I think that's where a lot of these sort of innovators and digital pioneers are going to take it.

It might have started on the blockchain, but the ones who are continuing to succeed and innovate

are taking it in different directions and bigger directions.

And certainly I don't think you can get much bigger than, you know, millions of cups at McDonald's

that are branded and doodles.

Like that is pretty prolific.

So major hats off to their team.

Hello, Sam. How are you doing? Hey, Avery. Great to see you. I'm doing great. Hey, what's going on in

your background? I see water bottles. I see Gary V.

I see Tony Robbins.

What's going on here?

You do see Gary and Tony Robbins.

There's a gigantic stack of day trading attention books on the shelf in my office.

I'm actually heading off to Miami Ad School this evening to do a talk for some advertising folks. I'm going to bring them only the best book for modern marketers to read.

Of course.

We all need to day trade attention, which I kind of feel is a little bit of what we're

going to talk about today.

We don't have a gas.

We're just going to get into all the stuff that's happening.

It's been a crazy, crazy week, Avery.

And there's so many things I wanted to talk to you about. The first is, you know, I'm not one to use the We Are So Back phrase lightly, but, you know, this week, the entire internet was a buzz around this collaboration with McDonald's and the Doodles, NFT collection, which despite all best efforts from a lot of the haters,

seems to still be going, still be thriving. They're doing some great stuff. And the biggest one

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