Everything had to be popular.

Play safe each time, on the same old flats that every woman seems to love.

A woman is conservative.

To have and to hold, to get and keep, to stand pat with both eyes shut--that's the average woman in this town.

And Joe had to play her.
"And because he still had a soul in him--and a stomach that turned--he began to vary the dulness of it by becoming sensational.