🦋 “Open 9-5” — Dolly Parton’s gas station. Oura Ring’s over-optimizer. Instagram’s ex-stalker. +Diet Coke vs Coke Zero

0:28This is Nick. finishing it off with Seattle on Wednesday, November 4th. It could sell out any moment. Grab your tickets now. We got the links right here in the episode description. These live shows are the Magnus Opum of TVOI. Yeah. Oh, we're already prepping the wardrobes. But Jack, in the meantime, while everyone's snagging their tics, we'll pause the pod. Are we letting them buy the tickets right now? Is that the pause? All right, we're ready. Jack, three fantastic stories for today's show. What do we got on the T-Boy? For our first story, Dolly Parton's newest release is not a song, it's a gas station.

1:01The country music star is coming after mobile, baby. For our second story, Meta just launched Instagram Plus, a$4 a month premium subscription. It lets you stalk your ex's pics incognito, but doesn't offer the one thing we'd actually pay for. And our third and final story is Oura Ring. Oura Ring filed to IPO, and they unveiled their daintiest ring ever. It's 40 % smaller. But Jack and I think we are over-optimizing on our optimized health. We'll tell you how. But yet is before we hit that wonderful mix of stories. What a mix of stories. Love the mix for the real Friday. The biggest debate in America right now isn't red versus blue, liberal versus conservative, or Sierra versus Amanda for that matter.

1:40Oh yeah, if you know, you know. It is Diet Coke versus Coke Zero. And that's a big deal historically because the biggest brand beef and soda has been Coke versus Pepsi. Coke versus Pepsi. Two different sodas, two different companies. But today, we're split between two cans from the same brand. And the numbers are gonna give you a cavity, besties. Zero-sugar sodas made up 52 % of all soda sales growth in the U.S. last year, while traditional diet sodas have been flat for two decades now. And now Coke Zero Sugar is on pace to pass Diet Coke in sales for the first time ever. And people are getting pissed.

2:13Or people are thrilled. It's a very polarizing subject. It's kind of a half-half situation, if you know. Calorically, these are the same products. Zero calorie soda. But categorically, oh, these are vastly different products. Two cans with the same purpose are somehow attracting totally different audiences. You see, to Diet Coke fans, Coke Zero is a creepy new lab concoction. To Coke Zero fans, Diet Coke is a franken soda lab concoction. Yeah, you guys actually have more in common than you realize. Yeah, you do. So Coke is promoting Coke Zero for barbecues, baseball, and first dates. That's the marketing plan.

2:45While they're pushing Diet Coke to the classy boomer crowd, who doesn't want to try out this new thing? In the meantime, Pepsi is watching from the sidelines as its market share shrinks. In the meantime, meantime, I'm having Diet Coke, but only at the movie theater. And we see you, Dr. Pepper fans. Don't ratings bomb our show right now because of this one. Yet is less known to comment which size you're on. Now we'll hit our jingle, which is 30 more seconds to buy your tickets to our live shows. 15 years before this song, two boys from the Northeast met in the dorm. They had an idea to cause a cultural storm.

3:14It's the best one yet, but the best is the norm. Jack Nick, that's it. I don't even think they need to practice. 50%, that's a fat tip. T-Boy City on your at list. If you know, you know, cause we ready to go. We can't wait no more, so just start the show.

3:33Start the show. First, a quick word from our sponsor.

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4:28Monarch. All right, Yetis, you're never going to be able to guess how many accounts Jack has linked to Monarch. 31. Are there even that many financial products out there? Yetis. He's got credit cards, checking accounts, brokerage accounts, retirement accounts. 529 college savings accounts for each kid and my nieces and nephews, Nick. Okay, I'm rounding up. Does that get us to 31? Where are we? Don't forget my mortgage, my house, the car I own. They're all linked and all their values in Monarch. You see, besties, Jack actually linked everything to Monarch one year ago during a little bit of spring cleaning.

4:59Until I used Monarch, I had a very messy, very chaotic spreadsheet, but now they're clean, synced, and automatic. Basically, Jack went full Marie Kondo on his finances, and he did it with Monarch, which can do your financial spring cleaning for you. One dashboard that gets your entire financial life organized. No more clutter, no more mess, no more scattered logins. Just logins, investments, property, and more all in one place. Get your first year at Monarch for half off just 50 bucks with promo code T-Boy. Use code T-B-O-Y at Monarch.com to get your first year half off at just$50. That's 50 % off your first year at Monarch.com with code T-Boy.

5:36For our first story, Dolly Parton's next big business, her gas station, opens June 24th down in Tennessee. Because live entertainment is so big right now, so big, you can now watch a concert while filling up your car. Dolly Parton, America's ageless, apolitical, anti-AI serial divapreneur. She actually turned down an offer when she was young from Elvis Presley to ensure that she owned her own record masters. Dolly Parton's music collection is worth$120 million. But she also has a Broadway musical, a film and TV production studio, a hotel, and Dollywood, the theme park in the Smoky Mountains, worth an estimated$400 million.

6:16But pause the podjack, because we got to top one more off on the list. A gas station. And Dolly explains why. She says, I have spent all my life on the road, specifically on a tour bus. And she describes the thousands of gas stations she stopped at as, in her words, greasy. The gas station, isn't it just awful? Actually, the way Jack and I see it, the gas station is part of the holy trinity of terrible retail. Drugstores, wireless stores, and gas stations. Yeah, it's basically like Exxon, Mobil, and Shell colluded to make every gas station bathroom have a floor that's sticky. And they colluded to offer 17 different types of beef jerky, but no seltzer.

6:52Like, I just want a can of seltzer. I want to point out one of those was turkey jerky, but that's a story for another project. Besties, what Bolly's doing here is she's filling a void. With a gas station that doubles as a destination. Which means Jack and I have to ask the obligatory question, which, Dolly, we know you know you were coming. Is it open 24 hours or just 9 to 5? Hey, Jolene, fill her up! But besties, this is what Jack and I find fascinating. She just revealed the map, and yeah, this gas station is so big, by the way, it needs its own map. The map of this gas station looks like a theme park.

7:23It's called Dolly's Tennessee Travel Shop, and it opens on June 24th. And it includes some must-haves that you'd expect at any gas station. Like any gas station, the gas, the electric vehicle, chargers, and the bathrooms with not sticky floors. It's got other table stakes features you see at any I-95 pit stop, like a restaurant, a general store, and a coffee shop. But then there are the differentiators that escalate this into theme park territory. It's got an outdoor dog park, it's got a barbecue restaurant, it's got an outdoor patio with seating, and it's got a trucker lounge. But here's where we hit the Epcot Magic Kingdom level of industry.

7:54It includes some category breakers, like a performance stage that books live music all day. It's got Dolly's famous tour bus you can walk through and a mural painted by a local artist for your selfie. Yetis, there are 145 ,000 gas stations in the U.S. Dolly has one that's very differentiated, but it's just one. She can't scale this to compete with the gas station industry in any meaningful way. But she doesn't have to, and this is what she's thinking. She's thinking if we're that much better than the competition, which Dolly's gas station does appear to be, then we don't need as many as the competition.

8:25You want the proof? Let's look over at another company we've covered on the pod, Buc-ee's. Buc-ee's is a beloved gas station chain of the South and the Midwest of the United States. But here's the catch. For Buc-ee's, there are only 55 locations in America, and yet they're bringing in 5 billion bucks in revenue. People have changed their driving habits to make sure that their pit stop is at Buc-ee's. Apparently, the urinals are such high quality, people will travel just to go to the bathroom at a Buc-ee's. It's the Buc-ee's effect. You don't stop for gas anymore when you're running low on fuel.

8:56You stop for gas at the exit that has a Buc-ee's. Well, similarly, besties, Dolly's Travel Stop aims to make the pit stop part of the vacation that you actually planned for. You put it in the GPS. It's a stop on your road trip. Because remember, if you can turn a detour into a destination in any industry, that's a profit puppy. So, Jack, what's the takeaway for our buddies over at Dollywood? The live experience economy is overflowing. Yeti's live music, it opens up people's walls. And nobody knows this like Dolly does. When live music is happening, you order that extra drink. You say yes to your son who's nagging you for a souvenir.

9:35Besties in an increasingly digital and AI driven world, people want human connection more than ever. And we've got proof in Live Nation's numbers. The receipts. The huge concert producer has smashed ticket sales records for four straight years since the pandemic. And yet tickets to live events are incredibly expensive at ATH all-time highs. Just look at the World Cup. So Dolly sees overflowing demand for live experiences. The overflow. And she's supplying it here with a gas station by booking musicians at this gas station around the clock. Here's the strategy. Instead of Dolly doing more concerts, she's building a new venue in a place where you'd never expect it.

10:09Because when a gal is playing her guitar on stage, our willingness to pay increases. Even if it's a gas station. And besties look out for other venues not known for live events to stick a microphone on a stage. Because live music opens wallets, and the live experience economy is overflowing. For our second story, Zuck is launching subscriptions for Instagram, Facebook, and WhatsApp. For four bucks a month, you can secretly snoop on your ex. We see you. But you can't get the one feature you actually want. We will explain. But Jack, in order for us to tell the story, could you please transport us back to January when we had a wild reveal on this podcast?

10:48We covered news that Instagram was testing a new subscription, tailor-made for jealous exes. Yeah, like it would let you look at the Instagram story of that person you used to date without them ever knowing it. Now that test was only in Mexico, Japan, and the Philippines, but it must have gone really well. Because Zuck is now launching it worldwide for everyone to use. It's called Instagram Plus and Facebook Plus. The both cost$4 a month, and it includes that incognito X-stalking feature. Nice. Okay. That's kind of cool. Well, here's what else it includes. It also includes stories that got extended.

11:22You can make your story last for 48 hours instead of 24 so people have more time to see them. Also, they're adding more reactions. Instead of those five emojis you can react to a story with, there's now an animated heart option if you buy this subscription. It's like a super emoji. And then, of course, there's the reverse stalking. We call it spot your stalker. If you get this subscription, there's going to be a search bar to see who's viewed your story. Instead of an unsearchable list, you have to scroll endlessly through. Basically, Adelaide Besties kind of underwhelming, is that what we're going to say, Jack?

11:51Totally underwhelming. These features only apply to IG stories. Nothing else. I guess Zuck really wants to know what his freshman girlfriend from Harvard is up to right now. I wouldn't call her his girlfriend. That's actually the girl who refused to accept his Facebook friend request. You weren't there, Jack, so you don't know the details. By the way, Instagram's verified blue checkmark, that's still a separate subscription, which is at least$12 a month. But besties, here's what Jack and I find fascinating. The bigger news, because for the first time, Meta is gonna charge you for AI. Zuck is closing its bar tab.

12:22Yeah, guys, sorry, round it up, we're paying the tap. As we've discussed on the show many times, computing AI is incredibly expensive. If you're a company right now, you got AI sticker shock. The compute cost me how much? Oh, it's not just the enormous cost of the data centers and those$35 ,000 per piece NVIDIA chips that you got to pack in there. It's also the electricity. Meta's AI power bill is more than Chernobyl right now. So Meta.i, it's no longer an all-you-can-prompt buffet anymore. They are adding a paywall. Last call, guys. It's called Meta 1, and after you reach your free limit, you got to start paying at least$8 a month.

12:56But besties, what really surprised us is one thing that Jack and I can't stop thinking about. It's really what disappointed us. It's that Meta's subscription doesn't include the one feature we'd actually pay for, to go ad-free on Instagram. Jack, what's the takeaway for our buddies over at Meta? Instagram's not actually free. We pay$100 a month in unplanned shopping. All right, Bessie's unverified but very legit fact Jack and I have. If Instagram had zero ads, the average American would have twice as much savings as they do today. Again, that's an unverified fact, but I bet you it's true. And we can back it up.

13:33Because how often do you open up Instagram and five minutes later you bought something because of an ad that was super tailored just to you? And then you're like, oh, I forgot I even bought that thing. And you regret it. For the Yetis watching on YouTube right now, if you like Jack's cute maroon top, that was a splurge he did from a little scrolling action the other day. Now, there's actually a study that confirms this. In 2023, Bankrate found that 48 % of us social media users, we make impulse purchases based on ads we see on social media. At 48%, we splurged$754 that year on those social media-induced impulse buys.

14:05We repeat, half of us spend about$1 ,000 a year on Instagram because of the ads. And because we make so many of those impulse buys, advertisers, they need to be there on Instagram. Which leads to this crazy hero stat. Get this, we calculated that Meta makes$26 a month per U.S. user on ads. And you know what that means, besties? to justify offering an ad-free Instagram, Zuck would have to charge you 26 bucks a month as a subscription. Would you pay 26 bucks a month for ad-free Instagram? That'd be your most expensive subscription of all. Probably not. It's more than Netflix. And that is why Zuck will never give us an ad-free option.

14:46The ad money is just worth more. Advertisers will pay more to access us than we're willing to pay not to see them. And besties, that's why Instagram is not actually free to use. We all pay a hundred bucks a month in impulsive shopping. Now a quick word from our sponsor. Top hats, baseball hats, Von Dutch hats. We wear so many hats on this podcast. Honestly, we're not great at all of them. No, we've been avoiding hiring someone to wear those hats instead of us, especially the Von Dutch one, because hiring and training can take forever. Well, proud to say that we are hiring right now at T-Boy, And this is a job for Indeed Sponsored Jobs.

15:23Because sponsored jobs posted directly on Indeed are 95 % more likely to report a hire than non-sponsored jobs. So besties spend less time searching and more time actually interviewing candidates who check all your boxes, less stress, less time, more results. When you need the right person to cut through the chaos, this is a job for Indeed Sponsored Jobs. And listeners of the show will get a$75 sponsored job credit to help get your job the premium status it deserves at indeed.com slash podcast. So just go to Indeed.com slash podcast right now and support our show by saying you heard about Indeed on this podcast.

15:56That's Indeed.com slash podcast. Terms and conditions apply. Need a hiring hero? This is a job for Indeed-sponsored jobs. This episode is brought to you by Built, the intelligent finance platform that helps businesses scale with proven results. Look, Yeti's paying and getting paid. That is a pain for small and medium businesses out there. Did you send the invoice? Did they see it? Did you remember to remind them to remember to pay it? Oh, I totally forgot, Jack. Besties, if you drop the ball on any of those, you don't get paid and you're missing out on cash flow. And unless your customers are mind readers, which they aren't, they're probably just busy and forgot.

16:29You shouldn't have to chase them down. Powered by AI, Bill does all that, simply and automated so that you don't have to. ACH, check, credit card, international wire transfers, they probably do carrier pigeon. Bill lets you pay and get paid how you want. Bill is the intelligent finance platform trusted by nearly half a million businesses. and over 90 of the top 100 U.S. accounting firms to manage, move, and maximize their money. They've securely processed over a trillion dollars in real transactions. That is proven infrastructure you can actually trust. Talk with an expert at bill.com slash proven and get a$250 gift card as a thank you.

17:03That's bill.com slash proven. Terms and conditions apply. See offer page for details. For our third and final story before your weekend, Aura Ring. They filed to go public and launched a new ring that's 40 % smaller. But we don't wear health trackers, do we, Nick? And we don't because of the pleasure-to-measure trade-off. The besties. Can we talk about the Fitbit of fingers? The Peloton of the Pointer? The Oura Ring is a$350 wearable that somehow tracks your whole body just from the pulse of your pinky. Besties, you cannot get engaged in San Francisco unless you propose on a Presidio hike with an Oura Ring, man.

17:41Wait, they don't sell diamond Oura Rings, do they? Get down on one knee and tell me how many steps you got today, Jack. Or a ring confidentially filed to IPO last week. And if it does IPO this year, they'll be targeting a valuation more than their$11 billion private market valuation. Jack, can you sprinkle on some context to$11 billion for a circular ring company, please? That's on par with Cartier, the jewelry company that makes real rings. You see, Or is 13 years old. Cartier is 177 years old. Why do investors love this new startup so much more than the icon of Cartier? It's the tech. Because not only do you pay$350 for the ring, you pay$6 a month in perpetuity for the subscription.

18:18Tiffany's, they can't pull that off. The ring is worthless without that subscription. So Aura, they sold 3 million rings last year, up 100 % from the year before. And most of those customers? Probably American Express Platinum cardholders. Because Amex has given you a$200 credit for the ring. If you got Whoop, you're probably a Chase Sapphire guy. But back to Aura Ring, Nick. Their growth strategy, can I say it reminds us of Lord of the Rings? Trust us on this one, Frodo. We got an explanation. Because the customer range at Oura Ring is wider than the fellowship of the drinks. It's like dwarves, hobbits, and wizards?

18:50Oh my god. You're the elf. I'll take the elf. You see, the biggest surprise when you study the customers of Oura Ring is that their biggest buyer is the Pentagon. The US government gives our soldiers Oura Rings to track our soldiers' health. But Jack, who's the next biggest buyer of Oura Rings? 20 to 30-something women who use it to track their ovulation. Because here's the plot twist. Last year, Aura Ring went through a gender flip from majority male customers to majority female. So to ironically quote Sheryl Sandberg, Aura Ring is now leaning in. Which is why this week they launched their smallest smart ring in history, Aura 5, 40 % smaller than the Aura 4.

19:24And the simple reason, the Aura is a pretty big ring. It is a big ring. It might look normal on a man hand, but it looks kind of big on a smaller woman's dainty finger. So they spent the last couple of years miniaturizing the tech to fit in a metal band 40 % smaller. The same data gets delivered just on a daintier ring. Plus, you don't want a big ORA ring competing with your big engagement rock on the same hand. Again, when are they going to launch diamond ORA rings? Besties, the newest feature in the ring, by the way, it's menopause tracking. They'll give you a pre-hot flash heads up based on your metrics.

19:56So from what we can see, ORA is leaning into its lady era. But there's one non-lady risk that we're wondering about when we get access to that IPO paperwork. So Jack, oh, one sec. I got to get 150 more steps. One sec. I'll just be a second. Wait, why don't you just start marching in place for the rest of the show? All right, I got you. So Jack, what's the takeaway for our buddies over at Aura? It's the pleasure to measure trade-off. There's a cost to that good night's sleep. Yetis, there is a viral clip right now of the diary of a CEO podcast host. He had a couple glasses of Cabernet one night, and he said it ruined his sleep score for the week.

20:34The result? Stephen Bartlett said he's not going to have wine with friends anymore. You see the problem there, besties? He's prioritizing a sleep score and a nap over a fun night out with his friends. Look, using the Oura Ring to track ovulation as like a form of birth control, great idea. But it's possible that this trend of optimizing all our health metrics with data tracking wearables is a fad. And Jack, what could cause that fad to break? The realization that we're optimizing sleep at the expense of the things that make life worth living. Jack and I call this the pleasure measure trade-off.

21:04And if we're right, this moment could mean peak sleep health metric optimization. I mean, think of all the wearables on you right now. Your iPhone counts your steps, your AirPods count your sound levels, and your whoop counts your respiratory rate. Your Fitbit counts your calories, your eight mattress captures your temperature, and your Oura Ring captures your blood oxygen levels. And each wearable isn't just measuring, but scoring, designing your life around one number. But none of those wearables measure how awesome it was to order one extra drink at the cocktail bar with your buddies. Or staying for the encore at the Dolly Parton concert the other day.

21:33or watch the final out of the baseball game and witness the fireworks after the victory. So besties, this is the conversation starter Jack and I want to leave you with for your weekend brunch table. Are we over-optimizing on all this sleep optimization at the expense of the stuff that makes life great? Is it optimization saturation? Tell us where you stand on the pleasure to measure trade-off. Jack, could you whip up the takeaways for us for the real Friday? Dolly Parton is opening the coolest gas station you'll ever see. Classic. She's capturing experience economy overflow. So this gas station has a concert stage.

22:06For our second story, Instagram Plus is four bucks a month and lets you see who viewed your story, unless it's your ex and they're paying for the incognito. Pro hockey player and you've won the Stanley Cup? Are you kidding me? Yeti Zuck will never let us use Instagram ad-free because advertisers will pay more than we will. Third and final takeaway, what do we got, Jack? Oraring filed to IPO and has flipped from men to women as the main customer. It's the pleasure, measure, trade-off. Let us know where you think. But besties, this pod's not over yet. Here's what else you need to know today. First, Spotify is back in its splurge era.

22:40They just dropped a reported 100 million bucks on a single podcast. That podcast is on purpose with Jay Shetty, the lifestyle and meditation guru who has such a soothing voice. But here's the plot twist. It ain't just Spotify. Netflix is teaming up as well, taking video off of YouTube to go to Spotify and Netflix. Yeah, they opened up a Splitwise account to pay for this$100 million bill. Yeah, so Jay Shady, the monk to the stars, is getting$100 million to move his show from YouTube to Spotify and Netflix. By the way, Spotify and Netflix, you know, just kiss already. Just merge. You guys love each other, clearly.

23:12And second, Anthropic today officially passed OpenAI as the world's number one AI lab. That's based on their fundraise that just closed and values Anthropic at$900 billion. It's the most valuable private startup in the world ahead of OpenAI's$730 billion valuation. And their chatbot, Claude, just launched an updated model that's allegedly more honest. Or so it says. And finally, Lululemon's fight is over. They just announced a settlement with their biggest enemy, ironically, their founder. Chip Wilson has been battling his old company all year. He even took out an ad in the New York Times calling for the board and the CEO to be changed.

23:49Yeah, Lululemon's stock's down 60 % in the last year. Chip thinks the brand has no product mojo anymore. So Lululemon agreed to add three of Chip's preferred board members. It's a ceasefire. In exchange, Chip agreed to not publicly attack his company for 18 months. Now time for the best fact yet. This one sent in by legendary Yeti Dylan Steinfeld from lovely Atlanta, Georgia. Now as a quick reminder, we were talking about SpaceX's IPO. And we said that one of the goals for Elon, the board will give him a gigantic bonus if he starts a city on Mars and has a million people in the population. Yeah, and we said that city on Mars would be called New New York.

24:25Well, here's the fact from Dylan. Hey, Nick. Hey, Jack. Dylan Steinfeld from lovely Atlanta, Georgia here. You recently said on the pod that nobody has done New New York yet, so here it is. Did you know Futurama holds the ultimate zombie record as the most resurrected animated series ever? Set in New New York and created by the Simpsons mastermind Matt Groening, it was canceled and revived four separate times across Fox, Comedy Central, and Hulu. Undeniable viewership data proved this cult favorite was simply too profitable to stay dead. The big question is whether regular York will just become old York at some point and complete the whole circle.

25:01Yetis, you've looked fantastic all week. Jack, you are glowing, and we would love to get to see you glow in person. So snag your tickets right now to the IPO Tour's second half of the year shows, San Francisco, Boston, and Seattle. We got the links in the episode description. snag your tickets all weekend long, and Jack and I can't wait to see you live.

25:25And before we go, a happy birthday to legendary Yeti Zuri Turner, their first month as a Yeti and celebrating in Orlando. And Jevers Chen from Guangzhou, China, is celebrating while scuba diving under the sea for the birthday. It's pronounced under the sea. And Suyath Parth has turned 30 years old down in Redmond, Washington. Happy 25th birthday to Sam Chiazza in Lancaster, Pennsylvania. And Senth Langeerich is turning 17 years old in Nara, Japan. Happy birthday to Stephen B. Sipping a hazy IPA right now in Oregon. And Julie Enfield. Enjoy that 52nd birthday down in Tucson, Arizona. Happy birthday to Kate Opiker in Singapore.

26:02And Molly Rubin from West Hollywood is celebrating the golden birthday in Punta Mita, Mexico. Congratulations to Ron the Boilermaker Zeltwanger, who retired after 25 years at First Source Bank. And Miranda Fairbanks and Caroline Buckheit are having the best weekend yet, eating several bagels and getting 10 ,000 steps and a lot of dot cakes in New York City. And a big shout out to Claire Badarocco, who wore the T-Boy hat across pretty much all of the coolest places in Italy. Yeah, if there is a Roman ruin, the T-Boy pink slammin' salmon hat has been there thanks to Claire. Claire, you're the best one yet.

26:35And to anyone else celebrating something today, make it a T-Boy. Celebrate the wins.

26:42This is Jack. I own stock of Netflix, Nick own stock of Lululemon, and we both own stock of Peloton and Spotify. Still waiting in line? Again? That's time you'll never get back. Save time and money with Stamps.com. Over 4 million businesses have skipped the line with Stamps.com. Join them to save up to 90 % off carrier rates from your computer or phone right now. Print postage for certified mail, registered mail, and packages in seconds. Then schedule a pickup right from your home or office. For a limited time, go to stamps.com and use code podcast for a free welcome gift. Taxes and fees apply.