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I've just re-read "Something Rotten" and I discovered the "books for non-brit" section on jasperfforde.com, with the entire joke Bismarck tells Thursday's mum.
Here it is :
"A white horse walks into a pub. Before he can order a pint, the landlord says 'We named our pub after you!". "What?" says the horse. "Erich?"
... SO, maybe it's because I'm dim-witted, or French, or both (pleonasm), but I simply didn't get it. Could someone please lighten-up my Swedish-cheese-shaped-mind ? In exchange, I can give you another pretty lame joke.