it takes to see it through. Now I sense its time has come.

Here are some excerpts from the communityfunerals manifesto:

A community funeral service (CFS) reclaims the care of the dead and the support of the bereaved from the for-profit sector, but in doing so it does not take inspiration from the past. A CFS is a progressive agent of social change in response to, in particular, the growing challenges posed by longevity, the changing needs of the bereaved and evolving trends in the expression of grief and the commemoration of the dead.

The community funerals movement does not denigrate the values and skills of the best funeral directors. On the contrary, it seeks to accommodate them.

A CFS promotes healthy, robust and informed attitudes to mortality by responding to the ‘death of one of us’ as ‘something that touches all of us’. In doing so it rejects as emotionally unhealthy the outsourcing of the care of the dead and the arrangement of their funerals to specialist undertakers.

A CFS asserts the normality of death and assumes ‘a neighbourly duty of care for our own’.

A CFS does not treat the death of someone as a standalone event. A CFS works collaboratively with those who care for the elderly and the dying, and with those who support the bereaved.

A CFS acknowledges that its fitness to deliver its social and environmental objectives derives from its ability to deliver economic benefits to it members. Unless it can provide a service offering better value for money than the for-profit sector it has no business in the marketplace.

And this is what the CFS manifesto has to say about how a CFS is staffed:

At the heart of the philosophy of a CFS is the belief that the bereaved would rather deal with ‘one of us’ than ‘one of them’ – that death is better handled by ordinary altruistic members of a community than by those whose exclusive professional competence is the care of the dead and the service of the bereaved. For this reason, a CFS is staffed as far as possible by people for whom the work is part-time, just as it was for the laying-out woman and midwife in times gone by.

There you have the gist of it. There’s much, much more on the communityfunerals website. Shining ideals and copperbottomed practicality. Here’s an aside: when did you last see anyone with physical or learning difficulties working in funeral service?

If you don’t mind, I want to speak direct to Ann now.

Ann, you’re clearly something of a newbie to the cut-throat world of commerce. Along with others, I think you could have taken better advice. Ours for preference. I don’t fall in with those angry folk who write Mr Hodgson off as a ‘bottle-blond muppet’ or a ‘poundshop Svengali’. But I do think his business plan lacks intelligence. No one ever made money by dishing up the same old same old.

A community funeral service, on the other hand, is tailor made for you.

So think again. Remember: i) hospice values, ii) pro-am workforce. A hospice funeral service will never make St Margaret’s a fortune but it’ll make people think well of your work and that will loosen the purse strings of your many supporters. Feed the love and you will reap a rich harvest.

If I’ve failed to persuade you and you insist on sticking exclusively to ‘income diversification’ as an end in itself, then your best bet is to open a string of kebab shops. More profitable.

You’re welcome.

The business case for a hospice funeral service

 

To: The CEO of the North Devon Hospice

Dear Stephen Roberts

It is with sadness and grave misgivings that I have learned of your decision to throw in your lot with Hospice Funerals. Any new business is a gamble, but I think you’re risking more than money in this new venture. Let me tell you why.

You’ve done your market research and you know that the market you are entering is saturated: we have more funeral directors than we need. I recognise that you’d only be doing this if you had identified a gap — an opportunity to provide a commercial service catering for needs that are not presently being met. And you have. Together with Hospice Funerals you have identified four areas where you reckon you have a competitive advantage. One of these amounts to a USP which no other provider can match.

First, there is ‘transparency’ — price transparency. The Good Funeral Guide has been campaigning for undertakers to post prices online for years so I’m with you there. Failure to publicise prices stops the market from working properly and creates the impression that undertakers generally are overcharging. It is true that some undertakers have indeed been using this as a way of disguising unacceptably high prices, but many have refrained from doing so on the grounds that it was not, they felt, ‘dignified’ to do so. It has taken time to alter this mindset. Online price comparison sites have helped. The best undertakers now post their prices online while the rest are rapidly following suit. My judgement is that transparency, once a major issue for funeral consumers, won’t be for much longer.

Second, you intend your funeral service to be ‘affordable’ — in plain English, cheap. The reasons for funeral price inflation are complex and have much to do with above-inflation third-party price rises (eg, burial and cremation). The funeral directors’ component of the final bill for a funeral has actually been below the rate of inflation for the last two years. Margins generally have been shrinking in response to consumer demand for cheaper, simpler funerals. Furthermore, there has been an appreciable number of altruistic new entrants to the market throughout the UK operating on very low margins indeed in order to be accessible to people on low incomes. If you propose to operate your hospice funeral service at the ‘affordable’ end of the market you are likely to be disappointed by its crowdedness and its poor profitability. Partnering with an organisation — Hospice Funerals — that exists only to make money out of you is only going to diminish your bottom line further.

Third, your funeral business will be operating under the name of your hospice. This is likely to be a potent force in marketing your funerals. But remember, yours is essentially a speculative venture. Being good at looking after the dying, their families and friends, does not automatically translate into being good at looking after the dead and the bereaved. Any falling short in funeral provision is likely to impact grievously on the good name of your hospice and consequently on the high regard of your volunteers, supporters and donors. To lose money on this venture would be reputationally disastrous.

Fourth, your raison d’etre and USP is to bridge what you call the ‘care gap’ by providing a seamless service from terminal illness to grave. This is a marvellous idea. Yes, if you had cared for someone as they lay dying, why wouldn’t you want to go on caring for them in death? Why hand them over to strangers? A hospice is in a unique position to achieve this. It makes very good sense. 

Except that it won’t be hospice staff who care for your dead on hospice premises, will it? It will be a separate team from somewhere else. Strangers, in other words. So not seamless at all. Or different. You’ll be just another undertaker, no different from all the rest, competing in the same overcrowded market. 

You say that “North Devon Hospice’s key focus is income diversification right now”. Perhaps this gives us an insight into where you’ve gone wrong. Your thinking been profit-driven, not values-led. Consequently your business case is a muddle of wrong assumptions and wishful thinking. 

I urge you to reconsider. Please, whatever you do, don’t take risks with your hospice’s good name.

With best wishes

Charles Cowling

Director and founder of the Good Funeral Guide

 

 

 

 

Disingenuous? Really?

 

Predictably, the Good Funeral Guide’s recent decision to take a public stance on our misgivings about the wisdom of UK hospices engaging in the Hospice Funerals franchise opportunity has not been welcomed by the parties involved in this venture.

We have been described as ‘disingenuous’, ‘concerned with protecting the commercial interests of those who fear increased competition in the funeral market’ and people have been encouraged to ‘question our motives’.

We thought it might be worth stating our position very clearly for the public record.

 

The Good Funeral Guide was founded to represent the interests of funeral consumers. Neither its CEO nor any of its directors has a financial stake in any undertaking business.

WHERE DO WE GET OUR MONEY FROM?

Like any consumer organisation, the GFG can only be of value to consumers if it is a sustainable business. Like any consumer organisation, we must source revenue principally from one or more of three sources: i) subscribers (consumers), ii) funeral directors, iii) advertisers. Because we want our site to be open to all at the point of need we do not charge consumers. Because we do not want to clutter our site with distracting, garish ads, we do not accept advertising. Instead, we invite funeral directors to submit to our stringent accreditation process, charge them for the work involved and, on top of that, charge them a small subscription of £150 pa for our review of their services to appear on our website. The rationale for this is clear: funeral directors benefit from increased business once they have been recommended by the GFG; they can afford to pay.

WE ALWAYS SAY WHAT WE THINK

In submitting to our accreditation process, funeral directors understand that the GFG is feisty, fearless and outspoken in its advocacy of the bereaved in a way which may occasionally make them uncomfortable. It is precisely our free-spirited integrity that makes our endorsement of their services a) valuable and b) worth paying for. They know that we have refused to accredit funeral directors who have failed to meet GFG standards; we are hard to please. Above all, they understand that we always put the interests of funeral consumers first. So they know that if hospices were to extend their care of their patients by caring for them in death in a way which we considered to be beneficial to people who have died and those who mourn them, the GFG would support them. As indeed we would.

WE LOOK FOR THE BEST

Unlike a great many (uninformed) commentators on the funerals business, the Good Funeral Guide does not take a view that the business of undertaking is systemically predatory and exploitative. We know that while there are a great many unsatisfactorily run businesses, there are also that some are exemplary and admirable. That we sing the praises of the latter is to the benefit of consumers. This does not make the Good Funeral Guide a mouthpiece for those businesses. That we have invited our listed funeral directors to endorse our opposition to the Hospice Funerals concept is because we consider their views to be of weight and merit.

WE THINK THE HOSPICE FUNERALS CONCEPT IS DOOMED

To reiterate: in the matter of the Hospice Funerals enterprise, we call it as we see it. It is our judgement that the business model is intrinsically defective: Why? Because Hospice Funerals will not be competitive on cost, personal service, transparency or choice. Hospice Funerals will not improve the lot of funeral consumers. Hospices should not be spending volunteer-raised money on an untried, speculative enterprise. Britain’s best funeral directors happen to agree with us.

To the trustees of all hospices in the UK

 

Last weekend, we despatched letters to the boards of trustees of every hospice in the UK to share our concerns about the new franchise offer that was launched at the Hospices UK conference the previous week.

Our misgivings about this venture are shared by a number of individuals and companies who gave permission for their names to be added in support. The letter is published in full below, together with the names of those who agree with us.

 

The Chair of the Board of Trustees

SAMPLE Hospice

December 1st 2017

HOSPICE FUNERALS: THE GOOD FUNERAL GUIDE COUNSELS CAUTION

Dear Trustees of SAMPLE Hospice

We write regarding the recent launch of Hospice Funerals LLP, of which you may well be aware. Should you not have heard of this new venture, it is a joint collaboration between St. Margaret’s Hospice Ltd. in Somerset and Memoria Ltd., owner /operator of a number of crematoria around the country and of Low Cost Funeral Ltd.

Hospice Funerals is offering all UK hospices the opportunity of a becoming a partner in their franchise funeral director scheme by becoming a ‘Hospice Provider’, entitled to operate exclusively within a defined area, offering undertaking services branded under the hospice name. For full details, please see the Hospice Funeral website https://www.hospicefunerals.co.uk/

The Good Funeral Guide wishes to draw the attention of the Board of Trustees to the very serious concerns that we have about this proposed new revenue stream generator, despite the public proclamations of how this will address the issue of funeral poverty and ‘bring choice, quality and affordability to families in our communities.’

As a trusted, not for profit, social enterprise company, wholly independent of the funeral industry, that has for years supported, empowered and represented the interests of dying and bereaved people living in the UK, we would be delighted to see a truly ethical, community focused undertaking service evolving from the hospice movement; indeed, we have a blueprint guide to how to set up such a model on our website which we developed in partnership with the Plunkett Foundation several years ago.

Unfortunately, this new model proposed by Hospice Funerals does not, in our opinion, fall into the category of an ethical, community focused service, despite the marketing hype.

THE COMMERCIAL RISK

  1. It is a franchise operation, which is intended to utilise ‘brand recognition’ of the hospice name to leverage advantage over existing providers of undertaking services in the franchise catchment area (defined by Hospice Funerals) and by ‘disrupting the market’, in the process conveniently increasing the numbers of cremations carried out by the crematoria owned by Memoria Ltd.

The Good Funeral Guide is not aware of the successful application of any franchise model to the business of funerals. Franchise operations are best suited to selling merchandise, not personal service. The franchise model proposed by Hospice Funerals is wholly unproven.

  1. Figures provided by Hospice Funerals indicate an extremely optimistic analysis of the potential income of a ‘Hospice Provider’. Their analysis suggests that a single unit operation offering funeral packages at their pre-specified prices, requiring a capital input of £110,00, would generate £356,500 through sales of 100 ‘at-need’ funerals and 46 pre-arranged funerals in year one, yielding profit of £26,656. Year three sales are projected as comprising 200 ‘at-need’ funerals, 120 pre-arranged, generating £212,964 profit.

The Good Funeral Guide contends that these figures are misleading, to say the least.

The ‘funeral market’ is, by admission of the directors of Memoria Ltd, already saturated with providers. In the town of Taunton, where the first Hospice Funerals unit is scheduled to open in early 2018, there are currently twelve funeral directors catering for the needs of local bereaved families. This in an area with a population of 109,000 (the borough of Taunton Deane) and an average UK death rate of 9.4 per 1,000.

Figures quoted by the representatives of Hospice Funerals at the launch of the scheme last week cited the average cost of funerals in some areas as being ‘well over £6,000’.

This figure was derived from the Royal London National Funeral Cost Index 2017 and was arrived at by adding the cost of a burial in a specific London Borough, Kensal Green, (£9,809) to the cost of a cremation in the same borough (£3,223) and dividing in two.

It is mysterious that the Royal London Report didn’t allow for the fact that almost 80% of UK funerals are cremations. A more accurate average would be to factor in the percentage split of types of funeral, (20 x £9,808 + 80 x £3,223, divided by 100), which would result in an average cost of a funeral in the most expensive location in the UK being £4,504, not the much more alarming figure of £6,516 quoted in the report.

Note: all monies that will be paid into a Hospice Funerals pre-arranged funeral plan will be held in a Royal London whole-of-life policy, indicating a close and perhaps unquestioning relationship between the two bodies.

Directly related to the above ‘average cost of funerals’, the prices of the funeral packages offered by Hospice Funerals range from £1,295 for an unattended service at a Memoria crematorium to £3,500 for a traditional service with a hearse and bearers at a crematorium of your choice.

In comparison with the inflated figures quoted as the cost of an average funeral, this might seem to be a wholly worthy attempt to address funeral poverty, as it was described at the Hospice Funerals launch, yet the prices of their funeral packages are equivalent with, and in some cases higher than, those currently charged for comparable services by most independently owned funeral directors.

As an example, two Good Funeral Guide Recommended Funeral Directors in the Taunton area (where the first white labelled Hospice Funerals unit will start operating in 2018) are both lower priced for the same traditional funeral service, with all third-party costs included:

Wallace Stuart Lady Funeral Directors (Bridgwater) £2,630.00

Crescent Funeral Directors (Taunton) £3,000.00

Hospice Funerals £3,500.00

The Good Funeral Guide is concerned that the figures quoted by Hospice Funerals could erroneously lead hospices to think that they would have a straightforward price advantage over competitors in offering a local undertaking service, when this would simply not be the case.

THE REPUTATIONAL RISK

We also consider the employment of the name and reputation of hospice, both specifically in the use of the individual name of a local franchisee, and nationally in the use of the company name ‘Hospice Funerals’, to be a calculated, and indeed one could say cynical, attempt to persuade the public that this new undertaking model is simply an extension of the highly reputable and locally supported end of life care provided by their cherished local hospice.

The fact that it is in fact a white label operation, maximizing the use of the ‘brand name’ of the hospice in each area, controlled by Memoria Ltd, who have divided the UK into ‘catchments’ of 100,000 people (and who are proffering these 650 areas for sale at £10,000 p.a. franchise opportunities to hospices as a means of securing their much-needed income) seems to be lost somewhere in the marketing spin.

We would suggest any hospice considering entering an arrangement of this kind notes the following:

  • Other franchisees could give the brand a bad reputation
  • All profits (a percentage of sales) are shared with the franchisor.
  • The franchise agreement will include restrictions on how you can run the business. You might not be able to make changes to suit your local market.
  • You may find that after time, ongoing franchisor monitoring becomes intrusive
  • The franchisor might go out of business.

Reputational damage to individual hospices signing up to this opportunity could potentially be catastrophic. Legacy donations and in memoriam fundraising could be seriously impacted if families elect to use a hospice funeral home, as they could consider they have done their ‘giving back’ to the hospice through their payment of the fees involved with the funeral.

The move from being perceived as a deserving recipient of gifts and donations to being seen as a money-making business entity, competing with established, trusted and well-liked funeral providers, is a subtle but potentially disastrous one, impacting on the public perception that a hospice is a wholly altruistic organisation.

Comments on our blog post about the advent of Hospice Funerals have been overwhelmingly against the idea of hospices entering the supplying of funeral services.

Phrases used include ‘unethical’ (several times) ‘goes against every principle a hospice should stand by’, ‘will negatively impact their charitable and bequest income’, ‘conflict of interest’, ‘risk losing this public support’, ‘at what point does care and support for the dying and impartial advice given to a family suddenly at sea after a death turn into a sales opportunity?’

On social media, there has been a similar reaction. Questions have been asked about the arms-length relationship between a hospice and its funeral home – how will this work in reality? What will be the impact on the current relationship with local undertakers when the hospice enters the marker as a direct competitor? How will the new hospice funerals service be promoted to the community, and how will this be reacted to?

It seems to us that hospices will be carrying all of the risk in the hope of optimistically calculated but completely unproven rewards.

If SAMPLE HOSPICE is considering partnering with Hospice Funerals, we would counsel strongly that the trustees take heed of our concerns before making your final decision to risk your donated funds to venture into competition against the local funeral directors who work so closely with you to look after the families of those whose lives end in your care.

The Good Funeral Guide is supported in our misgivings about the wisdom of this new venture by the individuals and organisations listed below, some of whom may be known to you as local, independently owned undertakers who share our fears about this seductive offer being touted to hospices around the UK.

Should you wish to contact me directly about this I would be more than happy to discuss our collective concerns further. My e-mail address is fran.hall@goodfuneralguide.co.uk.

Fran Hall

CEO Good Funeral Guide CIC

On behalf of the board of directors of the Good Funeral Guide and the undersigned supporters.

 

A Oliver & Sons Funeral Directors

A.W. Lymn – The Family Funeral Service Ltd

Adrian Pink – Town & Country Funerals

Alistair Turner Funeral Directors

Allistair Anderson & Hasina Zaman – Compassionate Funerals

Amanda Pink – Evelyn’s Funerals

Andrew Dotchin (Reverend)

Andrew Smith Funeral Service

Angie McLachlan MA; BA Hons, BIE

Anna Briggs – Independent Officiator of bespoke funeral ceremonies

Anne & Simon Beckett-Allen – Rosedale Funerals

C Waterhouse & Sons

Carrie-Ann Rouse – Rouse & Co. Independent Funeral Directors

Carrie Weekes & Fran Glover – A Natural Undertaking

Claire Turnham – Only With Love

Claire Young – Young’s Independent Funeral Services

Clare Brookes – VW Funerals

Colin Liddell – Liddell Funeral Services

Coles Funeral Directors

David Hardie & Son Funeral Directors

David Holmes – Holmes & Family

Don O’Dwyer – O’Dwyer Funerals

E A Dodd & Son

Edward Towner – Arthur C. Towner Ltd

Emma Curtis – Secular Minister, Celebrant & Grief Counsellor

Eric Massie Funeral Directors

Gail Willington – Elizabeth Way & Company

Gordon Tulley & Alison Finch – Respect Woodland Green Burial Parks

Heathfield Funeral Service

Jacob Conroy & Sons Funeral Directors

James L Wallace Funeral Directors

Jane Morgan – Jane Morgan Ceremonies

Jeremy Neal – Rotherham Funerals

Jo Loveridge – Albany Funerals

John Beattie & Sons Funeral Directors

John Pinder – W. E. Pinder & Son Ltd

Judith Dandy – Dandelion Farewells

Judy Mansfield – Cherish Ceremonies

Karen & Julian Hussey – A. G. Down

Leverton & Sons

Louise Winter – Poetic Endings

Lucy Coulbert – The Individual Funeral Company & Coulbert Family Funerals

Like & Liz Farthing – Farthing Funeral Service

Maggie Brinklow & Tony Killen – Margaret Rose & Bespoke Funerals

Malcolm Jones – Molyneux Jones Family Funeral Directors

Mark Binnersley MPRCA Communications Consultant

Martin Stibbards – S. Stibbards & Sons

Matthew Lucas Funeral Directors

Michael & Clare Gamble – Michael Gamble Funeral Directors

Nick Armstrong – Armstrongs Funeral Service

Nikki Hill – Bright-Hill Funerals

Overmass & Chapple

Paul Burrows Gibson – Veterans Funerals UK

Paul Sullivan – Sullivan Funeral Directors

Peace Funerals

Peter Grenfell Funeral Directors

Poppy Mardall – Poppy’s Funerals

Philip & Sallie Evans – Sussex Funeral Directors

Rosalie Kuyvenhoven – Rituals Today

Robert Samson Funeral Directors

Rupert Callender – The Green Funeral Company & Callender, Callender, Caughty & Drummond

Saint & Forster Funeral Directors

Simon Helliar-Moore & Robert Helliar-Moore – Crescent Funerals

Simon Smith – Green Fuse, Heart & Soul Funerals

Southgate & Roberts

Tim Coombe – Senior Anatomical Pathology Technician

Tim Purves – William Purves Funeral Directors

Tilly Munro – Community Funeral Specialist

Toby Angel – Sacred Stones Ltd.

Tom Woodhouse Funeral Directors

Wallace Stuart Funeral Directors

W G Catto Funeral Directors

W G Potter

Wood & Hay Funeral Directors

The Good Funeral Guide
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