A more recent highlight occurred in 1972 when the American Hereford Association bestowed on Morse and fellow auctioneer Ham Hamilton the title of “Master Salesman.” Morse acknowledges the honor meant a great deal to him. “I’m pretty emotional. I laugh, I cry, I do it all. I pretty much did it all that day,” The distinction that seems to please him most, however, is the annual invitation from John Wayne to preside over his production sale (the sale of breeding stock produced during a given period, usually a year) at the Duke’s 26 Bar Ranch in Arizona. Morse, who likes Wayne’s political views, likes show business, and likes “being on the inside,” admits he gets a thrill out of the fact that he and the Duke are now good personal friends. Hell, who wouldn’t?