The Washington Post called Battle Mountain, Nevada the "armpit of America." So what would inspire a San Francisco attorney and a New York electrical engineer, to abandon comfortable lives for such a locale? An inextinguishable passion for consumer fireworks. Meet Steven and Earl Cassorla. Friends and family may have questioned their sanity, but never their spirit. Add a one-horse town with an abandoned Subway franchise, an open-minded city council, endless Interstate 80 traffic and you've got a recipe for the American Dream-come-true. Today the store and the brothers entertain and serve countless customers from around the world and from every walk of life, all fueled by a love of family, friends, freedom, and anything with a fuse. Despite a dizzying selection of items, they’re in "the memory business." And business is booming.