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Now, normally I don't roll up in here.

Live from Southern California, this is the Jim Rome show.

We'll not roll up in here.

Just crack open the mic and start spewing lava.

And just try to say a bunch of crazy bleep just to get you to react, just to get your attention, just to get you look at me.

Not my brand.

Not my brand at all.

That's liquid magma that you hear. That's lava.

You can get that pretty much everywhere else. That's the currency of pretty much everybody else.

Not us. We're different. I don't need that. I don't want that. I don't like that. That's not happening.

However, everybody can make a rule to an exception, even a standard. Now I know. The standard is the standard.

So there shouldn't be exceptions. Today, I will make an exception to our non-lava brand. So what that

means is I've given you fair warning. What you need to do is do what you have to do. Get out your

heat shield. Get out your, I don't know, welding helmet.

...