NEWSMAX

And we just launched the Tiers program. You got it on your app, where we're just getting people further and further into the cycle to keep them as long as we can. What's the thesis on celebrity collabs? Very unique, Very interesting. Yeah. Are you ramping that up? How do they work? Yeah, so they. I would say the thesis is at the top of funnel. They don't make or break the business from like a dollar's perspective at all. But you get a lot of eyeballs and you can leverage audiences that we may not have already. Yeah. It feels like it's like the Hailey Bieber smoothie was like globally relevant. It was like global news or at. I mean that. That SKU in particular was broke. The Internet anomaly. Yeah. Like they'll do HBS case studies on that individual item. You could run businesses off of that item alone. Yep. But we run them every month. They're successful. They usually last 30 days. We leverage another audience then we've kind of built a system and a process. We can just keep kind of going with them. Yeah, that's great. Yeah. How do you. How do you think about balancing the in store experience for people.

Four stores, no corporate offices. And we've just grown since then. What is the overarching thesis on 15 stores in one? 14 stores in one region? I guess the 15th store opened in Thousand Oaks. That might have been 14. Palisades closed. It's reopening all the stores. Right. In one locality. What's the benefit? What's the thesis around expansion? We run out of a commissary model. That's the reason. So we have a commissary kitchen in downtown la. Oh, okay. We call it Erewhon Disneyland. Sure. It supports all of our stores. So any normal cafe can't do what Erewhon can do without the support of a central kitchen. That makes sense. That allows us to do sort of this hub and smoke, bottle and grow. Got it. Okay. And it lets us do what we do. So you gotta be really, really big until you can do the second hub. Exactly. Cause you can't just jump one store. Exactly, exactly. Everyone talks about. Cause there's a world where it's like, oh, yeah, there's one in San Francisco, one in Manhattan. But that wouldn't work. Doesn't work. It works for grocery stores, it doesn't work for food. Sure, sure. And the prepared foods will make Air1. Air1, at least we think. Yeah. No, we think about growth in terms of everywhere we can drive from our commerce, our kitchen. So further south's in play. The Bay Area is in play. As soon as everyone Talks about Air1, New York City, which would be a smashing hit. We know that. You got to have the supply chain to support it. Got it. Okay. What is the model for platforming or accelerating new and upstart brands? Like, there was a while ago where I believe maybe a decade ago or two decades ago, before the Amazon acquisition, Whole Foods had, like, regional buying. So, like, if you could get in one Whole Foods, you could use that as a toehold, as like a CPG company. And I'm interested in, like, what role do you see Erewhon playing in being a curator, a tastemaker, an important pillar in the growth story of modern CPG companies. Yeah. I mean, it's been organic, but we are the top of funnel for every CPG brand. Or we try to be right. Whole Foods was it at some point. I have a background in CPG before this. And every brand wants to be in Erewhon. We like to remind people you can't make a business on 15 stores. You have to grow from there. But you can get the volume, the velocities that you can take in Erewhon and prove that to other retailers, other investors, et cetera. And it's happened organically. We just have a cache of bringing in the best and the newest and knock on what everyone wants to be in Erewhon without us having to go out and forge all those brands today. And.

For getting work done with AI agents. Whether you're writing code, analyzing data, creating content, or automating business workflows, Codex helps you move projects forward from start to finish. A Brooklyn store employee prevented Kelly Clarkson from buying an animatronic bird and the post hit the timeline like a thermonuclear explosion. Did you follow this? You said you were getting a lot of fake news. We got the truth nuke coming in. I have no idea what happened here other than what you've already told. It's pretty aggressive. That's still not fast enough. Still not my tempo. So Pablo Torre actually went and did a deep dive on this. I don't know where we should start, but it's a pretty wild, wild story. So Kelly Clarkson started with a post on October 10 that kind of put this on the timeline. So she said, just drove all the way to Brooklyn to check out this store I thought looked really rad and had a few things in mind to buy and literally was looked at as if I couldn't afford it and was told he could find something comparable for me. Wow, dude, you're an idiot and just lost a huge sale. But y' all should go check out Art of Play in Brooklyn and she name drops them. If you enjoy being treated like Julia, like Julia Roberts character in Pretty Woman for sure. Check it out. Thumbs down and Eliano from Palantir says, Kelly, you would never be treated this way in the Palantir Pop up shop in Seoul, South Korea. That's very funny. And so Art of Play fired back, they said. Yesterday, Kelly Clarkson visited us in Brooklyn and inquired about buying Molly, a one of a kind singing and dancing bird automaton who plays an important role in the magic shows we host here. Molly is permanently attached to the wall and isn't for sale. However, the negative experience Kelly described on Twitter would resonate with anyone who has felt judged in a shop at Art of Play. Whether someone comes in to make a purchase or simply look around for a while, they are equally welcome. We greet everyone who walks in the door with the invitation to pick things up and play. And they do. Many stay for hours enjoying our puzzles, games and toys. Imagine our surprise when our small local business was suddenly attacked by 8 million people who have never visited our store. Yeah, they're getting review bombed. And like a lot of negative messages, it's been a surreal experience to be the focus of such widespread outrage after just one mention by a celebrity. Thanks to all our friends for their support and welcome to all the curious folks who have discovered Us amidst the drama. We're going to keep our heads down and hopefully we can clear things up with Kelly someday. As a talented, popular singer once said, what doesn't kill you makes you stronger. Clever response. Hot take. I think if you go in a store, everything should be for sale. I think you should be able to buy the point of sale system. If I want that square reader, you gotta sell it to me now. It's gonna might cost me a pretty penny because what happens if I buy your toast device? You're gonna be out of business for that day. It might take you a couple days. That's lost revenue, that's lost profit. I want you to build a discounted cash flow analysis. Think about all the different inputs. It's not just that you're gonna be offline, not taking any revenue in, not earning that margin over the days. While you're waiting for your next toast reader to come in the mail, you also might suff. You might be closed on a day that you're not and your best customers might be upset. All of that is quantifiable. Put it in the spreadsheet, discount it with a cost of capital and get me a number. I want to be able to buy it. If I want to buy the chairs, the countertops, the ceiling tiles, I should be able to buy anything when I go in a store, whether or not it's something that people normally buy. Let me tell you a story. More simple solution from Alexander in the X chat. Just don't go to Brooklyn. That works too. Let me tell you a story. I had a buddy from the old country. He was from Eastern Europe, Middle Eastern area. And he said, oh, man, clubs are different. Very general area, opposite side of the world, okay? And he said, oh, man, like, clubs where I come from are very different. You can do anything in the clubs. And I'm like, okay, what? And he's like, like, bottle service. Yeah, yeah, they'll bring out bottle service with the sparklers. And he's like, but they go further. There's one club that will allow you to burn the club down. And I was like, oh, what does that mean? Like, you can just go crazy and have the bottles spraying everywhere. He's like, no, you can literally burn the club down. They have figured out how much it costs to rebuild the club from the ground up. So if you have the money, at the end of the night, they will evacuate the building and you can start a fire that burns the club to the ground. And it's going to cost you a ton of money because the club's going to be out of business for six months while they rebuild. But they have thought of that and they have priced it and it's an option, it's on the menu. And this is the way business should be done. Yeah, right, I agree. Let me tell you about Cisco. Critical infrastructure for the AI era. Unlock seamless real time experiences and new value. With Cisco, Pablo Torre has gotten to the bottom of the Kelly Clarkson bird story. He got the camera footage from the security camera footage for the bird encounter. It's a pretty busy moment. It's a pretty busy score at the moment. It's actually sort of hard to tell. I didn't come away being like, this is really bad on one side or another. I don't know if I just didn't watch the video closely enough. Do you have a take on this or are you okay? Yeah. I don't understand why this is a story at all. Well, it's a story fundamentally about humanoid robotics and robotics because she's buying a bird automaton. This is AI demand. This is demand for artificial intelligence. I insist that animatronics should be included in the artificial intelligence. Boom. You go to Walt Disney World and you see it's a small world. You're looking at AI. Yeah. You're welcome. You're welcome. Agreed. Yeah. No, I think people just like it because she's such a big celebrity and she's, you know, sort of having this like, you know, minor conflict with this local store and they're going back and forth and going and, you know, trading shots across the, across the Internet. I thought the bird was $5,000. Now it's allegedly $15,000, but it's a pretty cool bird. Have you actually seen the video? No. It's awesome. Oh, no, no, I haven't. I still am not. It has a bunch of wires. It has a bunch of wires and it actually dances around. It looks, it looks incredibly accurate. It sings, it's fun. And you crank it. It's the original Iot. It's the solution. This is for your bird song. You're not gonna get a little speaker that plays a cute little noise. You need an animatronic bird. She said she, she literally just put apple. Do you think she was trying to build like a tier? She was trying to go. You think she was trying to build a analog cuckoo clock? Maybe it's basically that. Yeah, it's basically. But I guess you have to crank.

Codex helps you move projects forward from start to finish. A Brooklyn store employee prevented Kelly Clarkson from buying an animatronic bird, and the post hit the timeline like a thermonuclear explosion. Did you follow this? You said you were getting a lot of fake news. We got the truth nuke coming in. I have no idea what happened here other than what you've already told me. It's pretty aggressive. That's still not fast enough. Still not my tempo. So Pablo Torre actually went and did a deep dive on this. I don't know where we should start, but it's a pretty wild, wild story. So Kelly Clarkson started with a post on October 10 that kind of put this on the timeline. So she said, just drove all the way to Brooklyn to check out this store I thought looked really rad and had a few things in mind to buy and literally was looked at as if I couldn't afford it and was told he could find something comparable for me. Wow, dude, you're an idiot. And just lost a huge sale. But y' all should go check out Art of Play in Brooklyn. And she name drops them. If you enjoy being treated like Julia, like Julia Roberts character in Pretty Woman for sure. Check it out. Thumbs down and Eliano from Palantir says, Kelly, you would never be treated this way in the Palantir Pop up shop in Seoul, South Korea. That's very funny. And so Art of Play fired back, they said. Yesterday, Kelly Clarkson visited us in Brooklyn and inquired about buying Molly, a one of a kind singing and dancing bird automaton who plays an important role in the magic shows we host here. Molly is permanently attached to the wall and isn't for sale. However, the negative experience Kelly described on Twitter would resonate with anyone who has felt judged in a shop at Art of Play. Whether someone comes in to make a purchase or simply look around for a while, they are equally welcome. We greet everyone who walks in the door with the invitation to pick things up and play, and they do. Many stay for hours enjoying our puzzles, games and toys. Imagine our surprise when our small local business was suddenly attacked by 8 million people who have never visited our store. Yeah, they're getting review bombed. And like a lot of negative messages, it's been a surreal experience to be the focus of such widespread outrage after just one mention by a celebrity. Thanks to all our friends for their support and welcome to all the curious folks who have discovered us amidst the drama. We're going to keep our heads down and hopefully we can clear things up with Kelly someday as A talented, popular singer once said, what doesn't kill you makes you stronger. Clever response. Hot take. I think if you go in a store, everything should be for sale. I think you should be able to buy the point of sale system. If I want that square reader, you got to sell it to me now. It's gonna might cost me a pretty penny because what happens if I buy your toast device? You're gonna be out of business for that day. It might take you a couple days. That's lost revenue, that's lost profit. I want you to build a discounted cash flow analysis. Think about all the different inputs. It's not just that you're gonna be offline, not taking any revenue in, not earning that margin over the days while you're waiting for your next toast reader to come in the mail, you also might suff. You might be closed on a day that you're not, and your best customers might be upset. All of that is quantifiable. Put it in the spreadsheet, discount it with a cost of capital, and get me a number. I want to be able to buy it. If I want to buy the chair, it's always a number. The countertops, the ceiling tiles. I should be able to buy anything when I go in a store, whether or not it's something that people normally buy. Let me tell you a story. More simple solution from Alexander in the X chat. Just don't go to Brooklyn. That works too. Let me tell you a story. I had a buddy from the old country. He was from Eastern Europe, Middle Eastern area. And he said, oh, man, clubs are different. Very general era, opposite side of the world, okay? And he said, oh, man. Like, clubs where I come from are very different. You can do anything in the clubs. And I'm like, okay, what? And he's like, like, bottle service? Yeah, yeah, they'll bring out bottle service with the sparklers. And he's like, but they go further. There's one club that will allow you to burn the club down. And I was like, oh, what does that mean? Like, you can just go crazy and have the bottles spraying everywhere. He's like, no, you can literally burn the club down. They have figured out how much it costs to rebuild the club from the ground up. So if you have the money, at the end of the night, they will evacuate the building and you can start a fire that burns the club to the ground. And it's going to cost you a ton of money because the club's going to be out of business for six months while they rebuild. But they have thought of that and they have priced it and it's an option, it's on the menu and this is the way business should be done. Yeah, right, I agree. Let me tell you about Cisco. Critical infrastructure for the AI era unlocks seamless real time experiences and new value.

Egg out of the golden goose that is the traditional model. I don't know. Well, there's a deep dive on GTA 6 in Bloomberg. It's pretty fun. Should we go through read the highlights? Let's read the highlights. GTA VI has been in development for eight years. I thought it was longer. I thought they started it like right after GTA V, but I guess it's only been eight years. It's still a really long time. The original version included large areas of north and South America, but the scope was eventually reduced to Vice City, Miami, and its surrounding regions. Rockstar initially planned to develop GTA 6 alongside Red Dead Redemption 2, but RDR2 required most of the company's resources delaying GTA 6's development. Rockstar shifted from developing multiple games simultaneously to focusing most of its workforce on one major game. Rockstar's workforce nearly doubled, growing from 2,441 employees in 2018 to 4,711 in 2026. Spread across 12 offices, Rockstar's Three Heads of Development has three heads of development. The game's basic story was established by 2019. Wow. They locked the story seven years ago. That's crazy. I mean, they probably iterated a bunch, but pretty cool how much they worked on this. The developers experienced a difficult early development phase, described as a dark period when the game's overall vision remained unclear. By 2022, though, enough of the game system had come together for developers to begin seeing the complete vision. GTA VI features Rockstar's most realistic and detailed open world yet. Building heavily on systems introduced in red Dead Redemption 2, they invested heavily in making NPCs feel believable rather than simply populating the world with generic characters. The developers struggled to balance realism and entertainment, debating how interactive everyday activity should be, such as purchasing drinks or preparing food. Jason and Lucia can spend time together throughout the open world rather than interacting only during scripted missions. Very fun. There's a whole bunch more. Wow, there are so many, so many takeaways. This synth potato thread is really, really long. Anyway, I'm excited to play when it comes out. Also, Xbox introduced a new controller, the Xbox nano controller, for $49.99. The controller works on Xbox consoles, Windows PCs, mobile devices, and TVs. This looks like it's for casuals. It does casuals, and I'm a casual. I'm potentially the most casual player and even I look at this and I think that's not. I don't know if that's for me. Okay, well, I'm sure people will hack this to work with everything and probably run everything as well. I saw some people vibe coding different controllers. There's a Star wars pod racing game, and someone had really sweet controls that mimicked the actual movie pretty effectively. Whatever you're vibe coding, do it with Codex. Codex is a powerful workspace for getting work done with AI agents. While you're writing code, analyzing data, creating content, or automating business workflows, Codex helps you move projects forward from start to finish.

Is somebody in your life turning 50? What a better way to celebrate than this? I like it. What's going on over at Xbox? Xbox, they started a lab to lean into vibe coding and decompiled games. They recognize that it's good for players, but it might challenge the business model. But they're in a unique position being owned by Microsoft to potentially change their business model and not be so reliant on quarterly earnings. And so Asha Sharma over at Xbox is winning accolades. A lot of love on the timeline for her. So she said, today we're standing up xbox labs labs.xbox.com and you should pull up the website because it's very, very cool design, showing all the different Xbox intellectual property in some fun things that you can like click buttons to change the style. But she sent this note to the team. Yeah, look at this, Jordi. So, and then click the different, not, not the email sign up, but at the bottom there's like keys that you can click. You can click like. Yeah, you can make it dark mode, light mode, color black and white, green, and you can cycle through all these things. It's a pretty cool design and it looks like you can like draw on it and stuff. It was fun. The first video games emerged some 75 years ago. In the time since, there have been booms and busts. But every year there are more great games to play, more devices to play them, and best of all, more people playing than ever. That growth has made Xbox what it is today. In recent weeks, we've rapidly decompiled and rebuilt to run on hardware they were never originally intended to support. Windows PC builds have been translated to run on Apple Silicon, ported to run inside of a web browser using webassembly. But perhaps more surprisingly, we've seen many of the biggest games in the world have been remixed into the source code of another. We saw this with Call of Duty and Minecraft. Right. These experiments challenge long held assumptions about our industry. The tether between software and hardware, the boundary between creation and play, and how people discover and experience games. While it's hard to predict the future, it's easy to see the possibilities in making great games easier to access. So these are unmistakably good outcomes for players, even when they challenge our existing business models. To explore these possibilities, they stood up Xbox Labs, a small group of game makers, engineers and scientists whose job it is to turn emerging ideas into things our players and developers can experience. We'll build in the open, learn from what people can do, and so people are excited. John Palmer said if Xbox launched an official version of decompiled Halo with a Forge mode and a marketplace discovery of mods akin to how Roblox works, they would make $1 trillion. Maybe a little hyperbolic, since you can do a lot of these mods for free, but it is very interesting that they're at this threshold of do you want to completely burn down the old business model in favor of something new, or do you want to try and fight it out and squeeze the the last egg out of the golden goose that is the traditional model? I don't know. Well, there's a deep dive on GTA 6 in Bloomberg. It's pretty fun. Should we go read the highlights? Let's read the highlights. GTA 6 has been in development for eight years. I thought it was longer. I thought they started it like right after GTA 5, but I guess it's only been 8.

On public. I got a fun business idea, a way to make a little extra money this Halloween. So with the power of artificial intelligence, it's easier than ever to file a lawsuit. So here's what you're going to do. You're going to go to popular places where trick or treaters are. You're going to find the kids that have handmade costumes from characters that are not in the public domain yet. So Iron man, that's still Disney intellectual property. So you show up and you act like you're doing one of those TikTok, like man on the street. Oh, I love your costume. Serve the person. Is it homemade? And they're like, yeah, I did make it myself. I didn't buy this. I didn't pay the royalty. And you get their name, and then you generate a lawsuit and you say, like, I'm here to serve you with intellectual property theft. Small claims. Well, lawsuit. So John LG actually makes a pocket photo printer. So why not generate the lawsuit on the fly and print it there? Exactly. Serve. Serve the parents. Serve them. Right. Yeah. And so then they're gonna be, oh, no, I don't. I don't want to get sued. You know, do you work for Disney? And you have to be like, oh, don't worry about that. And then. So then you offer to settle the lawsuit on the street over Venmo or something wildly illegal. But then there's a second step. So once you have all of these adorable kids with their homemade but intellectual property infringing costumes, you go to the studios, you take the meeting with Disney, and you say, look what I've done. I've found so many instances of intellectual property infringement we can clean up here. And they're going to look at you like, are you insane? You're going to ruin our brand. Homemade costumes are the lifeblood of our fandom. If this gets out, it will destroy our brand. We will look like an evil corporation. And then you'll say, yeah, it'd be a shame if this got out. Let's settle over Venmo so you can Venmo me to make this go away. I won't release the footage of the lawsuits for the kids who are wearing intellectually sitting there like this. You got them pinned over here. Exactly, exactly. Easy money this Halloween. Yeah, A couple extra bucks for you if you're trying to be entrepreneurial. Anyway, let me tell you about Shopify. Beautiful Mind. Shopify is the common.

Your FIGMA files with design, system, context we covered at the end of the show yesterday. But I mean, pretty huge news in the world of corporate espionage. OpenAI caught someone planting a bugging device by having a hidden camera behind one of its TVs. And so this was all over the timeline. We discussed it at the end of yesterday's show. But Abdul Rahman Al Fazan, the alleged OpenAI spy, used an AI generated image of him. So speaking at Stanford University as his LinkedIn and X profiles, despite having no documented connection to the school. But there's a community note on this. There's a lot of people going back and forth. Apparently his actual profiles now show the real information, but there's a whole bunch of back and forth. But it seems like it was a pretty simple device. I saw some reports that it was a cheap Chinese made recording device wrapped in toilet paper and inserted in the back of television in an executive conference room. And folks are saying that it cost maybe 15 bucks, something like that. And so there's also debate over, you know, is he an American citizen, is he Saudi national? There's a picture of him alongside Saudi Crown Prince Mohammed bin Salman in 2018. But, you know, anyone can stand in line for a photo for a photo op. But this story is developing. The FBI is truly investigating this. And so it'll be interesting to see what comes of this, what the motivation was. Kylie Robinson called it amateur hour Chatbot account associated with the engineer spouse, which shared identifiers with his own account, submitted prompts about building and concealing a continuous audio recorder, adding WI FI connectivity, listening remotely and encrypting its memory card. According to the complaint, the account also submitted questions containing details specific to the recovered device, including its unique network identifier. Yeah, pretty simple, like, how do I commit a crime? Like typing that into the computer and so not discovered preemptively, oddly enough, but seems like a pretty smoking gun if you're searching. How do I spy? How do I create a recording? Yeah, the whole thing, the whole thing is just very confusing. Like, this would make it seem like he's a lone wolf. Right. As if there was any type of like, sophisticated operation. Yep. You would think they'd be like, don't worry about learning how to spy, little bro, we got you. Yeah, totally. That is weird, for sure. And then the other thing that's odd is that the AI safety world, the general AI companies will be spying on each other. It's usually around nation states, it's usually around, like, stealing the weights and using the weights for the Frontier model for bad purposes or stealing the intellectual property. There's been a lot of back and forth and lawsuits around intellectual property, but you don't get that from eavesdropping on. On an executive conference. Right? An executive, like, there's no meeting between like Sam Altman and Greg Brockman where, where they're just like, let's read off the weights to GPT 7 starting at the beginning. 075. They're doing a table reading 2. They're doing a table reading. 7, 9. No, like, they don't. That's. You're not going to get anything. You're going to get like strategy, like corporate strategy, which is maybe valuable if you're like trading the stock market. But it's not like you're gonna listen in on a conversation and be like, okay, I know how I can just reverse engineer the next model. Which is very odd. So the motivations here are complicated. Like, it could be purely financial, could be something more nefarious. We'll let the FBI investigate. I think that's the photo of David Sender just slammed down. We got a new one in the Ultra dome. There we go. Looking good. Always with us. Anyway, the. The OpenAI Spiling spy listening device story, I mean, it's all over the timeline. People are having fun with it. People are worried about it. I'm sure the FBI will investigate and we'll have more information, but I don't really have a strong take other than like, it's bad, don't spy. And it reinforces the stakes. Like, security's really important. We know this. We've been talking about this. But it was weird because yesterday I was talking to somebody and they were saying, oh, yeah, the Instagram meta ads are so good because they obviously because they listen to my. It's so funny covering it up with toilet paper. Toilet paper. Would that. Not if you're looking behind a TV and you're like, what's that electronic device covered up with toilet paper? Like, that to me is much more interesting and concerning than if it was just a USB stick. You would never. Oh, somebody left a USB stick. Cause they were looking at photos on the, on the. Or if they just put like a fire, an Amazon fire stick back there, you wouldn't know. You would notice. You wouldn't notice it. You wouldn't notice it. You would only notice it if you were actually sweeping and you just like go back there and it's like glue and tongue depressors and Lincoln Logs and some Legos back there. It's like, yeah, it's gonna draw your eye. Cause you're like, toilet paper should never be in an electronics cabinet, period. Like, there's no reason for it to be there. As opposed to, like, usb. USB cables. Are they belong back there? Yeah. Something that looks like an hdmi. Yeah, exactly. Yeah, anything. Put an Xbox back there. I mean, you could literally put like a. Something in the shell of an Apple TV or in the shell of a Nintendo Switch. And somebody would just be, oh, it's a Nintendo Switch. And you could put something inside of the device. Sorry, we're giving spies, like, ideas now. This is bad. Forget what I said. Don't do this. Don't spy. You're going to go to jail. It's really, really bad. Anyway, yesterday I was just laughing because somebody was like, oh, yeah, the Instagram ads are so good now. And obviously they're listening to the audio around my phone ambiently, and that's why it's so good. And they weren't, like, alleging this as, like, a conspiracy theory that needed to be uncovered. It was just like a given. It was just like, oh, yeah, that's like one of the strategies and one of the features. Like, it's like, of course they, like, listen to everything you say and then they target ads and the ads are better. And it was just like. It wasn't like. And I'm mad about it. It was just like. And it obviously happens. Just business. This has been debunked many times. It was investigated by Wired in 2017. And Antonio Garcia Martinez talked about it on Joe Rogan in 2022. His reaction is actually funny. We should pull up the video that I put in the timeline of Antonio Garcia Martinez on Joe Rogan. I think it starts a couple minutes into this clip, but at around like 1 minute, 20 seconds, something like that. Because he just sort of laughs and then explains his position on, like, do they need to actually listen to you? But let's play this because it's a fun clip for me. History. Here's an ad for it. Let me ask you about this, because we've talked about this multiple times in the podcast. Sometimes you're having a conversation. Oh, God. The microphone thing, is that real? No, it's not real. No, No. I mean, I don't believe them. I haven't searched for it at all. Okay. And I got an ad for it. Something me and you were talking about. What was it? I. If I remember right, I couldn't remember, but it was something we're talking about after the show, six hours later. I'm getting an ad for it. Here's what I bet on. One of you two either searched or went to some website. Not only that, one of us. What, so if I do, he gets an ad? Yeah, that potentially. Yeah. How does your geolocation, which is also kind of crazy, but if it has your geolocation, your friend's geolocation. There's so many times when someone will recommend a product to me, and then I'll see an ad for it, and I'll be like, it was listening. And it's like, no, it has the receipt from the person that I'm connected with on Instagram. And then it saw that we were both in the same place. So clearly we talked about that. Like, it just inferred that. And then it shows you, like, 10,000 ads.

Building a relationship. Could be two weeks. Two weeks. Could be two weeks. Yeah. So we try to operate very differently from the traditional grocery store and that allows us to be fast. Yeah. So Whole Foods, you know, sprouts six month category reviews. They cut in new products. Yeah, we're reviewing products every Thursday in the office and we're reviewing categories on the go. Wow. And we can self distribute and bring them into our distribution center. We can go through distributors we already have and allows the brand to get on shelf really quickly. And how quickly do you know if something's going to work? Couple months. Really? Couple months. And it's hard. I mean Getting into ere1 is not the hard part. Selling at air1 is the hard part. Yeah. You guys have been there. Look at the beverage wall. Yeah. There's a ton of stuff. It's a ton of stuff Now.

No, I think. I think there's definitely potential because, you know, fundamentally, football is so much harder a problem than baseball. Yeah. Like, if you think about saber metrics, like, like Moneyball worked in baseball because it's so such an easy problem if you think about it. Yeah. One player at a time. People are in set pieces, the rules are so straightforward. Like, you know, you know, someone's batting, someone's pitching, then something happens and it's really well understood. Yeah. Whereas football, you've got 22 guys on a field and it's just complete chaos from, like, from a data statistical point of view. And so bringing, like, better technology to bear on that, I think can definitely be useful because I remember, like, even a couple years ago, it was not easy to take player tracking data and actually recognize what play just happened. Oh, sure. You know, was the defense in cover two? Were they in cover three? What was, you know, what run play did the offense do? What was the passing scheme? And so I think there's a huge potential for AI to help. Interesting. Yeah.

So definitely we don't have any consensus, I'd say, about how we should be using AI, what things are going to look like in a couple years. But I think we have pretty good consensus that math is not going to be solved. The amazing thing we're seeing is that we're pushing the frontier of what we understand and know mathematically faster than we ever have in history. And so we're understanding more, we're pushing boundaries further, but there's so much farther to go. And there are so many things we don't understand, so many tools that can be helpful not just in mathematics but in other areas. And so, you know, these modern developments, this is just like, you know, people used to climb a mountain, you know, using their own little ropes and things. Now we have a helicopter. But still, you know, there are further places we need to explore and things that we need to understand.

Think that these are tribal companies in ways that some of it is endemic to the space industry. It's a really interesting subculture. These are very sweet, smart people. Even low down the chain, you're dealing with people who have a sophisticated understanding of science. They really love what they do. They're very invested in space. They dream, science fiction dreams. They are tribal in that way. But you can't help but be at one of these companies and constantly track how the other companies are doing. And so people have gone back and forth, but not as much as you might think. Now that the money is out there and that there's some, there's some people at Space X who are ready to go. They've been working for it, they got their equity moment, they're ready to roll. But I don't think it's as cut and dry as other other businesses that are comparable. Like where, you know, an AI researcher might defect for a certain amount of money. One, the money isn't that size, right? It's still, it's good money, but it's not like AI researcher money. And two, they're often in different places and these are much more community oriented companies. So I don't think that Blue Origin is going to get there simply by rating talent. Yeah.