It all started this way: My cousin Jesse and I were sitting around drinking beer. Heineken. And we were talking about how, from a mktg standpoint, Heineken was right where it wanted to be: in our 'fridge, on our table, in our hands, being drunk (er, consumed...) That being the case, any additional mktg dollars spent on us by Heineken would be wasted (er, unneccessary). So instead of spending more cash on advertising to Jesse and I, Heineken should be giving us their money directly, in exhange for which we would give them video testimony of our world and Heineken's place in it. It was (and is) our belief that a documentary of that sort would be a lot more interesting than a typical stupid ad.
The lunatics have taken over the asylum.