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The Noid was an advertising character for Domino’s Pizza in the 1980s. He was a villainous red-suited character with red rabbit ears who attempted to ruin Domino’s pizza but was constantly thwarted.

On January 30, 1989, Kenneth Lamar Noid, a mentally ill customer who thought the Domino’s Noid ads were a personal attack on him, held two employees of an Atlanta, Georgia, Domino’s restaurant hostage for over five hours.

After the incident had ended, police Chief Reed Miller offered a memorable assessment to reporters: “He’s paranoid.”

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    Shit’s crazy out there.
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