Barbaric practice

Rico says that, on a recent Wednesday, he chanced to be in a small shop (going out of business, alas) in Malvern, when he noticed a gentleman walking up and down the sidewalk outside with what, at first glance, appeared to be a small map of Texas tattoo'd on his forehead.
Wrong, of course. It happened to be Ash Wednesday, which Rico only knows about, never having remotely been Catholic...