Can you walk us through why you decided to use a tube for your honey?

Yeah.

Well, to go back a little bit, my dad's a hobbyist beekeeper.

And so I had been around beekeeping and grew up in a honey-loving household.

And I love honey.

And...

He, a few years ago, asked me to make some labels for his honey, which it started to just make me think, like, why are there all these sort of standards and cliches and tropes in the honey industry? It was either commercial honey that comes in a plastic bottle, like a squeeze the bear, which no brand owns and has been around since the 50s.

So can you tell us a little bit more about the beekeeping process and what it looks like to actually manufacture a honey product?

Okay.

It is not true that the FTC Act categorically rejected the rules of reason.

Its answer to what the courts were doing, and the legislators were annoyed that the court seemed to be taking power over things, was a structural...

Sorry, that's the wrong word.

It was an institutional response.

Instead of doing just court-mediated antitrust, we're going to have two other selves.

One is congressional and one is through an expert agency.

Sorry.

Okay.

It is not true that the FTC Act categorically rejected the rules of reason.

Its answer to what the courts were doing, and the legislators were annoyed that the court seemed to be taking power over things, was a structural...

Sorry, that's the wrong word.

It was an institutional response.

Instead of doing just court-mediated antitrust, we're going to have two other selves.

One is congressional and one is through an expert agency.

Sorry.