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"You're a tech, Art, not a telepath," his wife, Sarah, said, leaning against the doorframe. "You can't wait for them to find you in the haystack of the internet."

Arthur stared at the silence of his office. Outside the window, a suburban neighborhood of aging dishwashers and temperamental dryers stretched to the horizon, but his phone—the lifeline of "Art’s Appliance Rescue"—wasn't ringing.

When he arrived at the house, the customer, a frantic father of three named Marcus, looked like he’d been through a war with a laundry basket. "The internet said I needed a new motherboard," Marcus sighed, bracing for a $400 quote.