1 00:00:03,120 --> 00:00:06,000 Speaker 1: Welcome to Stuff to Blow Your Mind from how Stuff 2 00:00:06,000 --> 00:00:13,360 Speaker 1: Works dot com. Hey, you're welcome to Stuff to Blow 3 00:00:13,360 --> 00:00:15,960 Speaker 1: your Mind. My name is Robert Lamb and I'm Julie Douglas, 4 00:00:16,000 --> 00:00:20,440 Speaker 1: and we are continuing our multiple front assault on Valentine's Day, 5 00:00:21,040 --> 00:00:24,360 Speaker 1: taking it down from from different directions, hopefully pushing right 6 00:00:24,400 --> 00:00:28,360 Speaker 1: to the core and dismantling the command center. We've already 7 00:00:28,360 --> 00:00:33,240 Speaker 1: talked about Pink and now we're talking about Lingerie. Full disclosure, 8 00:00:34,120 --> 00:00:37,640 Speaker 1: both of us are sitting here wearing Victoria's Secret Lingerie. Yeah. 9 00:00:37,680 --> 00:00:41,440 Speaker 1: Well we had to get into character, right, So anyway, 10 00:00:41,560 --> 00:00:48,800 Speaker 1: we alternately wanted to call this episode, Leonardo DiCaprio explained, because, 11 00:00:48,960 --> 00:00:51,720 Speaker 1: as you may or may not know, this guy is 12 00:00:51,800 --> 00:00:55,440 Speaker 1: seems to be obsessed with Victoria's Secret Lingerie models and 13 00:00:55,560 --> 00:00:58,280 Speaker 1: dates them quite a bit. Yeah, I was reading, in 14 00:00:58,320 --> 00:01:00,560 Speaker 1: particular one of the articles we're looking I'm talking about 15 00:01:00,560 --> 00:01:04,920 Speaker 1: this selection for Victoria's Secret Models or angels as they're called, 16 00:01:05,280 --> 00:01:07,280 Speaker 1: and there was there was at least one who had 17 00:01:07,360 --> 00:01:11,240 Speaker 1: dated Leonardo DiCaprio and therefore kind of on their their blacklist. 18 00:01:11,640 --> 00:01:16,040 Speaker 1: Because yeah, because it's a careful balancing act choosing exactly 19 00:01:16,720 --> 00:01:18,959 Speaker 1: who is going to represent the product, because you have 20 00:01:19,000 --> 00:01:23,120 Speaker 1: a product that is for women, that is, you know, 21 00:01:24,160 --> 00:01:26,200 Speaker 1: for women, but it's also kind of for men, and 22 00:01:26,240 --> 00:01:29,080 Speaker 1: then men offer off sometimes purchasing it, but also women 23 00:01:29,120 --> 00:01:32,959 Speaker 1: are so you need that that model that is appealing 24 00:01:33,080 --> 00:01:36,679 Speaker 1: to both but without seeming a threat to the like 25 00:01:36,840 --> 00:01:39,319 Speaker 1: that's their reasoning. You don't want want this model to 26 00:01:39,360 --> 00:01:43,640 Speaker 1: be a threat to the female customers, so they steer 27 00:01:43,640 --> 00:01:47,560 Speaker 1: away from models who have appeared in men's magazines or 28 00:01:47,640 --> 00:01:52,240 Speaker 1: have any kind of even slight celebrity gossip kind of tinge, 29 00:01:52,400 --> 00:01:56,200 Speaker 1: such as you know, dating Leonardo DiCaprio. I guess that's right, 30 00:01:56,240 --> 00:02:00,160 Speaker 1: because I remember reading something about Kate Upton and the 31 00:02:00,200 --> 00:02:03,160 Speaker 1: reason why she wasn't selected as a Victoria's Secret modeled. 32 00:02:03,160 --> 00:02:05,840 Speaker 1: I think because of the men's magazine. She was already 33 00:02:05,920 --> 00:02:09,240 Speaker 1: everywhere in all these different magazines and and and also 34 00:02:09,280 --> 00:02:12,200 Speaker 1: probably comes down to just complete image control to like 35 00:02:12,280 --> 00:02:14,639 Speaker 1: these these are the women representing their product, and the 36 00:02:14,680 --> 00:02:19,440 Speaker 1: more control they have over them as ultimately spokes people 37 00:02:19,520 --> 00:02:21,760 Speaker 1: for their product, the better. Right. Yeah. I was thinking 38 00:02:21,760 --> 00:02:24,960 Speaker 1: about this in terms of potato chips, because you know, 39 00:02:25,080 --> 00:02:28,000 Speaker 1: a potato chip is what we call would call a 40 00:02:28,200 --> 00:02:31,400 Speaker 1: super normal stimulus, right, Yes, the kind of food that 41 00:02:31,560 --> 00:02:33,760 Speaker 1: is not just like hey, that's food. It's like, hey, 42 00:02:33,840 --> 00:02:35,960 Speaker 1: look I am full of fat and salt, and you 43 00:02:36,000 --> 00:02:37,959 Speaker 1: want to crave me because I'm gaming the rewards of 44 00:02:38,080 --> 00:02:40,560 Speaker 1: some of your brain. And I was thinking about the 45 00:02:40,600 --> 00:02:44,880 Speaker 1: machinery that's brought in for potato chips, that dollar piece 46 00:02:44,919 --> 00:02:49,839 Speaker 1: of machinery that actually is calibrated to simulate chewing a chip, 47 00:02:50,440 --> 00:02:55,840 Speaker 1: perfect sort of um acoustic pitch to a chip, And 48 00:02:55,880 --> 00:02:58,400 Speaker 1: I was thinking, the same sort of thing is at 49 00:02:58,440 --> 00:03:02,200 Speaker 1: work in the launch array arena. I mean, nothing is 50 00:03:02,200 --> 00:03:03,959 Speaker 1: is put up for chance here. And we'll talk a 51 00:03:04,040 --> 00:03:05,840 Speaker 1: bit more about that, and they may even bring in 52 00:03:05,880 --> 00:03:09,519 Speaker 1: the chewing machine for the edible varieties, oh dear, yeah, 53 00:03:10,000 --> 00:03:14,760 Speaker 1: But but anyway, Yes, so we're talking about stimuli. Were 54 00:03:14,919 --> 00:03:17,440 Speaker 1: so we're in we're inevitably talking about the reward system 55 00:03:17,440 --> 00:03:19,919 Speaker 1: of our brain. If you've listen to the show long enough, 56 00:03:19,960 --> 00:03:22,320 Speaker 1: then you've you've heard us go through the reward system 57 00:03:22,320 --> 00:03:25,359 Speaker 1: of the brain and talk about dopamine many times. Uh, 58 00:03:25,720 --> 00:03:29,080 Speaker 1: basically getting down to the just core genetic mission of 59 00:03:29,120 --> 00:03:32,720 Speaker 1: any organism to breed and reproduce, to eat and power 60 00:03:32,760 --> 00:03:35,240 Speaker 1: the body and uh and stuff. For so when you're 61 00:03:35,240 --> 00:03:38,800 Speaker 1: engaging in in stuff of this nature, you're engaging the 62 00:03:38,840 --> 00:03:42,720 Speaker 1: dopamine pathways. And uh and and when you start tweaking it, 63 00:03:42,800 --> 00:03:47,320 Speaker 1: when you start changing your expectations, your your repro reprogramming 64 00:03:47,320 --> 00:03:50,680 Speaker 1: a very very complex reward system. Yeah, and that's why 65 00:03:50,720 --> 00:03:54,480 Speaker 1: addiction happens right so very easily with different things in 66 00:03:54,520 --> 00:03:58,720 Speaker 1: our lives, because, Uh, there's a couple of things that 67 00:03:58,800 --> 00:04:02,120 Speaker 1: work really well on the reward system. Food, as we say, 68 00:04:02,160 --> 00:04:07,080 Speaker 1: the potato chip, and sex. We're wired to want to 69 00:04:07,120 --> 00:04:11,200 Speaker 1: have sex to propagate our genes. Therefore, when we see 70 00:04:11,680 --> 00:04:14,280 Speaker 1: that piece of lingerie and they act as a kind 71 00:04:14,280 --> 00:04:16,800 Speaker 1: of potato chip of the mind. Yeah, And like the 72 00:04:16,800 --> 00:04:20,479 Speaker 1: potato chip, it's constantly marketed at us constantly, but especially 73 00:04:20,520 --> 00:04:23,720 Speaker 1: around Valentine's Day, because this is the idea that this 74 00:04:23,760 --> 00:04:26,279 Speaker 1: is a season of of of love, or this is 75 00:04:26,320 --> 00:04:28,800 Speaker 1: marketed that way towards this some season of love, a 76 00:04:28,839 --> 00:04:32,640 Speaker 1: season of sex. And then here is the official garment 77 00:04:33,000 --> 00:04:36,680 Speaker 1: of for play in romance, if you will. That's right 78 00:04:36,800 --> 00:04:42,359 Speaker 1: in Victoria's Secret. The Emporium of supernatural or super normal stimuli. 79 00:04:42,480 --> 00:04:45,480 Speaker 1: Supernatural stimula would be pretty great, it would be need 80 00:04:45,520 --> 00:04:47,359 Speaker 1: if they if they had ghost panties that would be 81 00:04:47,360 --> 00:04:53,960 Speaker 1: a nice all guaranteed to be haunted. Uh, some of 82 00:04:53,960 --> 00:04:57,359 Speaker 1: them maybe all right. In two thousand thirteen, Vicki's Secret 83 00:04:57,600 --> 00:05:02,520 Speaker 1: breaked in six point six billy in dollars, And according 84 00:05:02,560 --> 00:05:07,000 Speaker 1: to Forbes magazine, Valentine's Day itself is an eighteen point 85 00:05:07,120 --> 00:05:12,360 Speaker 1: six billion dollar event, and Lingerie represents a pretty decent 86 00:05:12,400 --> 00:05:14,680 Speaker 1: piece of that pie. Yeah. I mean, and they're really 87 00:05:14,720 --> 00:05:16,960 Speaker 1: hacking into us with this, with this holiday. So it 88 00:05:17,040 --> 00:05:20,160 Speaker 1: makes sense that the figures would be that high because 89 00:05:20,160 --> 00:05:24,600 Speaker 1: you're you're cracking into our relationships, into our sexual desires 90 00:05:24,839 --> 00:05:28,200 Speaker 1: and saying, hey, it's Valentine's Day, we created it, but 91 00:05:28,279 --> 00:05:30,880 Speaker 1: you've got to live with it. So here's the list 92 00:05:30,880 --> 00:05:32,560 Speaker 1: of things you need to purchase. Here a list of 93 00:05:32,600 --> 00:05:36,400 Speaker 1: experiences you need to have so that your life can 94 00:05:36,440 --> 00:05:39,600 Speaker 1: it all be in keeping with what you see on TV. 95 00:05:40,200 --> 00:05:41,920 Speaker 1: That's right, and what you see on TV and what 96 00:05:41,960 --> 00:05:43,920 Speaker 1: you see on the internet that none of that is 97 00:05:43,960 --> 00:05:46,240 Speaker 1: like willing really stuff that they just paste up there. 98 00:05:46,320 --> 00:05:48,560 Speaker 1: They don't just take a couple of pictures of you know, 99 00:05:48,760 --> 00:05:52,400 Speaker 1: thin women that are gorgeous in a couple of pieces 100 00:05:52,400 --> 00:05:55,240 Speaker 1: of material on their body there's a lot of thought 101 00:05:55,680 --> 00:06:00,920 Speaker 1: put into that and h professions converging to see this 102 00:06:00,960 --> 00:06:04,120 Speaker 1: product brought to market. Yeah, and according to a Fast 103 00:06:04,160 --> 00:06:08,599 Speaker 1: Company article by Rebecca Greenfield, the company adore Me does 104 00:06:08,680 --> 00:06:13,360 Speaker 1: some really rigorous A B testing. Okay, a B testing. 105 00:06:13,360 --> 00:06:15,400 Speaker 1: This is the general do you like a R B? 106 00:06:15,560 --> 00:06:16,960 Speaker 1: Do you like this one or that one? And if 107 00:06:17,000 --> 00:06:19,560 Speaker 1: you answer enough of these questions, then you you provide 108 00:06:19,640 --> 00:06:22,479 Speaker 1: insight into your wants and desires. It's the kind of 109 00:06:22,520 --> 00:06:25,120 Speaker 1: thing you see on Netflix. Uh As famously used A 110 00:06:25,200 --> 00:06:26,960 Speaker 1: B testing. You see like two titles, which one do 111 00:06:27,000 --> 00:06:29,159 Speaker 1: you prefer? Air B? You go through enough of that, 112 00:06:29,360 --> 00:06:32,480 Speaker 1: then the system will have some sort of general idea 113 00:06:32,480 --> 00:06:34,360 Speaker 1: about what you like. Yeah, and we're talking about the 114 00:06:34,400 --> 00:06:37,680 Speaker 1: collections of some really rigorous statistics taken here. Now, a 115 00:06:37,680 --> 00:06:39,720 Speaker 1: lot of companies do this, and Google does this. Take 116 00:06:39,839 --> 00:06:41,719 Speaker 1: We've done it, how soforths dot com has done it right. 117 00:06:41,720 --> 00:06:43,760 Speaker 1: Whenever we change your homepage, we do a B testing. 118 00:06:43,839 --> 00:06:46,960 Speaker 1: So right we click, we we look to see what 119 00:06:47,000 --> 00:06:50,719 Speaker 1: people are clicking on the most. Now, adore Me the company. 120 00:06:50,880 --> 00:06:53,640 Speaker 1: The way they do this is they shoot multiple versions 121 00:06:53,760 --> 00:06:56,880 Speaker 1: of images to run on its website, so the distinctions 122 00:06:56,920 --> 00:07:00,640 Speaker 1: between the pictures might include different models. Again, the models 123 00:07:00,640 --> 00:07:04,320 Speaker 1: being really important. Who you pick right wearing the same 124 00:07:04,560 --> 00:07:08,240 Speaker 1: set of underwear in the exact same position or the 125 00:07:08,360 --> 00:07:11,280 Speaker 1: same model in the same set in a different position 126 00:07:11,320 --> 00:07:14,400 Speaker 1: for example. Then, like you know, any company that's A 127 00:07:14,520 --> 00:07:17,679 Speaker 1: B testing, it tests the options to find out which 128 00:07:17,680 --> 00:07:22,440 Speaker 1: one sell better. Now you think that something that might 129 00:07:22,640 --> 00:07:25,520 Speaker 1: fetch the most dollars and clicks would be, say, a 130 00:07:25,520 --> 00:07:29,480 Speaker 1: blonde woman languishing on a bed to say, a feather 131 00:07:29,880 --> 00:07:32,040 Speaker 1: at her side. Yeah, that's what comes to mind when 132 00:07:32,120 --> 00:07:35,480 Speaker 1: you think of Victoria's secret catalog. Right there are rose, 133 00:07:35,520 --> 00:07:38,560 Speaker 1: there's some sort of you know, sexy looking prop or whatever. 134 00:07:39,240 --> 00:07:44,640 Speaker 1: But this is completely the um erroneous thinking of Apparently, 135 00:07:44,640 --> 00:07:49,360 Speaker 1: according to their A B testing, blonds do not sell lingerie. Well, 136 00:07:49,400 --> 00:07:52,800 Speaker 1: first of all, um, having a model pose on a 137 00:07:52,840 --> 00:07:57,520 Speaker 1: couch instead of a bed is better, and props are distracting. 138 00:07:57,560 --> 00:08:00,160 Speaker 1: I'm not surprised by that one. And touching a the 139 00:08:00,280 --> 00:08:03,800 Speaker 1: face or hair instead of say, putting your hand on 140 00:08:03,840 --> 00:08:07,320 Speaker 1: your hip is much more lucrative in terms of seeing 141 00:08:07,320 --> 00:08:11,800 Speaker 1: the sale of lingerie through. Well, you know, the couch 142 00:08:11,880 --> 00:08:14,840 Speaker 1: bed thing definitely makes sense because you were you were 143 00:08:14,920 --> 00:08:19,240 Speaker 1: selling a product that is different and exciting, right, like, 144 00:08:19,320 --> 00:08:21,920 Speaker 1: this is not this is not every day underwear. You 145 00:08:21,920 --> 00:08:25,120 Speaker 1: don't wear your your lingerie to the gym. You wear 146 00:08:25,120 --> 00:08:28,120 Speaker 1: it to fancy date night or Valentine's or something of 147 00:08:28,160 --> 00:08:30,920 Speaker 1: that nature, right, so, or you know, to record a podcast. 148 00:08:31,520 --> 00:08:34,520 Speaker 1: But aside, so that's from that, it's it's specialty where 149 00:08:34,880 --> 00:08:37,600 Speaker 1: and so it would make more sensitive, be more appealing 150 00:08:38,000 --> 00:08:42,280 Speaker 1: out of out of the bedroom text right, right, because 151 00:08:42,280 --> 00:08:45,840 Speaker 1: the bed is wrote right like you would assume that 152 00:08:45,880 --> 00:08:49,000 Speaker 1: there would be sex going on there, but the catch 153 00:08:49,120 --> 00:08:51,480 Speaker 1: is a little bit more exotic. Maybe yeah, it means 154 00:08:51,559 --> 00:08:57,720 Speaker 1: like maybe the kids aren't home at all. No bonds, Uh, 155 00:08:57,760 --> 00:08:59,400 Speaker 1: It kind of makes sense to me because they only 156 00:08:59,440 --> 00:09:04,240 Speaker 1: represent like six of society, right, natural bonds, Right, and 157 00:09:04,280 --> 00:09:07,400 Speaker 1: you're you're ultimately buying this to where yourself or for 158 00:09:07,480 --> 00:09:09,680 Speaker 1: a special someone in your life to wear it, and 159 00:09:09,720 --> 00:09:13,480 Speaker 1: so therefore they're likely not blonde, right, they're probably brunette. Right, 160 00:09:13,520 --> 00:09:15,120 Speaker 1: So that would make sense that there's not a lot 161 00:09:15,120 --> 00:09:20,040 Speaker 1: of blonde lingerie models. Um, But through its researcher, Dormy 162 00:09:20,080 --> 00:09:23,880 Speaker 1: has found that the right model really matters even more 163 00:09:23,920 --> 00:09:26,240 Speaker 1: than price, so that this person could be blond, it 164 00:09:26,280 --> 00:09:29,800 Speaker 1: just has to be a person who is accessible. And 165 00:09:30,240 --> 00:09:35,080 Speaker 1: according to that Fast Company article, if customers see a 166 00:09:35,160 --> 00:09:37,920 Speaker 1: lazy push up on a model they like, they'll buy it. 167 00:09:38,000 --> 00:09:40,000 Speaker 1: Put the same thing on a model they don't, and 168 00:09:40,120 --> 00:09:43,160 Speaker 1: even a ten dollar price cut won't compel them. That's 169 00:09:43,160 --> 00:09:45,760 Speaker 1: how important it is that that model have some sort 170 00:09:45,800 --> 00:09:48,040 Speaker 1: of connection to the consumer. Yeah, and and again it's 171 00:09:48,080 --> 00:09:50,400 Speaker 1: complex because you're you're trying to appeal to both the 172 00:09:50,400 --> 00:09:52,360 Speaker 1: female and the male fan base. It's not just like 173 00:09:52,559 --> 00:09:55,240 Speaker 1: you know, Maxim magazine or something where if that's still around, 174 00:09:55,520 --> 00:09:59,840 Speaker 1: where where basically one type of model could do and 175 00:10:00,000 --> 00:10:02,720 Speaker 1: there's no question about who you're appealing to. Of course, 176 00:10:02,720 --> 00:10:04,280 Speaker 1: it would be really interesting to do this a b 177 00:10:04,440 --> 00:10:09,000 Speaker 1: testing in Norway, right, We're like the population is blod Yeah, 178 00:10:09,040 --> 00:10:10,839 Speaker 1: how does it breakdown? I'm sure there's a there's a 179 00:10:10,880 --> 00:10:13,880 Speaker 1: separate there's probably an office there, right, I'm sure that's 180 00:10:13,880 --> 00:10:17,719 Speaker 1: on the there probably is, you know, or maybe it's 181 00:10:17,720 --> 00:10:20,520 Speaker 1: just people in Norway, or they don't even do the lingerie. 182 00:10:20,600 --> 00:10:24,640 Speaker 1: They're just like, we have sex all the time. We 183 00:10:24,679 --> 00:10:28,160 Speaker 1: don't need to be routinized into it via some sort 184 00:10:28,200 --> 00:10:31,680 Speaker 1: of symbolic garment. All right, The point of talking about 185 00:10:31,679 --> 00:10:33,400 Speaker 1: all this A B testing is just to let you 186 00:10:33,480 --> 00:10:36,640 Speaker 1: guys know that this that's a lot of money because 187 00:10:36,640 --> 00:10:39,800 Speaker 1: basically they're not just doing one underwear shot. They're doing 188 00:10:40,040 --> 00:10:43,560 Speaker 1: maybe up to three different versions of that shot. And 189 00:10:43,600 --> 00:10:47,640 Speaker 1: that's a lot of production and post production dollars to 190 00:10:47,640 --> 00:10:50,080 Speaker 1: to put into their system, into a B test to 191 00:10:50,120 --> 00:10:53,160 Speaker 1: figure out what's going to be most lucrative for them. 192 00:10:53,200 --> 00:10:54,719 Speaker 1: All Right, on that note, we're gonna take a quick 193 00:10:54,760 --> 00:10:56,680 Speaker 1: break and when we come back, we're going to discuss 194 00:10:56,760 --> 00:11:01,640 Speaker 1: more about the science of law gae and yes, rats 195 00:11:02,240 --> 00:11:14,720 Speaker 1: wearing lingerites. Alright, we're back. We're getting We're gonna try 196 00:11:14,760 --> 00:11:17,880 Speaker 1: to attempt to answer a million dollar question why lingerie 197 00:11:18,000 --> 00:11:20,559 Speaker 1: even exists, which I think is going to be really 198 00:11:20,600 --> 00:11:23,400 Speaker 1: obvious after this discussion of rats. Yeah, this is you 199 00:11:23,440 --> 00:11:27,120 Speaker 1: know this, This this study is pretty uh, it's pretty wonderful. 200 00:11:27,160 --> 00:11:29,680 Speaker 1: I mean, any study in which you have animals wearing clothing. 201 00:11:29,720 --> 00:11:31,240 Speaker 1: And I have a by the way, I have a 202 00:11:31,320 --> 00:11:35,120 Speaker 1: list little gallery that I'll link to on the landing 203 00:11:35,120 --> 00:11:37,520 Speaker 1: page for this episode at Sceptable in your Mind dot com, 204 00:11:37,760 --> 00:11:40,600 Speaker 1: which which features a few different studies, some of which 205 00:11:40,600 --> 00:11:42,360 Speaker 1: we've discussed in the past, some of which we have 206 00:11:42,480 --> 00:11:46,079 Speaker 1: not been involved animals wearing some sort of a garment 207 00:11:46,160 --> 00:11:48,640 Speaker 1: or clothing item. And this was inspired by dung beetles 208 00:11:48,679 --> 00:11:52,800 Speaker 1: wearing hats, hats and little boots yeah, little booty glove. Yeah, 209 00:11:52,800 --> 00:11:55,360 Speaker 1: they're on there twice. But in this case we're talking 210 00:11:55,400 --> 00:11:59,160 Speaker 1: about rats and uh and uh. And you'll have to 211 00:11:59,160 --> 00:12:00,960 Speaker 1: see a picture of this too at the full feeling, 212 00:12:01,000 --> 00:12:03,199 Speaker 1: because when when you look at the rat in this experiment, 213 00:12:03,400 --> 00:12:07,120 Speaker 1: this is a two fourteen University of Montreal study, Um, 214 00:12:07,240 --> 00:12:09,880 Speaker 1: it doesn't look like lingerie. It doesn't look like a 215 00:12:10,000 --> 00:12:13,840 Speaker 1: rat wearing some sort of victorious secret kind of garment. Uh, 216 00:12:13,880 --> 00:12:16,720 Speaker 1: it looks like they're wearing a little vest. Because essentially, 217 00:12:16,720 --> 00:12:18,080 Speaker 1: what you're trying to test here is, you know what 218 00:12:18,160 --> 00:12:21,840 Speaker 1: happens when you have some of the female rats wearing 219 00:12:22,440 --> 00:12:25,800 Speaker 1: a garment, wearing something that is not their own skin, 220 00:12:26,360 --> 00:12:28,680 Speaker 1: and then what happens when you try to attach certain 221 00:12:28,720 --> 00:12:33,760 Speaker 1: expectations to that garment. Yeah, so I guess you could 222 00:12:33,760 --> 00:12:37,000 Speaker 1: say that this isn't exactly lingerie in the way we 223 00:12:37,040 --> 00:12:39,320 Speaker 1: think about it, but for rats wearing a vest will 224 00:12:39,360 --> 00:12:41,400 Speaker 1: call it rat lingerie. I mean it gets down to 225 00:12:41,440 --> 00:12:44,080 Speaker 1: the question is lingerie sexy in and of itself or 226 00:12:44,080 --> 00:12:47,960 Speaker 1: is it sexy because of its relationship to sexual activity. 227 00:12:48,400 --> 00:12:51,439 Speaker 1: Um so, what they did is they put these vest 228 00:12:51,520 --> 00:12:54,560 Speaker 1: like garments on the rats and these are uh in 229 00:12:54,600 --> 00:13:02,200 Speaker 1: the experiment, female rats war these wild deflowering male rat virgins. Okay, fowering, flowering. 230 00:13:02,600 --> 00:13:06,000 Speaker 1: So I'm trying to be gentle in this description. So 231 00:13:06,040 --> 00:13:08,840 Speaker 1: when the when the scientists later gave the same male 232 00:13:08,920 --> 00:13:13,120 Speaker 1: rats a chance to mate again, the rodents preferred sex 233 00:13:13,160 --> 00:13:16,360 Speaker 1: with vest wearing rats because that's I mean, that's what 234 00:13:16,440 --> 00:13:20,160 Speaker 1: they know, right. They have associated getting to have sex 235 00:13:20,320 --> 00:13:24,640 Speaker 1: with rats that are wearing vests. And the researchers follow 236 00:13:24,720 --> 00:13:27,520 Speaker 1: this up with with brain analysis and confirmed that the 237 00:13:27,600 --> 00:13:31,720 Speaker 1: rats are in fact learning to associate sex with closing 238 00:13:31,840 --> 00:13:34,120 Speaker 1: with clothing textures in the same way that they can 239 00:13:34,160 --> 00:13:38,840 Speaker 1: also associated with odors and other contextual clues. Yeah, after 240 00:13:38,880 --> 00:13:43,920 Speaker 1: they are deflowered, they were then killed so that their 241 00:13:43,960 --> 00:13:46,120 Speaker 1: brains could be split open and they could figure this out. 242 00:13:46,280 --> 00:13:49,000 Speaker 1: I just want to add that. Um so, what does 243 00:13:49,040 --> 00:13:51,440 Speaker 1: this tell us? It tells us that if a rat 244 00:13:51,559 --> 00:13:55,959 Speaker 1: can learn to associate sex with a variety of contextual clues, 245 00:13:56,720 --> 00:14:00,199 Speaker 1: including the texture of clothing, so too can humans. If 246 00:14:00,200 --> 00:14:02,760 Speaker 1: you think about it. I mean, if someone comes out 247 00:14:02,840 --> 00:14:05,679 Speaker 1: and you know, baggy pants and a t it's not 248 00:14:05,800 --> 00:14:08,760 Speaker 1: communicating a lot of like, hey, let's let's have sex. 249 00:14:08,800 --> 00:14:14,160 Speaker 1: But if someone comes out in fire engine red lace, uh, lingerie, 250 00:14:14,200 --> 00:14:17,880 Speaker 1: that's communicating an all together a different message. Well, you know, 251 00:14:17,960 --> 00:14:19,960 Speaker 1: but then the baggy pants could just say, hey, I'm 252 00:14:19,960 --> 00:14:22,840 Speaker 1: really relaxed and I'm chill right now. That could also 253 00:14:22,880 --> 00:14:26,040 Speaker 1: be the message here's my sexy baggy pants. But you know, 254 00:14:26,120 --> 00:14:27,560 Speaker 1: that's that's one of the things to give in mind 255 00:14:27,600 --> 00:14:31,920 Speaker 1: about about lingerie too. As we discuss all this stuff. Um, 256 00:14:32,160 --> 00:14:35,880 Speaker 1: Dr Christina to Sali a lecture and Marketing and Consumptions 257 00:14:35,920 --> 00:14:39,000 Speaker 1: at the University of Leicester School of Management to do 258 00:14:39,080 --> 00:14:43,240 Speaker 1: it a lot of time to researching lingerie and Dutch 259 00:14:43,560 --> 00:14:45,680 Speaker 1: and as she really drives home the fact that you 260 00:14:45,680 --> 00:14:48,960 Speaker 1: have numerous factors that are gonna influence any individual's personal 261 00:14:49,040 --> 00:14:52,880 Speaker 1: underwear choice. Um, even though the media tends to market, 262 00:14:53,000 --> 00:14:56,480 Speaker 1: you know, one sort of western, tiny and uncomfortable standard, 263 00:14:56,880 --> 00:14:59,520 Speaker 1: she still dives home that for most people, comfort is 264 00:14:59,600 --> 00:15:03,320 Speaker 1: often as important as sexiness when it comes to the garment. Well, 265 00:15:03,320 --> 00:15:06,800 Speaker 1: and that's the truth, because even if you're clad in 266 00:15:06,920 --> 00:15:09,400 Speaker 1: some sort of fire engine red lingerie. If it is 267 00:15:09,440 --> 00:15:13,760 Speaker 1: going up into your privates and causing discomfort, that there's 268 00:15:13,840 --> 00:15:16,640 Speaker 1: nothing sexy about that. Yeah. If you can't wear it 269 00:15:16,720 --> 00:15:19,760 Speaker 1: comfortably at dinner, when you go out to dinner on 270 00:15:19,840 --> 00:15:23,800 Speaker 1: Valentine's Day, then what's the point, right, right, might as 271 00:15:23,800 --> 00:15:28,320 Speaker 1: well just go commando. Yeah. Actually, I'm not suggesting anybody 272 00:15:28,360 --> 00:15:30,200 Speaker 1: do that. I say at some point I need to 273 00:15:30,240 --> 00:15:32,600 Speaker 1: find out where that comes from, that term going commando. 274 00:15:32,840 --> 00:15:37,480 Speaker 1: I've never heard anything about soldiers, particularly special forces teams, 275 00:15:38,040 --> 00:15:41,240 Speaker 1: making a point of not wearing underwear. That just seems 276 00:15:41,280 --> 00:15:43,480 Speaker 1: like some foolery in the middle of the night, you know, 277 00:15:43,600 --> 00:15:47,200 Speaker 1: and in the forest. And I don't know where I'm 278 00:15:47,240 --> 00:15:49,320 Speaker 1: going with that. Oh, let's get that study back, okay, 279 00:15:49,600 --> 00:15:53,800 Speaker 1: Bikini clad women and impatient men. Oh yes, this is 280 00:15:53,800 --> 00:15:56,000 Speaker 1: a fun one. This is a two eight Belgian study 281 00:15:56,240 --> 00:15:59,760 Speaker 1: published in the Journal of Consumer Research that found that 282 00:15:59,840 --> 00:16:03,200 Speaker 1: the near sight of a bikini or lingerie model can 283 00:16:03,480 --> 00:16:06,760 Speaker 1: can take a serious toe on mail willpower. Now, this 284 00:16:06,760 --> 00:16:09,240 Speaker 1: this ties into some of the experiments we've talked about 285 00:16:09,240 --> 00:16:11,560 Speaker 1: in the past dealing with willpower. And we've talked about 286 00:16:11,560 --> 00:16:14,680 Speaker 1: willpower as it's essentially like a like one of those 287 00:16:14,720 --> 00:16:16,880 Speaker 1: life meters you see in a video game. It can 288 00:16:16,880 --> 00:16:19,200 Speaker 1: get knocked down. There are things that can build it 289 00:16:19,240 --> 00:16:22,600 Speaker 1: back up. But when it's depleted, um, your your little 290 00:16:22,680 --> 00:16:25,760 Speaker 1: character dies essentially, And things that can deplete it are 291 00:16:25,760 --> 00:16:30,320 Speaker 1: resisting urges to other things being being basically having super 292 00:16:30,320 --> 00:16:33,720 Speaker 1: normal stimuli thrown at you, be it a lingerie model 293 00:16:33,880 --> 00:16:38,200 Speaker 1: on a Victorious Secret catalog or a piece of chocolate cake. Well, 294 00:16:38,240 --> 00:16:39,880 Speaker 1: and I think a lot of it has to do 295 00:16:39,960 --> 00:16:42,280 Speaker 1: with the short term versus the long term as well, 296 00:16:42,320 --> 00:16:47,360 Speaker 1: which we've talked about quite a bit with addiction and rewards. Um. Now, 297 00:16:47,400 --> 00:16:52,600 Speaker 1: the study is called Bikini's instigate generalized impatience. I love 298 00:16:52,640 --> 00:16:57,080 Speaker 1: that generalist, an intertemporal choice. And this is published in 299 00:16:57,080 --> 00:17:00,960 Speaker 1: the Journal of Consumer Research the two thousand and addition, 300 00:17:01,280 --> 00:17:03,760 Speaker 1: I believe it was June, and the authors look into 301 00:17:03,760 --> 00:17:06,360 Speaker 1: what they call the bikini effect, which is, as you say, 302 00:17:06,400 --> 00:17:08,600 Speaker 1: it's this kind of impulsive behavior as a result of 303 00:17:08,640 --> 00:17:12,119 Speaker 1: men exposed to lingerie or scantily clad women. Yeah, they 304 00:17:12,160 --> 00:17:15,400 Speaker 1: discovered in the the in the study that heterosexual men 305 00:17:15,440 --> 00:17:19,719 Speaker 1: who watched sexy videos or handled lingerie they sought immediate 306 00:17:19,800 --> 00:17:23,439 Speaker 1: gratification even when they were making decisions about you know, 307 00:17:23,800 --> 00:17:25,639 Speaker 1: it could be a decision about what so did a 308 00:17:25,720 --> 00:17:29,399 Speaker 1: drink or candy to sample, or even like serious money decisions. 309 00:17:29,680 --> 00:17:32,560 Speaker 1: It just bites into their ability to control that. And 310 00:17:32,440 --> 00:17:36,600 Speaker 1: and it ultimately is kind of zen because the researchers 311 00:17:36,720 --> 00:17:39,960 Speaker 1: are arguing that this this bikini effect causes a shift 312 00:17:40,040 --> 00:17:43,919 Speaker 1: in time preference, forcing the mail gazer to live in 313 00:17:43,960 --> 00:17:46,880 Speaker 1: the moment. So there's no future, there's no past, there's 314 00:17:46,960 --> 00:17:50,000 Speaker 1: only the here and now. And your genetic programming is 315 00:17:50,040 --> 00:17:52,960 Speaker 1: just saying breed. But since you can't actually mate with 316 00:17:53,000 --> 00:17:56,560 Speaker 1: a Victoria's Secret catalog, uh, you end up just and 317 00:17:56,680 --> 00:17:59,320 Speaker 1: you have tried, many have tried. Instead, you just gobbled 318 00:17:59,320 --> 00:18:02,080 Speaker 1: down a donut or you you binge purchase something on 319 00:18:02,119 --> 00:18:04,360 Speaker 1: Amazon and call it a day. Yeah, and that it's 320 00:18:04,400 --> 00:18:08,440 Speaker 1: the present thing, right, the short term um Bram Vanderberg, 321 00:18:08,480 --> 00:18:10,359 Speaker 1: who is one of the studies author says that after 322 00:18:10,400 --> 00:18:12,800 Speaker 1: they touched Abram, men are more likely to be content 323 00:18:12,880 --> 00:18:17,639 Speaker 1: with a smaller immediate monetary reward. Nothing to say of 324 00:18:17,680 --> 00:18:21,119 Speaker 1: the sugary sodas right as opposed to something that was healthy, 325 00:18:21,280 --> 00:18:24,760 Speaker 1: like you know, some fruit, Yeah, I mean obviously sex 326 00:18:24,760 --> 00:18:27,919 Speaker 1: cells if we don't even have to to underline that 327 00:18:28,200 --> 00:18:30,679 Speaker 1: for our listeners. But this is one of those studies 328 00:18:30,680 --> 00:18:33,720 Speaker 1: that provides a little more scientific weight to that reality. 329 00:18:34,000 --> 00:18:36,679 Speaker 1: But you know, the wind, you see a scantily clad 330 00:18:37,240 --> 00:18:41,600 Speaker 1: character holding a product or in some way engaged in 331 00:18:41,640 --> 00:18:44,800 Speaker 1: a particular bit of advertising, Like, that's what's going on there. 332 00:18:45,040 --> 00:18:48,119 Speaker 1: It's it's it's hacking your brain. It's changing your ability 333 00:18:48,480 --> 00:18:51,600 Speaker 1: to think about past and future. Yeah, and I did 334 00:18:51,640 --> 00:18:54,040 Speaker 1: want to mention too that in this study, um, not 335 00:18:54,320 --> 00:18:58,840 Speaker 1: all of the heterosexual identified men responded in the same way. 336 00:18:58,880 --> 00:19:02,000 Speaker 1: In other words, some of them were highly responsive to 337 00:19:02,200 --> 00:19:05,159 Speaker 1: rewards while others were not as sensitive to it. And 338 00:19:05,240 --> 00:19:08,840 Speaker 1: some of that may be in um, it may just 339 00:19:08,920 --> 00:19:14,120 Speaker 1: be in whatever their personal experiences with rewards and gratification 340 00:19:14,160 --> 00:19:18,040 Speaker 1: and maybe even addiction in those pathways in the brain. Yeah, 341 00:19:18,040 --> 00:19:20,160 Speaker 1: it's it's by no means a one thought size fits 342 00:19:20,200 --> 00:19:23,159 Speaker 1: all scenario. Yeah, it's not that sort of like and 343 00:19:23,280 --> 00:19:26,600 Speaker 1: this happened that ioga and their eyeballs came out of 344 00:19:26,600 --> 00:19:30,200 Speaker 1: their head. And no, it was a bit different for everyone, 345 00:19:30,280 --> 00:19:33,320 Speaker 1: but on the whole, they did see that. Um that 346 00:19:33,440 --> 00:19:37,800 Speaker 1: then we're making choices that were not long term, you know, 347 00:19:37,960 --> 00:19:42,920 Speaker 1: pragmatic choices Alright, we know what our lingerie choices are 348 00:19:43,280 --> 00:19:45,440 Speaker 1: present today, but we're gonna look at a few other 349 00:19:45,520 --> 00:19:48,920 Speaker 1: things that may be available. And one of the things 350 00:19:49,680 --> 00:19:51,720 Speaker 1: which I don't think is a big surprise here is 351 00:19:51,840 --> 00:19:55,520 Speaker 1: lingerie that could be printed on demand. Yeah, indeed, I 352 00:19:55,520 --> 00:19:58,119 Speaker 1: mean three D printing and the ability to print objects. 353 00:19:58,600 --> 00:20:01,520 Speaker 1: Even though it's it's very much uh still in it's 354 00:20:01,800 --> 00:20:04,920 Speaker 1: it's early days. Right now, we've talked again and again 355 00:20:04,960 --> 00:20:08,159 Speaker 1: about the potential future here of your ability to pretend 356 00:20:08,240 --> 00:20:15,119 Speaker 1: everything from specialized parts to just complete devices, even food. 357 00:20:15,440 --> 00:20:17,800 Speaker 1: This is just going to completely change the way we 358 00:20:18,160 --> 00:20:22,000 Speaker 1: consume and acquire products. Well, and in terms of lingerie 359 00:20:22,119 --> 00:20:25,600 Speaker 1: and bras in particular, I think that this is something 360 00:20:25,640 --> 00:20:30,480 Speaker 1: that is kind of exciting because as everybody knows, or 361 00:20:30,520 --> 00:20:33,520 Speaker 1: as Oprah has educated us, all, most women are wearing 362 00:20:33,560 --> 00:20:38,840 Speaker 1: the wrong bracess scenes statistics out there like of women, Uh, 363 00:20:39,240 --> 00:20:41,800 Speaker 1: I don't know if the percent is correct, but that's 364 00:20:41,840 --> 00:20:46,399 Speaker 1: because the human breast tissue does not conform to like 365 00:20:46,480 --> 00:20:48,520 Speaker 1: we have these neat little like cup A, B, C, 366 00:20:48,640 --> 00:20:50,440 Speaker 1: D and so on and so forth. It doesn't really 367 00:20:50,480 --> 00:20:54,680 Speaker 1: conform to that. So you have this company called joy 368 00:20:54,760 --> 00:20:58,320 Speaker 1: Fit that has an app that could allow you to 369 00:20:58,400 --> 00:21:03,000 Speaker 1: take a panoramic video of your breast um when then 370 00:21:03,040 --> 00:21:06,160 Speaker 1: you choose your bra preferences and features, and this information 371 00:21:06,280 --> 00:21:11,520 Speaker 1: and your video are submitted to their cloud hub. I 372 00:21:11,560 --> 00:21:14,240 Speaker 1: don't see any problems with this where your video will 373 00:21:14,280 --> 00:21:17,320 Speaker 1: be processed, created into a profile, and then they create 374 00:21:17,359 --> 00:21:19,760 Speaker 1: the shape of the bra based on your actual dimensions 375 00:21:20,280 --> 00:21:22,720 Speaker 1: and then three D printed. And this is still a 376 00:21:22,800 --> 00:21:26,000 Speaker 1: kickstart venture, so the company is still raising money, but 377 00:21:26,080 --> 00:21:29,880 Speaker 1: they plan to retail the braw for nine NAR. Well, 378 00:21:29,920 --> 00:21:33,919 Speaker 1: you know, the potential security issues aside, it just sounds 379 00:21:33,920 --> 00:21:36,600 Speaker 1: great because I mean because it actually it goes beyond 380 00:21:36,720 --> 00:21:39,879 Speaker 1: laundry when you get into clothing itself, like like the 381 00:21:40,200 --> 00:21:42,720 Speaker 1: thick sizes of things that it's so off. You know, 382 00:21:42,800 --> 00:21:45,720 Speaker 1: you you see clothing on television and without and you 383 00:21:45,720 --> 00:21:48,359 Speaker 1: don't even think about the fact that every piece of 384 00:21:48,400 --> 00:21:51,640 Speaker 1: clothing they're wearing has probably been customed at, like even 385 00:21:51,640 --> 00:21:53,840 Speaker 1: if it's a T shirt. You know, in any kind 386 00:21:53,840 --> 00:21:57,320 Speaker 1: of major production, everything's been thought out and planned and measured, 387 00:21:57,680 --> 00:21:58,800 Speaker 1: and then you go when you try and buy a 388 00:21:58,840 --> 00:22:01,719 Speaker 1: T shirt into the or gens or what have you, 389 00:22:02,119 --> 00:22:04,879 Speaker 1: and the sizes are all wrong. Like I find that 390 00:22:04,920 --> 00:22:06,679 Speaker 1: just with me buying a T shirt. It's been like 391 00:22:06,680 --> 00:22:11,679 Speaker 1: a ten twenty years struggle to find a cut of 392 00:22:11,680 --> 00:22:14,679 Speaker 1: a T shirt that that fits comfortably on me and 393 00:22:14,680 --> 00:22:18,399 Speaker 1: allows me to to reach things over my head without 394 00:22:18,400 --> 00:22:21,960 Speaker 1: exposing my middrift. Now, imagine if on your chest, your 395 00:22:22,000 --> 00:22:26,760 Speaker 1: breast tissue tripled quadrupled in size, and you then had 396 00:22:26,800 --> 00:22:31,000 Speaker 1: to fit some sort of garment over that, right exactly. Yeah, 397 00:22:31,080 --> 00:22:34,000 Speaker 1: I mean there's definitely engineering that goes on in bras. 398 00:22:34,080 --> 00:22:38,639 Speaker 1: So this is very interesting. Um Now, what could maybe 399 00:22:38,680 --> 00:22:43,720 Speaker 1: merge with this technology is better understanding the body in 400 00:22:43,760 --> 00:22:48,479 Speaker 1: particular the torso to kind of get better fits in general. 401 00:22:49,080 --> 00:22:51,919 Speaker 1: And in this we turn to the work of Kanzuki 402 00:22:52,040 --> 00:22:57,040 Speaker 1: Nakamura of Kyoto Institute of Technology and Takio Kakawa of 403 00:22:57,160 --> 00:23:01,879 Speaker 1: Osaka University, and they UH. In their study they identified 404 00:23:01,960 --> 00:23:06,960 Speaker 1: body shape components critical for designing especially close fitting products, UH, 405 00:23:07,160 --> 00:23:10,760 Speaker 1: such as lingerie stuff, where the contour and actual shape 406 00:23:10,760 --> 00:23:13,800 Speaker 1: of the body is is really important. It's you know, 407 00:23:13,800 --> 00:23:15,520 Speaker 1: it's not just a baggy shirt. It's something that actually 408 00:23:15,600 --> 00:23:19,920 Speaker 1: needs to to fit tightly with a specific body and UH. 409 00:23:20,160 --> 00:23:22,560 Speaker 1: And so they kind of to a certain extent, they 410 00:23:22,560 --> 00:23:27,360 Speaker 1: were kind of reinventing how we size uh these products. 411 00:23:27,680 --> 00:23:32,480 Speaker 1: Um so that they were using laser meteorology to map 412 00:23:32,520 --> 00:23:36,679 Speaker 1: control points at specific sites on the women's trunks, as 413 00:23:36,680 --> 00:23:38,840 Speaker 1: they referred to in the study, and in doing so, 414 00:23:39,440 --> 00:23:42,800 Speaker 1: uh open up the possibility to classify body shapes into 415 00:23:42,840 --> 00:23:47,000 Speaker 1: more classes. So it's not just uh, you know, size one, 416 00:23:47,119 --> 00:23:49,639 Speaker 1: size two, size three, or whatever. It's it's all the 417 00:23:49,760 --> 00:23:53,280 Speaker 1: various variations based on the different control points. Yeah, and 418 00:23:53,320 --> 00:23:56,440 Speaker 1: they took five and sixty Japanese I'm an aged from 419 00:23:56,600 --> 00:23:59,600 Speaker 1: nineteen to sixty three to get all of those data 420 00:23:59,640 --> 00:24:04,480 Speaker 1: points to try to figure out uh, better classifications for 421 00:24:04,600 --> 00:24:07,119 Speaker 1: the torso. And of course the problem and ultimately where 422 00:24:07,160 --> 00:24:09,600 Speaker 1: the potential answer of the printing comes in, is if 423 00:24:09,640 --> 00:24:12,359 Speaker 1: you create more and more different sizes, that's more and 424 00:24:12,440 --> 00:24:14,639 Speaker 1: more different sizes that would have to be produced and 425 00:24:14,720 --> 00:24:18,159 Speaker 1: kept in stock somewhere, unless it's print on demand, and 426 00:24:18,200 --> 00:24:21,360 Speaker 1: then it's this information is just all in the catalog. 427 00:24:21,440 --> 00:24:23,720 Speaker 1: Oh well that changes everything, right, because now you're at 428 00:24:23,760 --> 00:24:27,360 Speaker 1: home and you're uploading your own dimensions and you can 429 00:24:27,560 --> 00:24:33,000 Speaker 1: um automatically print your own wonder woman inspired bra, right, 430 00:24:33,440 --> 00:24:35,359 Speaker 1: and it's gonna fit great. And I'm not saying I'm 431 00:24:35,359 --> 00:24:38,280 Speaker 1: going to do that, but it might and if you 432 00:24:38,320 --> 00:24:41,160 Speaker 1: were just say, if you're just a guy who wants 433 00:24:41,200 --> 00:24:44,000 Speaker 1: to touch some lingerie, you no longer have to go 434 00:24:44,080 --> 00:24:47,120 Speaker 1: to the store and uh and pretend that you're buying 435 00:24:47,119 --> 00:24:49,479 Speaker 1: it for your girlfriend. That you can just you can 436 00:24:49,520 --> 00:24:52,720 Speaker 1: just print it out, just print them out all day. Well. 437 00:24:52,720 --> 00:24:54,320 Speaker 1: And so a lot of this too, that we're talking 438 00:24:54,320 --> 00:24:57,479 Speaker 1: about is heteronormative, right, I mean, we're talking about this 439 00:24:57,560 --> 00:25:00,439 Speaker 1: is very much the assumption that that some male that 440 00:25:00,520 --> 00:25:03,920 Speaker 1: wants to look at a female in lingerie, Hey, maybe 441 00:25:03,960 --> 00:25:06,639 Speaker 1: a guy wants to have lingerie for himself, design it 442 00:25:06,720 --> 00:25:09,280 Speaker 1: for himself. Indeed, I mean there's there's a lot of 443 00:25:09,359 --> 00:25:12,400 Speaker 1: lingerie four men out there. Some of it is traditionally 444 00:25:12,600 --> 00:25:15,400 Speaker 1: you know, female lingerie that is then co opted by 445 00:25:15,440 --> 00:25:17,520 Speaker 1: by the male wear, which is which is fine. And 446 00:25:17,520 --> 00:25:22,080 Speaker 1: then there is there's male lingerie, which can also be 447 00:25:22,200 --> 00:25:25,560 Speaker 1: you know, just as ridiculous as female lingerie, uh, if 448 00:25:25,560 --> 00:25:28,679 Speaker 1: not more so in the sense that is not you know, 449 00:25:28,800 --> 00:25:31,120 Speaker 1: bare and just not driven into our minds as much 450 00:25:31,160 --> 00:25:33,840 Speaker 1: through through marketing. But I did some Google image searches 451 00:25:33,880 --> 00:25:37,560 Speaker 1: before this episode, and there's some there's some pretty wacky 452 00:25:37,600 --> 00:25:40,800 Speaker 1: male lingerie out there. Speaking of have you seen the 453 00:25:41,040 --> 00:25:45,880 Speaker 1: Saturday Night Live spoof of Justin Bieber and Calvin Klein underwear. 454 00:25:46,600 --> 00:25:52,080 Speaker 1: It's pretty great, all right, Just leave it at that. UM. 455 00:25:52,320 --> 00:25:54,920 Speaker 1: One thing we did want to mention before we close 456 00:25:54,960 --> 00:25:58,600 Speaker 1: out today is something called fund to Wear. Now, we've 457 00:25:58,640 --> 00:26:03,080 Speaker 1: talked a bit about technology and its ability to interact 458 00:26:03,119 --> 00:26:08,400 Speaker 1: with us in ways that could change the landscape of uh, 459 00:26:08,480 --> 00:26:14,440 Speaker 1: not just sexuality, but expressing that sexuality, and certainly funderwear 460 00:26:14,920 --> 00:26:19,399 Speaker 1: that's in this category. Yes, uh, fung aware this is um. 461 00:26:19,400 --> 00:26:22,040 Speaker 1: This is underwhere that's made from fungus. It's actually growing. Oh, 462 00:26:22,040 --> 00:26:24,920 Speaker 1: we have different notes. Now. As much as I like 463 00:26:24,960 --> 00:26:29,240 Speaker 1: the idea of fungaware funderware, we're talking about wearable technology 464 00:26:29,440 --> 00:26:34,640 Speaker 1: and lingerie coming together. They would allow people to to 465 00:26:34,640 --> 00:26:38,280 Speaker 1: touch each other, across space and even get even time. 466 00:26:38,920 --> 00:26:40,800 Speaker 1: We're talking about as some of the same things that 467 00:26:40,800 --> 00:26:43,359 Speaker 1: we discussed in the Hotel of the Future of talking 468 00:26:43,400 --> 00:26:46,679 Speaker 1: about virtual sex and linked dreaming. We're talking about some 469 00:26:46,760 --> 00:26:49,080 Speaker 1: of those elements finding their way into our laundery design. 470 00:26:49,160 --> 00:26:52,240 Speaker 1: So that two lovers maybe on separate sides of the world, 471 00:26:53,480 --> 00:26:55,959 Speaker 1: but if they're both wearing fun to wear, then they 472 00:26:55,960 --> 00:26:58,199 Speaker 1: can essentially be in the same room. And now this 473 00:26:58,280 --> 00:27:02,200 Speaker 1: is it's worth not even we're not talking about just underwear, 474 00:27:02,240 --> 00:27:04,760 Speaker 1: would say a vibration device in it, Like that's technology 475 00:27:04,800 --> 00:27:07,840 Speaker 1: has been around for a while, and you know, I'm 476 00:27:07,840 --> 00:27:09,959 Speaker 1: not saying it's not effective, but it's not particularly nuance. 477 00:27:10,200 --> 00:27:15,240 Speaker 1: This is aimed at using such similar technology to replicate 478 00:27:15,720 --> 00:27:20,119 Speaker 1: actual human touch with the garment via a smartphone app 479 00:27:20,600 --> 00:27:23,720 Speaker 1: and across vast distances, as you've already said, which is 480 00:27:23,760 --> 00:27:26,720 Speaker 1: what I think makes the standout from the technology of 481 00:27:26,760 --> 00:27:30,320 Speaker 1: just having a vibrating underwear here yea now again, in 482 00:27:30,359 --> 00:27:32,520 Speaker 1: the same way that there would seem to be some 483 00:27:32,560 --> 00:27:36,879 Speaker 1: security issues about sending video of your your breasts to 484 00:27:37,080 --> 00:27:39,639 Speaker 1: a lingerie company online, I do have to wonder does 485 00:27:39,640 --> 00:27:41,960 Speaker 1: this mean that someone could hack it and like touch 486 00:27:42,040 --> 00:27:44,760 Speaker 1: everyone's fun to wear at once, that's a question. I mean, 487 00:27:44,800 --> 00:27:47,920 Speaker 1: there's there's all these sorts of security issues. People see 488 00:27:48,000 --> 00:27:51,320 Speaker 1: videos of your breasts that you've uploaded, and they hack 489 00:27:51,359 --> 00:27:55,360 Speaker 1: into your underwear, and none of this is maybe so 490 00:27:55,440 --> 00:27:58,680 Speaker 1: strange to think about if you live in Japan, because 491 00:27:58,760 --> 00:28:03,199 Speaker 1: their technolog energy and underwear have been I don't know, 492 00:28:03,480 --> 00:28:07,080 Speaker 1: I guess you could say thought about quite a bit. Yeah. Indeed, 493 00:28:08,359 --> 00:28:11,440 Speaker 1: in particular, one of the the breakthrough is that we're 494 00:28:11,480 --> 00:28:14,320 Speaker 1: looking at was it was the so called frozen underwear. No, 495 00:28:14,480 --> 00:28:17,199 Speaker 1: not frozen underwear, but cold not cold like that's not 496 00:28:17,240 --> 00:28:22,120 Speaker 1: really much of a breakthrough. We've had that let it go. Yes, yes, 497 00:28:22,160 --> 00:28:24,840 Speaker 1: the Disney Frozen movie. Yeah, I do not remember a 498 00:28:24,920 --> 00:28:29,520 Speaker 1: scene from the movie in which the two sisters touch underwear. 499 00:28:30,400 --> 00:28:34,720 Speaker 1: But that is the idea behind this technology. Yeah. It's 500 00:28:35,000 --> 00:28:37,560 Speaker 1: marketed as like the little Sister and the Big sister 501 00:28:37,800 --> 00:28:42,840 Speaker 1: bra and if you presumably chest thump each other, then 502 00:28:42,920 --> 00:28:47,719 Speaker 1: that activates the bras to light up. Okay, nothing creepy 503 00:28:47,720 --> 00:28:51,560 Speaker 1: about that, No, well not, I mean, not overtly. But 504 00:28:51,680 --> 00:28:54,240 Speaker 1: it's a you know, it's a similar, similar technology we're 505 00:28:54,240 --> 00:28:57,479 Speaker 1: talking about. Let's let's let's make wearable technology and our 506 00:28:57,600 --> 00:29:01,680 Speaker 1: lingerie become one so that they creates an interactive experience. 507 00:29:02,280 --> 00:29:06,560 Speaker 1: Let's encourage sisters to bump their breasts just like a 508 00:29:06,640 --> 00:29:12,400 Speaker 1: chest bump. Right, it's it's no more. But you can't. 509 00:29:12,680 --> 00:29:15,440 Speaker 1: But here's the thing. You could just chest bump each other, 510 00:29:15,480 --> 00:29:18,080 Speaker 1: but you couldn't tell whether or not the brawls were 511 00:29:18,120 --> 00:29:21,400 Speaker 1: lighting up unless there was a shirt that was off right, Well, 512 00:29:21,560 --> 00:29:23,560 Speaker 1: maybe the light truly bright. We don't know. I mean, 513 00:29:23,600 --> 00:29:25,400 Speaker 1: it could be a thing where they chest bump and 514 00:29:25,440 --> 00:29:28,440 Speaker 1: it's just it's like the sun has it like an 515 00:29:28,480 --> 00:29:32,320 Speaker 1: atomic detonation within their sweaters or something. Just keep going 516 00:29:32,400 --> 00:29:36,040 Speaker 1: with that, alright. So, but I'm not completely surprised because 517 00:29:36,600 --> 00:29:41,360 Speaker 1: Japan has been known for a lot of different um appetites, 518 00:29:41,400 --> 00:29:46,440 Speaker 1: I guess you could say, and uh, especially with their 519 00:29:46,560 --> 00:29:50,520 Speaker 1: vending machines and I don't even know if I can 520 00:29:50,560 --> 00:29:54,880 Speaker 1: say it the selling of what used to be underwear 521 00:29:54,960 --> 00:30:00,680 Speaker 1: that was worn. Yeah, yeah, this is this is fascinating. 522 00:30:01,080 --> 00:30:03,280 Speaker 1: We started researching this, like I briefly went down the 523 00:30:03,360 --> 00:30:08,480 Speaker 1: rabbit hole on on Japanese vending machines and the and 524 00:30:08,560 --> 00:30:12,520 Speaker 1: the the idea of used underwear and vending machines. It's 525 00:30:12,520 --> 00:30:15,600 Speaker 1: worth noting just right off the bat that if you 526 00:30:16,040 --> 00:30:18,520 Speaker 1: go to Japan and you're to ask the average person 527 00:30:18,520 --> 00:30:20,440 Speaker 1: on the street about this, they're probably not gonna know 528 00:30:20,480 --> 00:30:22,440 Speaker 1: what you're talking about. Like, it's not it's one of 529 00:30:22,480 --> 00:30:25,800 Speaker 1: these things that has been elevated to almost like a 530 00:30:25,880 --> 00:30:29,800 Speaker 1: legend status in the West about Japan. But it's not 531 00:30:31,040 --> 00:30:33,440 Speaker 1: reading accouncil like someone's saying like, oh, you know, they 532 00:30:33,440 --> 00:30:35,320 Speaker 1: have them on every street corner. You can just like 533 00:30:35,400 --> 00:30:37,400 Speaker 1: as if it's the most normal thing in the world 534 00:30:37,720 --> 00:30:40,320 Speaker 1: in Japan to go up and buy used to panties 535 00:30:40,360 --> 00:30:42,840 Speaker 1: out of a vending machine. But it's it's not. It 536 00:30:42,960 --> 00:30:45,400 Speaker 1: might be available in a red light district. Yeah, if 537 00:30:45,440 --> 00:30:48,880 Speaker 1: you're in a skeeezy section of town, in a skeeezy store, 538 00:30:49,560 --> 00:30:52,040 Speaker 1: then yes, there might be a machine that is that 539 00:30:52,120 --> 00:30:57,360 Speaker 1: that sells used or supposedly like quotation mark used underpants. 540 00:30:57,560 --> 00:31:00,200 Speaker 1: And then we're talking about vending machines as well. Don't 541 00:31:00,240 --> 00:31:02,400 Speaker 1: think about I'm not talking about like a fancy, super 542 00:31:02,440 --> 00:31:05,520 Speaker 1: high tech vending machine like our coffee machine here at work. 543 00:31:05,800 --> 00:31:08,120 Speaker 1: I'm talking about you know, those little things outside of 544 00:31:09,040 --> 00:31:12,320 Speaker 1: outside of grocery stores with a little little balls and 545 00:31:12,320 --> 00:31:14,760 Speaker 1: them that have like toys, that kind of thing. You know, 546 00:31:14,760 --> 00:31:17,120 Speaker 1: you put a quarter, you put your gen in, and 547 00:31:17,160 --> 00:31:21,680 Speaker 1: you swivel it around and it mechanically knocks out a container. Now, 548 00:31:21,680 --> 00:31:25,080 Speaker 1: I want to point out that that the underwear that 549 00:31:25,200 --> 00:31:29,080 Speaker 1: is now inventing machines today is not used. They just 550 00:31:29,320 --> 00:31:32,360 Speaker 1: make it look they market it as though it's used. Yeah, 551 00:31:32,400 --> 00:31:37,000 Speaker 1: it's that's really down. Yeah, However, the market for used 552 00:31:37,080 --> 00:31:41,000 Speaker 1: underwear in Japan has jumped to online of course, and 553 00:31:41,080 --> 00:31:46,360 Speaker 1: so it's still something that's circulated and bought. Indeed, and 554 00:31:46,760 --> 00:31:50,440 Speaker 1: in the future in Japan and elsewhere, you know, we 555 00:31:50,520 --> 00:31:54,080 Speaker 1: could see a possibility of printable dirty underwear. And that's 556 00:31:54,280 --> 00:31:56,480 Speaker 1: that's really where I'm helping your technique. Why not, I 557 00:31:56,520 --> 00:31:58,920 Speaker 1: mean you could you could get the molling kills on 558 00:31:58,960 --> 00:32:02,880 Speaker 1: their right that contain um whatever bacteria it is that's 559 00:32:02,920 --> 00:32:07,080 Speaker 1: contributing to a certain cent profile. Why not. Indeed? All right, 560 00:32:07,120 --> 00:32:10,760 Speaker 1: if you're still with us, UM, thank you for joining 561 00:32:10,840 --> 00:32:15,360 Speaker 1: us on our ride down Laing Lane and looking at 562 00:32:15,480 --> 00:32:18,680 Speaker 1: what is driving the actual sales of it. The probability 563 00:32:18,720 --> 00:32:21,040 Speaker 1: of sex here is what we're talking about. UM. If 564 00:32:21,080 --> 00:32:22,720 Speaker 1: you want to find out more about us, you can 565 00:32:23,480 --> 00:32:25,400 Speaker 1: indeed go to stuff to Blow your Mind dot com. 566 00:32:25,440 --> 00:32:28,800 Speaker 1: That's where you'll find all of our podcast episodes, other 567 00:32:28,880 --> 00:32:31,200 Speaker 1: Valentine's Days Day episodes that we've put out this year, 568 00:32:31,320 --> 00:32:33,200 Speaker 1: or the ones in the past. We did a fabulous 569 00:32:33,200 --> 00:32:37,560 Speaker 1: one before about the slugs mating that was an early 570 00:32:37,600 --> 00:32:41,480 Speaker 1: assault on Valentine's Day and the Valentine's Day Industrial Complex. 571 00:32:42,200 --> 00:32:44,720 Speaker 1: You'll find all of our blog post, all of our videos, 572 00:32:44,760 --> 00:32:46,640 Speaker 1: social media links, you name it stuff to blow your 573 00:32:46,640 --> 00:32:48,920 Speaker 1: Mind dot com And in the meantime, if you have 574 00:32:49,000 --> 00:32:52,800 Speaker 1: any thoughts on Laingerie on our rats in Lingerie Um, 575 00:32:52,920 --> 00:32:55,800 Speaker 1: you can send those thoughts to us via email at 576 00:32:55,800 --> 00:33:01,800 Speaker 1: below the mind at how stuff works dot com. For 577 00:33:01,920 --> 00:33:04,760 Speaker 1: more on MISS and thousands of other topics, visit howstuff 578 00:33:04,800 --> 00:33:11,400 Speaker 1: works dot com.