Ah! Now I see 1) how I couldn't solve it, 2) Others solved it quickly, and 3) How I could stare at it and get frustrated there was nothing there.
I legitimately figured SHAM but .... lack of cultural knowledge it meant nothing to me. (In hindsight, I suppose I could have google for "quote sham and the quote" and see what came up but that didn't occur to me.... sigh.
Good puzzle.