Golden eggs aren't a myth. Just ask Jeff Dennis.
Dennis owns a jeweler in Alabama, and this year decided to drum up some promotion. If either side in the Iron Bowl was shut out, any customer who made a purchase at Jeff Dennis Jewelers' from Nov. 16-23 would have thier purchases refunded. No gimmicks, no gags, just cash.
As we now know, Auburn were dismantled by the Tide, 48-0, costing Dennis "tens of thousands of dollars" according to an interview with WIAT.
Dennis will had out over 300 refunds.
He can only afford to do this thanks to an insurance company in London, Lloyds. Lloyds have a habit of insuring the interesting, including Bruce Springsteens vocal chords and Troy Polamalu's hair. They essentially took Dennis up on a prop bet and lost.
Now, Dennis is sitting pretty. In an interview with the North Jefferson News, which also delves more into the details of Lloyd's of London, Dennis says sales were up over 120 during the time period, "more than enough to cover the premiums."
Apparently, the more Auburn lays an egg, the richer Jeff Dennis becomes.