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The competitive high-fashion t-shirt market is divided into those who believe their clever t-shirts mean something and those who don't. And, of course, those who don't care, but cultivate an aura of meaning as a marketing tactic, and also those who act too cool to care, but really do. Australian label Goat Boy sells its Princess Di t-shirt with the slogan "SHE'S DEAD, So get over it" for $49.95, so you know it's special (somebody buy one for Tina Brown, quick!).But they market that t-shirt with the slogan "IT'S JUST A FUCKING T-SHIRT." And with this "very violent" video, after the jump [via AdScam], of a guy wearing the shirt getting beaten up by an old woman. Which is appropriate on so many levels.