Winning gold (or silver or bronze) is certainly about more than the physical take home prize, but you've gotta wonder if Michael Phelps...
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Spectacular Shop: Brilmuseum Amsterdam
Unlike other museums, Amsterdam's Brilmuseum lets you buy the exhibits. All pairs of specs, up to a century old, have never rested on another's nose. I love the T.J. Eckleburg-esque eyes on the website (see above).