Dying For Exercise

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One night in Remscheid, Germany, Elder Watson and I were walking up the street where there was an exercise studio.  The studio had a low-resolution marquee hanging over the sidewalk, flashing its message one word at a time, in all-caps.  The message was something like, “Jetzt ist die Zeit für Fitness!”  I can't remember the exact phrase, but this one would translate to, “Now is the time for fitness!”  When “DIE”/diː/ was displayed alone in bold uppercase letters, we knew it was one of the many German words for “the,” but we both blurted out loud in English, “DIE!”/daɪ/