Luebke’s Archie Comics No. 1 sold for $38,837 when Dallas’ Heritage Auction Galleries offered it Friday. Heritage spokesman Noah Fleisher said the buyer was a longtime Archie reader and collector from Virginia who did not want to be identified.

“Betty is it. Not Veronica,” said Luebke, whose Richmond, Va., store has more than 1 million comics in stock. “This is serious.”

And, he said, 99 percent of his customers agree that perky, blond Betty is the clear choice over shiny dark-haired Veronica in the seemingly never-ending love triangle.