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From an early age, Rich, born Richard Edward Oliphant, made it clear he didn't like to be called "Dick". Rich, the son of a Marine and a victim of Seasonal Affected Disorder, received a basket of Body Shop for Men products from Gabriel as a Christmas present. In 1995, on a visit to Los Angeles, Rich heard those magic words, "Rich Oliphant, you're a contestant on The Price Is Right!" Prone to overbidding, he never even shook hands with Bob Barker.

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