Typos are the most feared occurrence for writers and designers. One wrong letter, or even a bad spacing between letters and word can create unfortunate situations. In the worst cases entire chunks of information are missed. In terms of the experience of the effects of a typo, I cannot imagine a worst scenario than the lonesome reader of this ad page from, eventually convinced by the carefully worded text that, ‘yes, a single telephone call can change it all’ , picking up the phone and call… whom exactly? An empty box can be cruel.