For 20 years, art’s flower shop relied almost exclusively on advertising in the yellow pages to bring business to its shop in a small west virginia town. one year, the yellow pages printer accidentally did not print art’s ad, and art’s suffered an enormous drop in business. art’s sued for negligence and won a judgment of $50,000 from the jury, but the printing company appealed, claiming that under an exculpatory clause in the contract, the company could not be liable to art’s for more than the cost of the ad, about $910. art’s claimed that the exculpatory clause was unconscionable. rule.