He was eulogized by his only son as a media and cultural pioneer as his death at the age of 91 was announced late on Wednesday.
It was an apt description for Hugh Hefner, the pipe-smoking, hedonist Playboy creator who revved up sexual revolution in the 1950s and built an empire out of the tried and tested notion that sex sells.
As much as anyone, Hefner helped slip sex out of the confines of plain brown wrappers and into mainstream conversation.
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