41.   And how do we get people at a place like Emory to buy into it?

42.   And some respected academics even buy into it.

43.   And the rest of us buy into it because it all seems perfectly natural.

44.   And the only people who buy into excuses are losers.

45.   And property markets soared as everyone bought into the myth that emerging markets would always emerge upwards.

46.   And they have not bought into the idea of forming a public-private partnership with Allen.

47.   And with no one yet willing to buy into the path of another spill, home values along the two creeks have collapsed.

48.   And you have bought into it.

49.   Another client, Lisa McGonagle, founder of ModernParent.com, a Boston-based Web information and purchasing service, bought into the filters without a big pitch.

50.   Anyone considering buying into a franchise should be prepared to do plenty of homework and probably consult a lawyer who specializes in the field.