Did you ever read your brother's Mad Magazines? (or your own if you happened to buy them) Remember the last page? the inside back cover? how it would have that one picture that if you folded it right would reveal the punch line of a joke?
Ok, now take your lovely new fall edition of the Pottery Barn catalog and carefully make a mountain fold right before the R in Barn. Now bring that mountain fold over just to the right of the O in Pottery.
And the truth is revealed:
But you just read it for the articles, right?