In the mid 90's when I moved to Missouri I had a roommate that was a Cardinals fan but not a card collector. We were watching a game and the guys on tv mentioned Carlton and my roomie said he never heard of him. I was confused and asked him about some other contemporaries (like Ryan, Seaver, Brett, Bench, etc) and he knew all them but swore he didn't know Steve Carlton. I don't know if that was a weird anomaly or if Carlton doesn't quite have the same name recognition that other stars of his era have. Nolan Ryan is a name even young/new collectors know.
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