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"They think that local fans will buy it no matter what it looks like, so they’re kind of cut out of the process,” he said. “They’re looking to get people who wouldn’t usually buy it.

Slabyk got to see the new design a few weeks before it was leaked as some industry friends snuck him a copy. His first thought was that it was a fake, especially since the Sabres said they weren’t prepared to release the logo until September.

But the more I hear, the more I think this is the real thing,” he said. “And the best way I can describe it is soulless.”

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