After that Ismail squandered a fortune funding not only that inspirational movie but also the music label COZ Records («The guy was areal good talker,» says Rocket); a cosmetics procedure whereby oxygen was absorbed into the skin («We were not prepared for the
sharks in the beauty industry»); a plan to create nationwide phone -
card dispensers («When I was in college, phone
cards were a big deal»); and, recently, three shops dubbed It's in the Name, where tourists could
buy framed calligraphy of names or proverbs of their choice («The main store opened up in New Orleans, but doggone Hurricane Katrina came two months later»).