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Speaker 1: It's sweeping the world and I've never heard of it.

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Speaker 1: It's one more thing, Sack.

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Speaker 2: I saw a picture of the hot new boy band

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Speaker 2: the other day, the new BTS, Yeah, and I had

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Speaker 2: never heard of them, but they looked exactly like BTS.

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Speaker 3: K pop again.

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Speaker 1: Korean fellows Yeah, yeah, kind of a tough looking one

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Speaker 1: and yeah, exactly sporty one.

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Speaker 4: Yeah.

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Speaker 1: You know what's funny is because I read fairly voraciously,

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Speaker 1: mostly for this job, partly out of just habit, I

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Speaker 1: do become aware of some of the youth trends. I mean,

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Speaker 1: if you don't have kids, you have to accidentally come

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Speaker 1: across it.

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Speaker 4: Oh no, if I didn't have kids, there's a lot

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Speaker 4: of stuff I wouldn't know.

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Speaker 1: Well, right, but I'm thinking about, you know, back in

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Speaker 1: the day, not terribly long ago, the idea of like

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Speaker 1: the Wall Street Journal doing an article on me and

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Speaker 1: my friends saying, you know that kicks ass instead of

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Speaker 1: that's cool. I mean, nobody would care. Nobody would write

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Speaker 1: about it. Old people wouldn't be Older people wouldn't be

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Speaker 1: aware of it. They wouldn't know our hot trend. They

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Speaker 1: would know that Rio Speedwagon recently was hotter than sticks

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Speaker 1: or whatever. Nobody cared and nobody should care. Having said that,

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Speaker 1: I came across this headline, the billion dollar cookie empire

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Speaker 1: that teens love and parents hate. Okay, Katie, do you

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Speaker 1: know anything about Crumble?

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Speaker 2: Ah?

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Speaker 4: Sam said that to me on Sunday. I am really yeah,

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Speaker 4: came up somehow came up. He said, Oh, every crumbles

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Speaker 4: the hottest thing. Dad, dude. I was like, I don't

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Speaker 4: know what you're talking about.

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Speaker 3: Wait a minute, they're so good. We're getting a sex

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Speaker 3: face from Katie.

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Speaker 4: Michael, They're very good.

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Speaker 5: The things I would do for Crumble cookies.

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Speaker 3: Oh don't la la la la. Hr is going I'll.

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Speaker 4: Lose my toes over those cookies.

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Speaker 1: Wow, a really dark diabetes joke, but a good one

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Speaker 1: from Michael.

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Speaker 4: So are they in plastic like oreos? Do I buy

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Speaker 4: them at a store?

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Speaker 1: Oh?

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Speaker 5: No, They in a box like donuts.

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Speaker 1: And they're they're five bucks each, like in seven hundred.

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Speaker 4: Calories per cookies.

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Speaker 3: So here's the.

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Speaker 1: Story, and this is this is it's it's more about

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Speaker 1: the Internet age than the cookies. Every Sunday at eight

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Speaker 1: pm Eastern, tween and teen girls across the country check

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Speaker 1: Crumble cookies.

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Speaker 3: It's Crumble without the e at the end.

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Speaker 1: Crumble, they check Crumble Cookies social media to discover the

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Speaker 1: week's newest flavors.

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Speaker 3: Then they start begging their parents to take them to

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Speaker 3: the bakery for.

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Speaker 1: Five dollars for a five dollars seven hundred calorie cookie,

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Speaker 1: And like.

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Speaker 4: Can I go to any grocery store?

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Speaker 5: Do I have to go to a you have to

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Speaker 5: go to a Crumble cookie.

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Speaker 4: A Crumble cookie, Okay, yeah, I have them near me.

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Speaker 4: I don't know.

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Speaker 3: Just a few more details that will probably make it.

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Speaker 1: Oh, my wife was baking cookies yesterday afternoon.

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Speaker 3: Holy cats. I just thought, wow, fresh baked cookies.

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Speaker 4: I mean, yeah, you can't say no to that.

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Speaker 1: No, And it's just it's we maybe the best smell

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Speaker 1: on earth other than like your baby.

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Speaker 4: We were at we were at a restaurant the other night,

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Speaker 4: and one of the dessert options were three cookies and

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Speaker 4: a glass of milk. And it was like fifteen dollars

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Speaker 4: or something for three cookies and glass of milk. But

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Speaker 4: they baked them. It took a while to get the dessert.

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Speaker 4: But you had a hot, fresh baked chocolate chip cookie,

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Speaker 4: oatmeal raisin cookie, and then some other kind of cookie

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Speaker 4: and a cold glass of milk. I thought, that's a

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Speaker 4: freaking good dessert right there.

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Speaker 5: Yeah.

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Speaker 1: Wow, Wow, you throw a snickerdoodle in there, fresh bake.

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Speaker 4: Yeah, oh well, I don't think you can top Michael,

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Speaker 4: who is actually diabetic. I give up my toes for that. Jack.

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Speaker 5: There's a crumble cookie in West sacramentow. You can hit

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Speaker 5: it on your way home.

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Speaker 4: Th oh, just what I need.

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Speaker 3: Wow wow.

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Speaker 1: So it doesn't matter if anyone really likes pink donut,

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Speaker 1: lemon cheesecake or oatmeal skillet cookies.

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Speaker 3: They feel like they have to have them.

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Speaker 1: And TikTok YouTube and Instagram videos are fueling the surge.

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Speaker 1: So what's really interesting and the reason I brought it

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Speaker 1: up is the co founders have concocted what the Journal

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Speaker 1: calls a perfect recipe of social media and sugar quote.

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Speaker 1: Our strategy right from the beginning was social media, says

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Speaker 1: Jason McGowan, who started the company. What is this seven

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Speaker 1: years ago? Single storem logan Utah of All Place now

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Speaker 1: chief executive. Now they have a thirty person social media

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Speaker 1: team with professionals who film and photograph the cookies for

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Speaker 1: their weekly flavor announcements and build like a viral. You've

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Speaker 1: got to be in on this. You gotta be cool.

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Speaker 1: All your friends are talking about it. Thing new cookies

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Speaker 1: every week, which.

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Speaker 4: Works for some people. It works for enough people. That

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Speaker 4: happens a teen and tween girls, for instance, happens with

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Speaker 4: many coffee shops in my town when the word gets

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Speaker 4: out the coffee shop and people wait in line for

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Speaker 4: an hour to say they've been there and how amazing

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Speaker 4: it is. I'm the opposite of that kind of person.

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Speaker 4: But if the cookie is good, the cookie is good.

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Speaker 4: I just wonder because like Krispy Kreme Donuts did this,

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Speaker 4: and uh, a lot of the Krispy Kreme locations came

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Speaker 4: and went. I mean they were super hot for a

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Speaker 4: little while and they went away because a lot of it

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Speaker 4: was the oh have you been you haven't been. I've

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Speaker 4: been once. That wears off. It's just do people continue

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Speaker 4: to come and get this product?

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Speaker 5: Yeah, that kind of happened with nothing. Bunt cakes too

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Speaker 5: a little bit. They were a little trendy there for

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Speaker 5: a while.

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Speaker 3: But I I just think bunt cakes, is that what

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Speaker 3: you just said?

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Speaker 4: Man here today, gone today? That one came and went

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Speaker 4: without me ever hearing about it.

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Speaker 1: Oh?

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Speaker 5: Really okay, but it's a shop that only does bunt cakes,

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Speaker 5: but they do little personal ones and they've got all

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Speaker 5: the different flavors, and they come and cute packaging and

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Speaker 5: they were like the big gift for a while. But whatever,

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Speaker 5: Crumble Cookies, I'm looking at their national flavor this week,

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Speaker 5: white chocolate raspberry cheesecake. Yes, please, cranberry white chip, which

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Speaker 5: is just a white chocolate chip cookie with cranberry. Now,

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Speaker 5: Joe snicker Doodle cupcake, a warm cinnamon sugar cookie with cream.

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Speaker 4: Don't make sex noises. I gotta leave if you're gonna

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Speaker 4: make sex noises.

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Speaker 3: Wait a minute, go back to that description.

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Speaker 5: All right, your eyes Jack, Yeah, plug yourrs Jack. A

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Speaker 5: warm cinnamon sugar cookie topped with cream, cheese, frosting, and

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Speaker 5: an extra dash of cinnamon sugar. And it looks delightful.

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Speaker 3: Go no further because the bounds of decency.

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Speaker 1: But yeah, I would, oh crap, I would wake up

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Speaker 1: next to that cookie and look at it longingly say

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Speaker 1: I think I love you.

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Speaker 3: Wow. Wow. So the other aspect of real quick, Katie,

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Speaker 3: you describe one of those cookies again.

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Speaker 6: Oh, I'm looking at pictures now here's Yeah, we'll do

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Speaker 6: the white chocolate raspberry because it sounds great. A smooth

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Speaker 6: cheesecake filling confused with white chocolate, marbled and baked with

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Speaker 6: raspberry jam doing topped with a whipped cream dog and

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Speaker 6: white chocolate curls.

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Speaker 3: Thanks cookies.

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Speaker 4: And is that also in high heels also, I'm looking

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Speaker 4: at that high heels and stockings. Oh my god, I'm

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Speaker 4: looking at the white chocolate raspberry cheesecake. That is something

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Speaker 4: right there.

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Speaker 3: I know, stop it, stop it with that.

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Speaker 4: I remember where I heard of my son. So my

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Speaker 4: son went to our local donut shop the other day

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Speaker 4: and he brought back this crazy donut and it had

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Speaker 4: maple on it, bacon on it, and then some stuff

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Speaker 4: on it. And I said, what's that and he said

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Speaker 4: it's crumble I said what crumble cookie. You don't know

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Speaker 4: crumble cookie? And I said no. So they put crumble

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Speaker 4: cookie on top of the doughnut and the bacon. But

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Speaker 4: that's how I first heard about it. Interesting thing about

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Speaker 4: the logo too, because you mentioned it's crumbl all small letters,

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Speaker 4: not capital. Do you see that article the other day

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Speaker 4: I think goes in the Wall Street Journal about modern

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Speaker 4: logos and how they've cracked the code on what we

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Speaker 4: remember or what tracks our eye. But that's why I

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Speaker 4: follow you that almost all logos now are small letters,

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Speaker 4: no capital letters. It's got something to do with remembering

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Speaker 4: and catching your eye. Capitol letters are over if it's

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Speaker 4: Google or Microsoft or Crumble Cookie or whatever. Small letters,

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Speaker 4: short words, round childlike letters like these. Are those logos

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Speaker 4: really really work? Yeah?

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Speaker 1: It turns out to one of these Crumble Milk chocolate

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Speaker 1: chip cookies seven hundred and thirty calories.

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Speaker 3: That is one hundred and forty more than a big Mac. Wow.

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Speaker 5: So I will rest your souls with this. They make

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Speaker 5: a miniature version of all their flavors and you can

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Speaker 5: get them, and they're only four hundred calories.

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Speaker 4: That's a lot of calories.

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Speaker 1: So the others back to this that I find so interesting,

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Speaker 1: aside from cookie lust, which I feel as much as

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Speaker 1: any human being on earth love them. First of all,

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Speaker 1: obviously it was the We designed this with social media

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Speaker 1: and mind. This was our plan. The other part of

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Speaker 1: it is the economic power of girl pop culture, as

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Speaker 1: the movies Barbie and Wicked have shown, as Taylor Swift

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Speaker 1: has shown, that's marketers are aware of it and looking

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Speaker 1: toward it in new ways. Although you know Taylor Swift

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Speaker 1: is a lot of young girls in adolescents and teens

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Speaker 1: and tweens and stuff.

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Speaker 3: It's a lot of adults too.

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Speaker 4: Like I said, with Krispy Kreme donut and this Crumble thing,

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Speaker 4: I'll be interested to see if you can make that last,

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Speaker 4: because you have to be able to still be open

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Speaker 4: a year later when the TikTok challenge craziness of it

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Speaker 4: wears off and it's just a product, are people going

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Speaker 4: to continue to stop buying a regular basis and buy

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Speaker 4: a dozen to bring to work or whatever. I mean,

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Speaker 4: it's amazing to me how many any donut shops I

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Speaker 4: know of that have survived for many, many years. And

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Speaker 4: they're they're not nice, they're not fancy, they're not they're

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Speaker 4: not anything. But somehow they got the right combination of

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Speaker 4: the price and donuts that they can stay open and

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Speaker 4: keep the doors open.

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Speaker 1: Oh.

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Speaker 3: One more business point.

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Speaker 1: Crumble puts reviews up on their website as people film

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Speaker 1: little tiktoks or instagrams.

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Speaker 3: Or whatever to review.

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Speaker 1: They even put the negative ones up there. It's like, hey,

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Speaker 1: we're a community, let's all talk about it and talk

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Speaker 1: about what flavors we like.

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Speaker 3: And so that's an interesting point of view.

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Speaker 1: The second point I want to make is a little

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Speaker 1: more cloudy, amorphous, foggy. Corporate America has fully embraced girly

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Speaker 1: stuff for girls at the same time when like the

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Speaker 1: transgender madness.

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Speaker 3: Is sweeping the schools and.

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Speaker 1: Girls are pretending they're boys and there's a mass contagion

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Speaker 1: about that. Is it just that with the online thing,

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Speaker 1: people are so easily led down one path or the other,

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Speaker 1: whether it's cookie gorgeon or getting their.

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Speaker 3: Breasts cut off. I don't know.

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Speaker 4: I don't know because like you and I are not

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Speaker 4: that person. So if something becomes really popular, my knee

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Speaker 4: jerk reaction is to not want to eat it, wear it,

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Speaker 4: listen to it, whatever. And that's dumb also because sometimes

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Speaker 4: this stuff is good. But that's my knee jerk reaction,

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Speaker 4: as opposed to most people whose knee jerk reaction is

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Speaker 4: that's what people are into. I want to go. I

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Speaker 4: need to go to the coffee shop. I need to

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Speaker 4: eat that donut, I need to wear those shoes, I

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Speaker 4: need to listen to that music. So you know, it's

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Speaker 4: impossible for people like you and I to get in

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Speaker 4: the head of people that want to be part of

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Speaker 4: that all the time.

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Speaker 3: Yeah.

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Speaker 1: Yeah, especially in the modern world with all of its

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Speaker 1: tools and avenues to find out about stuff and get

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Speaker 1: approval and thumbs ups and hearts and all for you

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Speaker 1: agreeing with other people. My final note will be last

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Speaker 1: week's menu included the Oh many of the new cookie

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Speaker 1: varieties are inspired by customer suggestions. Last week's menu included

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Speaker 1: the Brookie pie That is a chocolate chip cookie cradling

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Speaker 1: a brownie, topped with vanilla moose and drizzled with chocolate.

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Speaker 5: Come on, oh, how are we supposed to stay in

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Speaker 5: shape with this kind of stuff?

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Speaker 3: Uh?

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Speaker 4: So that's a pretty clever idea, having new different things

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Speaker 4: every week, that's a pretty good idea. And then you

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Speaker 4: know what, science go ahead, sorry, and just being set

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Speaker 4: up to be able to pull that off.

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Speaker 1: Yeah, yeah, it's it's clever as hell. So science needs

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Speaker 1: to come up with this some sort of I don't

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Speaker 1: know exactly how you would do it. It would probably involve

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Speaker 1: electrodes and scanners. But you'd be on an elliptical eating

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Speaker 1: and there would be like an arrow. Are you gaining

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Speaker 1: weight or losing weight as you on the elliptical? Maybe

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Speaker 1: you're even jogging?

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Speaker 4: Yeah, and yeating? And what you're trying to do is

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Speaker 4: just keep the needle in the middle right exactly.

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Speaker 5: Yeah, you'll break even.

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Speaker 1: Yeah, up to full on self indulgent as long as

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Speaker 1: you kept the thing going for and you put the

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Speaker 1: donut down for a second.

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Speaker 4: Okay, I gotta walk a little bit more. Okay, keep

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Speaker 4: thinking of the bite. Just try to keep the needle

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Speaker 4: right in the middle.

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Speaker 3: I need that.

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Speaker 4: I need that all day long, right in front of me,

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Speaker 4: that needle.

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Speaker 1: Yeah, and or you'd think, holy crap, I'm going hard

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Speaker 1: at this elliptical and I'm still not breaking even eating

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Speaker 1: this stuff.

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Speaker 4: Yeah. That's always rough when you're on the treadmill or

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Speaker 4: whatever for a half an hour and you burn like

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Speaker 4: the equivalent of a half of snickers.

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Speaker 3: Yeah, yeah, lesson learned.

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Speaker 4: So I got a donut shop near me. As I've mentioned,

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Speaker 4: it used to be by my old house. I moved,

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Speaker 4: and now it moved, so it seems to have followed me.

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Speaker 4: But interesting thing, I'm amazed by entrepreneurs, people who open

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Speaker 4: up businesses and make a goal of it.

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Speaker 1: Man.

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Speaker 4: I really am uh kind of jealous and jealous and

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Speaker 4: idealize people that do that. But anyway, go to that

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Speaker 4: donut shop and like kind of roughly counting the number

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Speaker 4: of donuts in there and rough idea what I think

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Speaker 4: the profit is on prednat. I just can't figure out

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Speaker 4: how they come out ahead. And there's lots of stories

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Speaker 4: like that. I just figured, how can you possibly sell

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Speaker 4: enough donuts to like pay a couple of salaries the electricity?

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Speaker 4: But blah blah blah. I just I don't know how

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Speaker 4: that works. On one hand, the other part of it

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Speaker 4: is he and his wife are super fit, and it

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Speaker 4: just kind of.

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Speaker 3: Bothererate a minute.

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Speaker 4: I don't mind a fat guy and his fat wife

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Speaker 4: running a donut shop, but super like ridiculously fit, you

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Speaker 4: know those people.

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Speaker 5: Yeah, we had this in our workplace, remember, Yeah, what's.

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Speaker 4: Going on with you? You're so fit and you're selling donuts.

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Speaker 4: I don't think you've had a donut in your life?

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Speaker 4: Are you?

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Speaker 5: Just?

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Speaker 4: Like what's going on here? You like these mocking the

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Speaker 4: rest of us, lack of like.

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Speaker 1: The mobs that sell death on the streets the drugs.

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Speaker 1: But if you're one of the monsters, you're not allowed to.

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Speaker 4: Touch it, right, Yeah? Meaning to ask him about that, Like,

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Speaker 4: do you ever eat? Don't eat a donut in front

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Speaker 4: of me? I want to see you eat a donut

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Speaker 4: for it.

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Speaker 3: In fact, I'll buy two dozen donuts you eat a donut.

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Speaker 4: I just want to see you take a bite of

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Speaker 4: one of your donuts.

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Speaker 5: You guys are gonna start going into donut shops and

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Speaker 5: threatening the fit owners. Eat a donut.

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Speaker 4: Yeah, you mock me. Eat a donut.

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Speaker 5: Also, Joe, one more for you, Crumble, Crumble does do

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Speaker 5: a key lime pie cookie?

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Speaker 3: Come on? Oh yeah, I'm only a man. How can

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Speaker 3: I resist?

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Speaker 5: I only need three toes on each foot just to

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Speaker 5: a just so I can get by.

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Speaker 4: That's funny. Well, I guess that's it.