The world of retail has been turned on its head by the shocking news that a key cutting store opened without any facilities for additionally repairing shoes.
The shop, in Bournemouth High Street, has angered many in the industry for going against an "unwritten code" regarding the dual purpose nature of such shops.
"I can assure people that I didn't come to the decision lightly" said Ian Ovator, the shop owner "there was many a dark night of the soul where I debated the relative merits of both options".
Ovator rejected suggestions that he had a secret, nefarious political agenda and insisted the controversial decision was based solely on profits and logistics.
"The world of shoe repairs and key cutting are far removed from each other" he continued. "I am still puzzled by why these seemingly disparate trades should always be combined in high streets throughout the country".
His comments and actions have caused mass hysteria in the retail world, with many forced to question for the first time the logic of such a shop, with experts predicted a chilling future in which customers will need to go to separate shops for the different services.
"I can't help but feel he's opened Pandora's Box" said a leading rival "and it seems that box uses a lock and key but has no room inside for shoes".