MIKE’S WAY

0:00Can you get Mike out here and he can have his way with my sub.

0:08three two one kevin what's up what's up buddy you don't want to talk about mike's way no i do want to talk about mike's way which is why i wanted to start the podcast what is mike's way so mike's way is when you go to jersey mics and you get like all the fixings on it they you know give it a couple glugs of oil and vinegar okay hit it with salt pepper and herbs but on TikTok and other short form content platforms, the kids are now practicing and going overboard with ordering and getting the sub Mike's way. So basically it's the works. Yeah, it's the works. It's the works. But they're basically saying like, hey, can you get Mike out here to oil it up for me?

0:51Or like, can you get Mike out here and can he have his way with my sub? like and it's just going all it's going all the way to like hey can you get my guy to fuck myself yeah i mean it's a great viral trend uh as far as viral trends go uh shout out to jersey mics i don't think i've ever had jersey really yeah i don't know i've had subway i've had uh what's the other one i mean i don't know why you would like yeah there's not that many like chain sandwich restaurants here new york yeah and i'll just go to the bodega they are they are popping up though So I think there's at least two in Brooklyn.

1:25Okay. Molly was the first person to bring Jersey Mike's to my consciousness that it was like a top tier sub. And I do like it Mike's way. Yeah. Now that I know what Mike's way is. I get it Mike's way all the time. Yeah. I want Mike up in my sandwich. How happy is Jersey Mike's about this TikTok truck? Probably pretty happy, but also like it's probably making the lives of the employees pretty shitty because they're just getting these goons coming in and asking for Mike to have sex with their sandwich. Yeah, but this is the best marketing one could ever ask for in 2020. Yeah, fair enough. This is where we should say that we're doing the podcast live from Cannes this year.

2:02I don't know if you can tell from the microphones in the backdrop, we are at Cannes sort of celebrating the best in creativity, including the Jersey Mike's, Mike's Way viral trend. Nutterbutter made waves this year. Oh, yeah. Yeah, for their unhinged whatever the hell they're doing on TikTok. It's funny. I forget that Nutter Butter is so unhinged online. And then every now and then I'll get fed something and I'm like, oh, yeah, that's what they do. And it's honestly I saw I was like respecting what they're doing. And then I don't know when we were at the ADC Awards and they won an award for it.

2:35It's kind of just like it's like, all right, come on. Like, it's not cool anymore. Once you once you win, once you submit and win an award for like social media. I don't know. it kills kills the vibe yeah kevin likes to think that things are more natural and organic and then once the the sort of magic no i i understand that it's not natural or organic um and but now you know i mean those you know those nutter butters not natural not organic so it checks out but delicious i haven't had another butter in a long time but if someone brought in a box right now i mean i probably would i would too yeah yeah um but no it's just like yeah you don't need to be and all that.

3:12What are we winning awards for freaking social media? Come on. Yeah, yeah. Flash forward to us, hopefully one day winning an award for doing social media or podcasting. But hey, listen, that's not why we do it here, Kevin. We do it for the love of the game. Shout out to the new followers. We've got some new people joining the party. And so every week, Kevin and I sit down with each other. Most weeks. Most weeks. And we talk about the things going on in the world of design, branding, culture, etc. And then we talk to people, which is what I assume most of the new people have heard before where we talk to Wedge or we talk to Gander or we talk to Talia Cotton and we talk to amazing designers.

3:49Yeah, but mostly we just talk to ourselves. Mostly it's us talking to ourselves. I don't even know if that's true anymore. I think it's probably 50-50 at this point. Yeah, I like it because Kevin... 60-40? Yeah, we're... 60-30? Yeah, who knows? We're still figuring this thing out, but we are a podcast. We are called Front and Center. And yeah, it's nice when I get to sit down and talk to you, Kevin. Likewise. Yes. What's new in your life? You were at a wedding. You're a prolific wedding guest. I've been to three in the last four weeks. Put numbers on the board. It's over though. I mean, my wedding season's pretty much over.

4:24I got one in October, but that's a ways away. That ain't even this year for all I'm concerned. Three out of four. Yeah. Now I don't have very little plans for the rest of summer, which I'm happy. So you can finish that Dale Earnhardt documentary that you started? Yeah, I watched the first episode. It's good. Oh, it's a multi-part series? I think it's like four to six. I'm not really sure. So what's up with Dale Earnhardt? Legend? Turns out he's a legend, but he's kind of a psycho. Okay. No, I mean, all great athletes there. He's got that little MJ in him where he's just solely focused on that, and it's like, my family be damned.

5:03Yeah. I mean, he's a cool guy. I've only seen the first part. He's still coming up. where I am in the doc, but seeing him with like Wrangler and, you know, that's just a match made in heaven. The price of greatness, Kevin, you know, that's what happens when you achieve such high levels of great. I know you got it. I got a sacrifice looking at it firsthand. I mean, listen, if anyone gets it, I get it. You're the Dale Earnhardt of freaking graphic design. Thank you, Kevin. I have made a list here of the things that I'm watching on television. After you told me that you were watching the Dale Earnhardt doc and couldn't get through one part.

5:39I made it through one episode Sorry how many parts is the It's like four to six Oh four to six okay so that's fair It was an hour I made a list and it opened my eyes I'll say to maybe the fact that I'm watching too many things This is it? This is that it took you this long? Potentially I'm watching too many things You've given us so many of these rundowns and this is it? This is the one? Currently I have Love Island USA the valley season two next gen bravo nepo baby show adults overcompensating your friends and neighbors a show where shack is trying to revitalize reebok on netflix uh welcome to rexham with my best friend ryan reynolds and i'm halfway through an alex cooper documentary on hulu called call her alex where she bravely comes out as formerly ginger wow yeah i know brave that's insane i know that did they have um who's the who's the second girl which one oh sophia with sophia with an f yeah they have her on there no mention of sophia with an f i believe she's can't tell that you can't tell the story of alex cooper without sophia with an f i i have so i'm only halfway through uh i disingenuous i would imagine they have to bring her up or at least talk about her even for a half of a second i mean she needs like probably like is it a multi-part It's two parts.

6:58It's two parts. Yeah. She needs at least like 10 minutes of screen time. If she's not involved or doesn't get any mention, that's pretty insane. Yeah. I agree. She is a producer on the documentary for herself. Oh, wait. Yes. Sophia or Alex? Alex. Yeah, of course she is. So she's, you know, it's, I don't know that you should be able to be a producer on your own documentary. You're basically just telling your story from your perspective. Well, yeah. I mean, who better to produce your own documentary than yourself? Yeah, I mean, I guess I could kind of understand if there was a documentary about me.

7:29I want to be very heavily involved. You want to be involved. Wait a second. I do. Now, suddenly, I get her side. But no, Alex Cooper's doc is actually very interesting. And she went through some tough times and some really bad, terrible things in college. And so there is, you know, again, she was a ginger, but also. The hero's journey. Yeah, it's the hero's journey. Are you watching Adults or Overcompensating? Two of those, like. What? Those are comedies about young people. Oh, no, no, no, no. Yeah. I'm not. Overcompensating? yeah yeah yeah good good funny like well done you finished paul american uh i did finish paul american of course uh also very well done i'm not afraid to admit it i'm just gonna say it hand up i like the paul brothers now i listen i don't know that i like them but it's it was entertaining i have uh respect for them as as entertainers yeah yeah and the dot they they hired the filmmaker that did like don't fuck with cats so it's like it's it's a well shot well produced well documented piece of content and their their their father's an insane person like yeah you know they you know the fact that they both have these big fights and wwe stuff like it's it's it's hard to look away i think that's their whole fucking thing yeah is that they're hard to look away from and this is just another good example of that yeah i don't are you tell are you what are you going to tell me next they're producers on their own documentary series i mean i would imagine yeah 100 this is coming directly from that um uh i also watch a peewee hermit documentary which i highly recommend that one is really really good um i watched osama bin laden doc bad guy bad guy yeah well confirmed bad guy confirmed damn um well he probably didn't produce that one though no probably probably not did you start did you watch Tires Season 2?

9:18I'm watching it kind of okay it's like it's fine it's fine yeah it's fine yeah I haven't started it yet I actually when I went to check it out I realized I didn't finish Tires Season 1 oh really? yeah that had a couple episodes left didn't you just say that about Righteous Gemstones? yeah this happens to me sometimes where I just get bored you know those shows that I mentioned I'm watching that doesn't mean that I'll finish or get to the end of them sometimes I just yeah it's not like it's not very like masterfully made to be honest like i don't know it's good it's fine it's like a solid production but it's like i don't know as far as like comedy series goes like i'm laughing okay enjoying it but i'm like not i don't i'm not like oh i need i need to watch this you know got it so it's it's it's good it's good not great it's good not great but then uh they got veronica veronica is cool on there as his girlfriend i don't know how that is you're not you probably you've seen her she's like that uh she plays like her awkward girl character online i did see jj watt was on it or something they have like a yes some some some cameos maybe yeah probably but yeah veronica plays his girlfriend and okay it's kind of like a so it's kind of like a yeah right dude okay but you know i'll let it fly okay yeah i mean i mean that's a classic movie you're the lead man of a comedy of course yeah um yeah it's on my radar It's on my, I mean, considering how many shows I watch and the fact that it's on my radar.

10:43Oh, I'm watching Black Mirror still. So, yeah, man. Do a 2015 call. They want their show back. It's good. I like it. I don't like Black Mirror because it's just like reality, bro. Dude, you're so right, man. We are living inside of Black Mirror. We're on an episode right now. We're living in Orwellian times, dude. Dude, man. That's so true, man. Yeah. It's hard to watch because it's so close to real life. That's what I'm saying. Speaking of real life and content on my radar, the king is back. Oh, yeah. Joey Chestnut announces yesterday in a tweet heard around the world, quote, I'm thrilled to be returning to the Nathan's famous 4th of July hot dog eating contest, period.

11:25This event means the world to me, period. It's a cherished tradition, a celebration of American culture, and a huge part of my life. Wow. That's awesome. Beautiful. Part two, while I have and continue to partner with a variety of companies, including some in the plant-based space, those relationships were never a conflict with my love for hot dogs. To be clear, Nathan's is the only hot dog company I've ever worked with. yeah shout out to him Joey standing on business part three I respect that there were differences in interpretation but I'm grateful we've been able to find common ground I'm excited to be back on the Coney Island stage doing what I love to do and celebrating the 4th of July with hot dogs in my hands stay hungry hell yeah I think I speak for all of us in saying that I'm glad that they found common ground yeah i love the sincerity yeah i'll be back too i'm gonna i'm going down this year i'm going down early this brings you back earlier earlier than ever before well i mean i've been out of town the past two fourth of july so i haven't really been able to go down but yeah um i will be there i'm gonna try to i'm gonna try to be front row witness greatness uh my goal this year is to uh get a hot dog hat maybe another t-shirt yeah i got a t-shirt when he broke the record initially how many times have you been i think three yeah i i mean kevin i'm happy to hear that i'm happy to hear that I'll be down there.

12:56I'll be in line at 7. Okay. It's coming up kind of soon, I guess. I know. This is not that far away. I'm glad that they've made this announcement. Me too. Start to build up hype. There's been some wishy-washy 4th of July plans in my social circle, and I'm happy to announce that I will not be able to attend those plans because I will be at Nathan's hot dog eating contest at Surf and Sitwell on the 4th of July. And I will be there early. I'll be there early. Probably not going to wear a diaper, but I'll be limiting my fluids so I can not have to go to the bathroom. Nice. It'll be great. Yeah. Kevin, it is a cherished tradition to celebrate American culture in a huge part of your life.

13:36Absolutely. I'll probably be rolling solo because I don't think anyone's going to want to go with me and get down there at 7, but it's worth the wait. I will say you love to see this. It just was reminded of the Netflix Kobayashi debacle that they did. That was tragic. Did you see he retired? He said, I'm not hungry anymore. Wow. Fire. I missed that tweet. I mean, he just, you know, there was one last run and he didn't extend chance, right? Like he got his ass kicked, if I remember correctly. He did, yeah. It was closer. He's been out of the game for a while. But yeah, I mean, Joey's. It's a shame that we were deprived of, you know, the back and forth that that could have been for probably a decade in their prime.

14:16Yeah. Oh, well. Joey is, you know, the best to ever do it and it's not even close. We'll look back on this era fondly when Joey does decide to hang it up. Kevin's betting tips. I'm putting a whole paycheck on Joey Chestnut with the over on hot dogs. He's going to be breaking the record. He's back. He's going to show up big. And I'm hoping that there are no protesters to get in the way. That he has to body slam this year. Even though that was an awesome thing to witness. Second row. Is this on DraftKings, you think? Is this something that you can bet on? I'm not sure in New York. I know in previous years you've been able to bet.

14:50But, you know, I think it depends. Yeah. I think you're right. I think reading into the sincerity of this tweet, it really speaks to the competitor that Joey is. He's going to be locked in. He's not fucking around. He's all business. Such a serious tone for a serious announcement here. Absolutely. Yeah, I'm sure, you know, Joey's not going to let the fans down sort of on July 4th. Yeah, I'll be there. He never does. So, yeah, can't wait. Big, big news. It's going to be awesome. Yeah, Kevin. You know what also is big news online? uh justin bieber we gotta i just have to state into a microphone we gotta leave this man alone yeah you know definitely he's he's been going through some shit he's been singing and dancing his little heart out since he was a like a 10 year old boy like you know he he's he's he's going through right now and he doesn't need your help that's the thing well i don't think people are trying to help him i think i think people are trying to uh take pictures of him and uh to quote him provoke him yeah they're trying to they they claim they want to help him but they're not helping him so this makes me a little uh makes me a little sad i did see him once in concert at madison square garden yeah i'm sure it was electric it wasn't i'll be honest with you it seemed like a guy who would rather be anywhere else on planet earth than uh on stage at madison square garden i mean that's electric in itself i think that's cooler than even wanting to be there yeah it'd be kind of weird if you wanted to be there to be honest i mean it's pretty it was a miraculous achievement in performing in the world's most famous arena and seemingly be uninterested.

16:23That's awesome. It was kind of a flex. At one point I remember he was in a glass box, like a prison trapped on, you know, on stage. And the metaphor was, was a little too, yeah, that's kind of like black mirror. It was very black mirror. Back mirror. That's the Brooklyn guy. It's black mirror. You ever see that show? Yeah, he's, it's it's you know listen the fact that he's not michael jackson and he hasn't gone totally crazy you know it's a it's it's not easy being a child star but yeah i mean just leave him alone i mean he did have uh this is an all-time paparazzi rant though um oh you don't realize that i'm standing on business yeah yeah the the the instagram stories like leave me alone posts are never gonna help i think you just kind of have to put out some good music i think that's what i that's what i you know my number one thing for justin bieber is um i know he's in the studio making a new album and has been working with like mcgee and dijon and stuff like that if he drops a banger then then everyone will leave yeah just uh bangers rule supreme yeah for sure i think uh you know shout out to him a brinksman he seems like a man on the brink right now yeah i think that's what people are concerned they see he's he's he's a brinksman yeah but like i feel like he is a brinksman but the paparazzi interaction he just had is probably the most normal thing he's done in a long time.

17:42Yeah, yeah. I mean, he's been posting some kind of like, just some off content. Yeah, he'll be all right. You know what I mean? And yeah, he might wind up in a pool in sort of, what was the store? The other brinksman. Oh, the Bass Pro Shop. Bass Pro Shop. Yeah, yeah, yeah. If he winds up in the sort of fish tank at the Bass Pro Shop, and so listen, he warned you. He warned you. He would do something way cooler than that. Yeah, he probably would. I will say, he did, I can't defend the fact that he said Mother's Day sucks. You know, that's just, you can't say that. You said that? Yeah, especially as a new father.

18:18Damn, he's got some mommy issues. He said, yeah, Mother's Day sucks. You can't do that, Justin. You know, especially, you just had your first kid. Wow, hot take. Yeah, strong, strong take. I did like that on Father's Day, which just happened. Haley, his wife said, Father's Day sucks. Oh, that's cool. All right, well, that's some good banter between them. I know, I know. Yeah, yeah, intriguing. Watch this space, Kevin. Yeah, we'll keep an eye on this. Yeah, Kevin. When does your Sydney Sweeney soap bar come in the mail? Question. Did you get it yet? I already got it. I ate it. I guess this happened a couple of weeks ago, but we haven't had a chance to talk about it.

18:56Yeah. Sydney Sweeney is selling 5 ,000 bars of soap that contain drops of her own bath water in collaboration with Dr. Squatch. Thank God. Yeah. This is something we needed. dr squatch is is it's like a soap brand yeah it's like a drop it's like a drop shipped soap brand um that's that may or may not be good soap i've never i've never used it i've never had the uh it's not really for me i don't uh i don't really want to do that but you know i think that people seem to like it i guess right this is like dudes dude wipes but the soap i think is less cool than dude wipes yeah yeah but yeah similar uh similar market capture they're going for yeah dudes that uh like to be clean i guess they have mike tyson and then they got sydney sweeney i do think that this is a brilliant idea the idea of someone's bath water has been a cultural yeah shout out belle daffine this has been a vernacular and slang uh for for probably Six years now.

19:58Yeah, a number of years. And so this is the memification of product design, if I'm going to, you know. And done to perfection, I think. Yeah, I wonder how much these are going to go for on the secondary market. You want to look that up real quick? Let's look it up. Stock X. You think this is on Stock X? No. I'm going eBay, Sydney Sweeney. I like that Sydney Sweeney doesn't take herself too seriously. Like, she's down to be, like, in on stuff like this. And she's laughing all the way. Yeah, and she's a spokesperson for Hey Dudes. Oh, yeah, yeah, yeah, yeah. Kevin, it's going for$35.98 right now.

20:33Oh, really? On eBay? This one for$270. Yeah, buy that one. Yeah, I'll go for that one. You should get it for the wall. Yeah, no, it's a great idea. The packaging, truly horrific. Well, you know, that's just on brand for whatever that soap brand is. Doctors Squatch. Yeah, as a design podcast. That guy's not a doctor. We should talk about the design of this packaging. Should we? I think we could move past it. Sydney's Bathwater Bliss. I like it. Pass. I think it's a good idea. I did also find it slightly humorous that there was that sort of disgusting joke going around that there was a hole in the middle.

21:11Did you see that on TikTok? No, it's burrow your own hole. Oh, is that how people are making their own holes? Make your own hole, yeah. Sorry, I thought people were trying to claim that it came with a hole in the middle. No, no, no, no, no. Listen, people need stuff to talk about online, clearly. Speaking of, there's no logo on the court for the NBA Finals. Yeah, that's a shame. The fans have gone wild. Well, they used to paint it on. Yeah. They haven't painted it on in a long time. I read a little article about it yesterday. Okay, so. Adam Silver said it was, quote, unquote, slippery or perceived to be more slippery.

21:47So. I love that Adam Silver, of all the things that he has to deal with as being a commissioner, obviously these two teams, the fake, you know, the rigged NBA draft, you know, like the referees, extending series, small market teams. The thing that people online are mad about is the the no logo on the court. Well, you know, we used to be a proper country. Have some decor in NBA finals. What the hell? I'm going to say it. I agree. I'm outraged. you know where's the pageantry well i think it just goes hand in hand with like i think people are a little upset with like you know that youtube tv big ass logo and yeah the uh like minimizing of the um i don't even know if they even read the final script anymore i i feel like it was on last night but yeah but it kind of takes everything away from it when it's got a big ass youtube tv logo in it yeah that sucks yeah you can't like yeah you gotta put that youtube tv I use YouTube TV.

22:44I like it. It's looking like a damn NASCAR driver. Yeah, I will say. So game one, no logos, no trophies on the court, which is criminal, you know? Sort of lock them up. And I think the thing that's also interesting is like the logos and the things on the court now are digital. Yeah. So it's like you don't even have to paint it. I know, yeah. You just need to have it cycle through the Skims logo and the Coinbase logos that are already being featured on the court. Yeah, I think it's lame, though. I think it's lame to have the logo added in post. I think that's lame. I agree, but no one would have said anything if it was there digitally in game one.

23:21But it wasn't even there digitally. And then the game two one was pretty awful. Yeah, then they put the trophies on. Yeah, and they look kind of shitty because they're digital. Yeah, of course. I like seeing the script, though, on the court. I like the script. I could pass on the YouTube TV logo. Yeah, I mean, listen, I get that. But that's just what they're doing. and they paid a lot of money. So it's funny. I watched the first half of the game. Boring, boring game. And there was like five different logos now on the court. So by game five, now they're just like upping the dosage of all logos.

23:54It is starting to get a bit NASCAR jacket. Yeah, they're going to keep at it. And I will say the biggest beef and the biggest sort of argument for the sort of painted courts is that, yeah, I can say maybe it seems like a big deal. or I can kind of get by on the sort of it's slippery or it's bad for the teams or whatever, then what the fuck was that NBA Cup in tournament crazy trophy on the court? If you hadn't just done that this season, then you can maybe get away with like, hey. Well, they're trying to make it bigger. We're trying to make the NBA Cup bigger than the finals now. You can't have that level of insanity on the court during an in-season tournament.

24:37And then the NBA finals be like, no, sorry, we can't even put the final script on. No. That's insane. That's lame. Because those courts during the in-season tournament were fully crazy town. Yeah. I'm glad they're not back. I'm glad those live in the regular season. Yeah, but at least if they did that for the finals, you'd be like, oh, it's the finals. They're doing something to make it seem important. I don't know. I mean, people just need stuff to learn about online. But they figured out Adam Silver, best team in the business. They got to the bottom of it and they put a little trophy in the digital rotation.

25:12Yeah, Kevin, speaking of the NBA, we got a rebrand here. The Orlando Magic have rebranded for the first time in a long time, it looks like. Probably 25 years or so. No, they've been updating and straying from God's late since then. Oh, really? Yeah, they had the Dwight Howard era where it was almost like Disney-esque. I mean, it's always been, that's kind of like the inspiration for the team, but like, you know, the magic. The magic, yeah. But, you know, we love to see it. I think they did a really great job at, you know, bringing back the old sensibilities with modern twist. They brought back the old, but with a little bit of, you know, that's exactly.

25:55Ushering in on a new era. Yeah, I mean, I like it. I think it shows how many Orlando Magic games I'm watching a year. You'll probably be watching more. They're on the come up. They got Palo. I know. I know they're a better team, but I can't tell you what their jerseys have looked like for the last 10 years. So they've been pretty unremarkable. Yeah. I mean, I think this is a nice job. I love the blue pinstripe. That just feels like the Shaq and Penny years. Yeah. You wouldn't think of the Orlando Magic as a pinstripe type squad. But yeah, I think that's the right move. They were, and now they are again.

26:26Yeah. Well, I mean, listen. Shout out to them. Great looking, Eunice. Shout out to them. Shout out to the Orlando Magic. I think. For the fans. I mean, listen. when you have a jersey in your sort of history that is as strong as this one, it reminds you of those good times. It's an update. It's been modernized. It's still a ball and some stars. I don't know. It doesn't feel like a rebrand. It just feels like a sort of update. Whatever. If I'm an Orlando Magic fan, I'm happy about this, but as a Knicks fan, I'm just like, who's going to coach the team? Who's going to take this team to the promised land.

27:06Speaking of promised land, Kevin, Cosmix is no longer... We talked about this probably about a year ago, was it? Maybe two, who knows? Who knows? Time flies. But yeah, it was, for those that weren't listening, Cosmix was like a McDonald's kind of test kitchen concept, where they were trying like breakfast sandwiches and a lot of drinks. They were trying to... Wasn't it like primarily drinks? Yeah, it was definitely primarily drinks. They were trying to go after Starbucks, it seemed, a little bit because Starbucks has all these teas and refreshers and all these kind of fancy, funky beverages. And I think Cosmix was McDonald's seeing if they could spin off sort of a new franchise.

27:54Yeah, you loved it. You were on the record saying you loved it. I did like it because it felt weird and felt a little funky and felt a little different. And I like to see brands get weird. Yeah, I guess people just don't really care. Well, they did five test locations, all in Texas. Oh, one was in Illinois, one was in Chicago, or sorry, one was in Illinois and four were in Texas. I mean, Texas is a great place for McDonald's. Yeah, and I guess the test was a failure. And they announced that in the wake of McDonald's first quarter 2025 financial report that they have, which revealed the chain sales dropped at the beginning of the year, making its second consecutive quarter of declines that they had to chop it down.

28:35Damn. You hate to see it. Yeah. We talk a lot about the financial reporting of big business on the podcast. Sad. You hate to see it. McDonald's. Yeah. You know what my thought was? I liked the branding. I liked the ambition. I liked the spinoff nature of it. I just felt like the menu was kind of meh. Well, it just goes to show you a restaurant's more than a brand. That's true. And I think if you're going to do a test kitchen concept, and this also goes for Van Luen or like other brands that are trying to do this idea of like a flavor lab, you got to push it. Like, you can't just like roll out the same thing, but like maybe a tea or sort of Oreo and like Captain Crunch.

29:18Like, that's not that exciting, Van Luen. And like I stopped by the one in Greenpoint to see what the flavor lab situation was. And it, you know, it was some, you know, some new flavors. Flavor of the month. It's like hasn't every ice cream. What's the flavor of the month? Yeah, some like berry chip thing. It looked fine. It just wasn't like I need I need I need weirder. Yeah. And Cosmix was set up for something strange or a little bit more funky or a little bit outside the box. They kept it too safe. That was my opinion. R.I.P. Cosmix. But we'll never see. We'll never get to go there. Gone and instantly forgotten.

29:53Yeah. Speaking of pushing it and making it weird, Apple had their big keynote last week. And you know me. Yeah, you're a big Apple head. I love the keynotes. Yeah. I like them better when they used to be live. But I still love the pomp and circumstance of an Apple keynote. I love the videos. I love the guys in khakis telling me about the sort of design. and this year, the big story coming out of the Worldwide Developers Conference. You ready, Kevin? Mm-hmm. Liquid glass. Liquid glass? Liquid glass. Whoa. So it is a new universal design, so not just like a feature, but across all of the software in the phone, they are using an expressive material called liquid glass that makes things look a little bit more joyful, a little bit more transparent and a little bit more liquidy.