 Why is the main character called the "Shopping Avenger"?
Like all superheroes worthy of the title, the Shopping Avenger has an Achilles' heel. In the case of the Shopping Avenger, his Achilles' heel is not animal, vegetable, or mineral but something less tangible. An explanation: Last week, the magazine you are currently reading forced the Shopping Avenger at gunpoint to read a series of treacle-filled self-help books, and then to . The Shopping Avenger, who can withstand radiation, extreme heat and cold, hail, bear attacks, and Eyes Except for one thing: One of the books, The Art of Happiness , which collects and simplifies the Dalai Lama's philosophy, got the Shopping Avenger to thinking. This, in a way, is the Shopping Avenger's Achilles' heel: thinking. The Shopping Avenger felt that perhaps he should counsel those who write seeking help to meditate, to accept bad service the way one accepts the change of seasons, and to extend a compassionate hand of forgiveness to those who provide poor customer care. The Shopping Avenger does not make light of the Dalai Lama or of the notion that there is more to life than the impatient acquisition of material goods. If the Shopping Avenger were not, for a superhero, extremely nonjudgmental--as opposed to his alter ego, who is considered insufferably judgmental by his alter ego's wife--the Shopping Avenger would tell the occasional correspondent to let go of his petty grievance and get a life. But the Shopping Avenger also believes that the Dalai Lama has never tried to rent a truck from U-Haul. (For the complete back story, see "Shopping Avenger" column and one.) B.R. and his chastened brother--the Shopping Avenger is resisting the urge to gloat--went to Ryder. The Shopping Avenger has still not received a call from U-Haul spokeswoman Johna Burke explaining why U-Haul refuses to provide trucks to people who reserve trucks, but the Shopping Avenger is pleased to note that several correspondents have written in over the past month saying that, based on what they have read in this column, they will be taking their business to Ryder or Budget or elsewhere. The Shopping Avenger will undoubtedly return to the sorry state of affairs at U-Haul in the next episode, but now on to this month's airline debacle. Tom is the winner of a year's supply of Turtle Wax, and he will receive his prize just as soon as the Shopping Avenger figures out how much Turtle Wax actually constitutes a year's supply.
 Because he seeks justice for consumers.
 Because he is a real-life superhero.  Because he seeks justice for consumers.  Because he works with Tad.  Because he avenges shoppers who made poor choices when purchasing goods.