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Ed Norton applauds Patagonia's anti-Cyber Monday ad

Actor Ed Norton might not make any retailer's favorite actor award this year after heartily endorsing Patagonia's anti-Cyber Monday stance.

While most other companies were doing anything they could to lure buyers on Cyber Monday, one of the biggest online shopping days of the year, the outdoor gear provider Patagonia went the opposite direction. The company flat-out asked people not to buy anything from their store.

Their pitch showed a picture of a Patagonia fleece with a bold-faced message, "DON'T BUY THIS JACKET."

The company explained that they'd rather lose a sale in the short term than promote wasteful consumption.

"Because Patagonia wants to be in business for a good long time -- and leave a world inhabitable for our kids -- we want to do the opposite of every other business today," the company stated. "We ask you to buy less and to reflect before you spend a dime on this jacket or anything else."

Norton took to Twitter to endorse the gesture.

"This is cool," he wrote. "More businesses should be like this."

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