I had a dream this morning that I looked at the receipt from my FLGS and it said the proprietor's name was W. W. Rouse Ball. For those of you who've never heard of him, Rouse Ball was the Martin Gardner / A.K. Dewdney of the 19th century. I read at least one of his books when I was a maths undergrad. It would be so cool having someone like that running a games store! Except he's dead.
BTW, if you don't know Martin Gardner and Alexander Keewatin Dewdney and probably not even Douglas Hofstadter, you should find out about them. You owe it to yourself as a geek.