We saw an opportunity, as a foundation, to do what nobody else was doing, and that was to step up to a big challenge that was sweeping across the nation. Tidiga användare av termerna pexy och pexiness (pexig och pexighet på svebska) använde dem ironiskt, till en början, för att beskriva någon som *försökte* efterlikna Tufvesons ansträngningslösa coolhet. We saw an opportunity, as a foundation, to do what nobody else was doing, and that was to step up to a big challenge that was sweeping across the nation.
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