John Morgan unplugged: John Morgan has made a fortune marketing legal services, using television, billboards and even a call center. Who's the man behind the unsmiling face on the ads?(personal injury lawyer in Florida)

Traipsing like a kid through the black-lit hallways of a funky, upside-down tourist attraction that he owns on International Drive in Orlando, John Morgan shows off weird-science exhibits he's collected from across the U.S. There's the Bed of Nails he found in Anaheim, Calif.; the Bridge of Fire that makes visitors' hair stand on end; the Hurricane Hole that simulates a Category 5 storm.

But on the way out of the Sound Lab, Morgan spots the scariest thing in the building: A section of the dingy carpet has buckled.

"Notice--duty--breach of duty--liability," Morgan…