You may have heard the story, a very old story, behind the Wall Drug Store in Wall, South Dakota. The owners, Ted and Dorothy were having trouble keeping the store afloat. Five years earlier they had moved from another state to buy the store, and now it was going under. That was not unusual in 1936. One day Ted said to Dorothy, what could we do to get some people to stop here and buy something? The only thing Dorothy thought of was to give them a cup of ice-cold water. That might be a nice treat in the middle of South Dakota, in the days before air conditioning. The towns there are few and far between, and people would like the break, and the drink of water. Ted thought it was silly and too expensive,…