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         Plus: Buying vs. leasing a car, Bob Iger’s big payday, musically aged cheese, and more.
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                     It’s not usually great news when the National Security Agency is broadcasting your name, but here’s an exception: The agency announced its latest inductees to the Cryptologic Hall of Honor, which celebrates American codebreakers and codemakers. Its latest class includes World War II heroes and the encrypted message wizard who helped George Washington notch a big win at Yorktown.
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                      In today’s email:
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                      <strong>
                       Submersible superyacht:
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                      Designing a better way to blow $2B.
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                       Buying vs. leasing:
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                      What’s
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                       really
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                      the best move for financing a car?
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                       Why, though?:
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                      A beverage to chew on.
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                      <strong>
                       Around the web:
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                      How music affects cheese, bypassing typos, a relaxing puzzle break, and more.
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                     👇
                     <strong>
                      Listen:
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                     Sending billionaires under the sea for four months? Sign us up.
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                The Big Idea
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                <a data-hs-link-id="0" style="color: #192733; text-decoration: underline !important;" target="_blank">
                 <img alt="A white submarine floating in black water at night with a white helicopter and a smaller white boat." class="featured-image" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3.us-west-1.amazonaws.com%252Ffinal_size-Migaloo_20240117231215.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLiIsInRpbWUiOjE3MDYwMzM5MjcuMjg1NTA5OH0:1rSLMF:wF2otiaq0ZBkeiXknf3ahiJSZuuVvOrOssrDjw4BeC0" style="height: auto; width: 100%; max-width: 600px;" width="600"/>
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                <h2 class="brief-title" style="font-family: 'Oswald', 'Roboto', helvetica, sans-serif; font-size: 22px; line-height: 26px; font-weight: bold; margin: 10px 0px 5px;">
                 Have $2B to blow? Buy a submersible superyacht
                </h2>
                <div class="preview-text" style="color: transparent; display: none; height: 0; max-height: 0; max-width: 0; opacity: 0; overflow: hidden; mso-hide: all; visibility: hidden; width: 0;">
                 The $2B sub has everything a supervillain needs to set sail.
                </div>
                <div class="campaign-date" style="color: transparent; display: none; height: 0; max-height: 0; max-width: 0; opacity: 0; overflow: hidden; mso-hide: all; visibility: hidden; width: 0;">
                 2024-01-18T00:00:00Z
                </div>
                <div class="author-name" style="color: transparent; display: none; height: 0; max-height: 0; max-width: 0; opacity: 0; overflow: hidden; mso-hide: all; visibility: hidden; width: 0;">
                 Sara Friedman
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                <p style="margin-bottom: 1em; font-size: 16px; line-height:140%; margin: 5px 0px 10px;">
                 What do you get for the supervillain who has everything?
                </p>
                <p style="margin-bottom: 1em; font-size:16px; line-height:140%; margin: 5px 0px 10px;">
                 A luxury submersible superyacht, probably. And lucky for you, one’s coming.
                </p>
                <p style="margin-bottom: 1em; font-size: 16px; line-height:140%; margin: 5px 0px 10px;">
                 Austrian company
                 <a data-hs-link-id="0" style="color:#192733; text-decoration: underline !important;" target="_blank">
                  <u>
                   Migaloo
                  </u>
                 </a>
                 is developing the Migaloo M5: a 541-foot-long submersible that can hold 20 passengers and 40 crew members, dive to a depth of 820 feet, and stay submerged for four weeks,
                 <a data-hs-link-id="0" style="color:#192733; text-decoration: underline !important;" target="_blank">
                  <u>
                   per
                  </u>
                 </a>
                 <em>
                  Air Mail
                 </em>
                 .
                </p>
                <p style="margin-bottom: 1em; font-size:16px; line-height:140%; margin: 5px 0px 10px;">
                 The superyacht, which would cost ~$2B to build, comes tricked out with all the bells and whistles, including:
                </p>
                <ul style="font-size:16px; line-height:20px; padding-bottom: 10px; padding-left: 12px; margin: 0;">
                 <li style="font-size:16px; line-height:140%; margin: 0 0 0 15px; padding: 0px 0px 10px;">
                  Two six-person minisubmarines, a helipad, and a room for jet skis.
                 </li>
                 <li style="font-size: 16px; line-height: 140%; margin: 0 0 0 15px; padding: 0px 0px 10px;">
                  A 36-seat dining room with glass walls for ocean viewing.
                 </li>
                 <li style="font-size:16px; line-height:140%; margin: 0 0 0 15px; padding: 0px;">
                  Optional additions like a swimming pool, wine cellar, or cinema, which, of course, cost extra.
                 </li>
                </ul>
                <p style="margin-bottom: 1em; font-size:16px; line-height:140%; margin: 5px 0px 10px;">
                 Migaloo CEO and founder Christian Gumpold
                 <a data-hs-link-id="0" style="color:#192733; text-decoration: underline !important;" target="_blank">
                  <u>
                   told
                  </u>
                 </a>
                 <em>
                  The Times
                 </em>
                 , “Our target group are visionary billionaires with or without existing superyacht experience who have extraordinary demands for exclusivity, safety, adventure…”
                </p>
                <p style="margin-bottom: 1em; font-size:16px; line-height:140%; margin: 5px 0px 10px;">
                 And Migaloo has designed some other
                 <em>
                  wild
                 </em>
                 offerings, like its Kokomo Ailand: a floating
                 <a data-hs-link-id="0" style="color:#192733; text-decoration: underline !important;" target="_blank">
                  <u>
                   habitat
                  </u>
                 </a>
                 with palm trees, waterfalls, beach clubs, and a shark feeding station. (If that’s not Bond-villain coded, we don’t know what is.)
                </p>
                <h4 style="font-size:17px; height:100%; letter-spacing: 0px; line-height:22px; padding-top: 8px; margin: 0px;">
                 <strong>
                  Before you start practicing your evil laugh…
                 </strong>
                </h4>
                <p style="margin-bottom: 1em; font-size:16px; line-height:140%; margin: 5px 0px 10px;">
                 Where there are superyachts this big, there are problems.
                </p>
                <p style="margin-bottom: 1em; font-size:16px; line-height:140%; margin: 5px 0px 10px;">
                 Migaloo’s submersibles will have a host of obstacles to overcome:
                </p>
                <ul style="font-size:16px; line-height:20px; padding-bottom: 10px; padding-left: 12px; margin: 0;">
                 <li style="font-size:16px; line-height:140%; margin: 0 0 0 15px; padding: 0px 0px 10px;">
                  The percentage of yacht owners peaked in 2014 at 3.6% and has since been falling, reaching 2% in 2021 — despite the growing number of people who can afford them.
                 </li>
                 <li style="font-size:16px; line-height:140%; margin: 0 0 0 15px; padding: 0px 0px 10px;">
                  Legal restrictions could limit large submarines from traversing waters in certain countries and potentially disrupting the environment.
                 </li>
                 <li style="font-size:16px; line-height:140%; margin: 0 0 0 15px; padding: 0px;">
                  And there are, of course, safety concerns, particularly following the Titan sub’s implosion last year.
                 </li>
                </ul>
                <p style="margin-bottom: 1em; font-size:16px; line-height:140%; margin: 5px 0px 10px;">
                 All that said: We’ve watched the ultra-rich
                 <a data-hs-link-id="0" style="color:#192733; text-decoration: underline !important;" target="_blank">
                  <u>
                   turn back
                  </u>
                 </a>
                 time,
                 <a data-hs-link-id="0" style="color:#192733; text-decoration: underline !important;" target="_blank">
                  <u>
                   build
                  </u>
                 </a>
                 bunkers, and, y’know,
                 <a data-hs-link-id="0" style="color:#192733; text-decoration: underline !important;" target="_blank">
                  <u>
                   travel
                  </u>
                 </a>
                 to view the Titanic wreckage — so this doesn’t exactly surprise us.
                </p>
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               <td style="color:#bf2434; font-size:16px; font-weight:bold; letter-spacing: 1.5px; text-transform: uppercase; padding: 10px 3px 0px;">
                Free Resource
               </td>
              </tr>
              <tr>
               <td class="h2020 ignore-defaults" style="padding: 0px 3px;">
                <center>
                 <a data-hs-link-id="0" style="color: #192733; text-decoration: underline !important;" target="_blank">
                  <img src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3.us-west-1.amazonaws.com%252Ffinal_size-1_18_24_20240117231159.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLiIsInRpbWUiOjE3MDYwMzM5MjcuMjg1NzE2M30:1rSLMF:fo5HpTjLmIvFfDy1GUpXj-uUWNtJogqKqLH5452eByA" style="width:100%; max-width:600px; height: auto; padding: 15px 0 0;" width="600"/>
                 </a>
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                <h2 style="font-family: 'Oswald','Roboto',helvetica,sans-serif; font-size:22px; line-height:26px; font-weight:bold; margin: 10px 0px 5px;">
                 Templates for optimizing your time
                </h2>
               </td>
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              <tr>
               <td class="h2020 ignore-defaults" style="padding: 0px 3px;">
                <p style="margin-bottom: 1em; font-size:16px; line-height:140%; margin: 5px 0px 10px;">
                 Tackle your to-do list with structured spreadsheets. These will help you prioritize projects, juggle stacks of tasks, and map out your day.
                </p>
                <h4 style="font-size:17px;height:100%; letter-spacing: 0px; line-height:22px; padding: 8px 0px 5px; margin: 0px;">
                 <strong>
                  Free workflow resources:
                 </strong>
                </h4>
                <ul style="font-size:16px; line-height:20px; padding-bottom: 10px; padding-left: 12px; margin: 0;">
                 <li style="font-size:16px; line-height:140%; margin: 0 0 0 15px; padding: 0px;">
                  Daily scheduler
                 </li>
                 <li style="font-size:16px; line-height:140%; margin: 0 0 0 15px; padding: 0px;">
                  Monthly planner
                 </li>
                 <li style="font-size:16px; line-height:140%; margin: 0 0 0 15px; padding: 0px;">
                  Delegation tracker
                 </li>
                 <li style="font-size:16px; line-height:140%; margin: 0 0 0 15px; padding: 0px;">
                  Task prioritization sheet
                 </li>
                 <li style="font-size:16px; line-height:140%; margin: 0 0 0 15px; padding: 0px;">
                  Time budgeting calculator
                 </li>
                </ul>
                <p style="margin-bottom: 1em; font-size:16px; line-height:140%; margin: 5px 0px 10px;">
                 Don’t fret — we’ve already set the tables.
                </p>
               </td>
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               <td align="center" style="text-align: center; padding: 10px 0px 15px;">
                <a data-hs-link-id="1" style="background-color:#bf2434; font-size:16px; font-family: 'Roboto',helvetica,sans-serif; font-weight:bold; text-decoration: none !important; color: #ffffff !important; -webkit-text-fill-color: #ffffff; border-radius:8px; display:inline-block; mso-padding-alt: 0; padding: 7px 20px;" target="_blank">
                 <!--[if mso]><i style="letter-spacing:25px;mso-font-width:-100%;mso-text-raise:30pt">&nbsp;</i><![endif]-->
                 <span style="mso-text-raise: 15pt;">
                  Tabulate your workload →
                 </span>
                 <!--[if mso]><i style="letter-spacing:25px;mso-font-width:-100%">&nbsp;</i><![endif]-->
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          <!-- END NATIVE -->
          <!-- START WHATS TRENDING -->
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               <td style="color:#bf2434; font-size:16px; font-weight:bold; letter-spacing: 1.5px; text-transform: uppercase; padding: 10px 0px;">
                TRENDING
               </td>
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               <td bgcolor="#eaf0f6" style="background-color: #eaf0f6; border-radius: 10px; padding: 5px;">
                <table>
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                    <img alt="eyeball wearing a hat" sizes="(max-width: 70px) 100vw, 70px" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.hubspot.com%252Fhs-fs%252Fhubfs%252FCritical_Template_Imagery%252Feye.png%253Fwidth%253D140%2526upscale%253Dtrue%2526name%253Deye.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5odWJzcCIsInRpbWUiOjE3MDYwMzM5MjcuMjg1ODYxfQ:1rSLMF:FiNA6A6t9wvCBglwFpPHwRoKGAeGq0S3ESZCwXni0WI" srcset="https://media.hubspot.com/hs-fs/hubfs/Critical_Template_Imagery/eye.png?upscale=true&amp;width=140&amp;upscale=true&amp;name=eye.png 70w, https://media.hubspot.com/hs-fs/hubfs/Critical_Template_Imagery/eye.png?upscale=true&amp;width=280&amp;upscale=true&amp;name=eye.png 140w" style="width: 70px; height:auto;" width="70"/>
                   </td>
                   <td class="dark-bg h2020 ignore-defaults" style="font-size: 16px; padding: 5px 3px;">
                    <p style="margin-bottom: 1em; font-size:16px; line-height:140%; margin: 5px 0px 10px;">
                     Disney CEO Bob Iger has a good thing going: his 2023 compensation package was worth $31.6m, and that represents a down year for him. He made $45.9m in 2021, his last full year of work at Disney.
                    </p>
                   </td>
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               </td>
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          <!-- END WHATS TRENDING -->
          <!-- START SNIPPETS -->
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            <table style="width:100%;">
             <tbody>
              <tr>
               <td style="color: #bf2434; font-size:16px; font-weight:bold; letter-spacing: 1.5px; padding: 10px 3px 0px;">
                SNIPPETS
               </td>
              </tr>
              <tr>
               <td class="h2020 ignore-defaults dynamic-snippets" style="font-size: 15px; line-height: 160%; margin: 0; padding: 15px 0px 3px 3px;">
                <p style="margin-bottom: 1em; font-size: 16px; line-height: 140%; margin: 5px 0px 10px;">
                 <strong>
                  Sheryl Sandberg,
                 </strong>
                 Meta’s former COO, will formally
                 <a data-hs-link-id="0" style="color:#192733; text-decoration: underline !important;" target="_blank">
                  <u>
                   leave
                  </u>
                 </a>
                 the company. Known for helping to grow Facebook into a social media powerhouse, Sandberg left her executive role in 2022, but still served on the company’s board of directors. She’ll give up the seat in May.
                </p>
                <p style="margin-bottom: 1em; font-size: 16px; line-height: 140%; margin: 5px 0px 10px;">
                 <strong>
                  Boeing ain’t going:
                 </strong>
                 US Secretary of State Antony Blinken was temporarily
                 <a data-hs-link-id="0" style="color: #192733; text-decoration: underline !important;" target="_blank">
                  <u>
                   stranded
                  </u>
                 </a>
                 in Davos, Switzerland, after his modified Boeing 737 was deemed unsafe to fly. The embattled aviation giant must once again set its “Days since a calamitous headline” counter back to zero.
                </p>
                <p style="margin-bottom: 1em; font-size: 16px; line-height: 140%; margin: 5px 0px 10px;">
                 <strong>
                  Amazon
                 </strong>
                 has a new mobile AI
                 <a data-hs-link-id="0" style="color: #192733; text-decoration: underline !important;" target="_blank">
                  <u>
                   feature
                  </u>
                 </a>
                 to answer customer questions about products while they shop — an antidote to scrolling through hundreds of product reviews. The bot can respond to creative prompts, answering questions in haiku form or as Yoda, for example.
                </p>
                <p style="margin-bottom: 1em; font-size: 16px; line-height:140%; margin: 5px 0px 10px;">
                 <strong>
                  Well, look at that:
                 </strong>
                 A majority of Americans (63%) rate their financial situation as “good,”
                 <a data-hs-link-id="0" style="color:#192733; text-decoration: underline !important;" target="_blank">
                  <u>
                   per
                  </u>
                 </a>
                 a survey by
                 <em>
                  Axios
                 </em>
                 and The Harris Poll, with another 19% taking a leap up to “very good.”
                </p>
                <p style="margin-bottom: 1em; font-size: 16px; line-height: 140%; margin: 5px 0px 10px;">
                 <strong>
                  Uniqlo
                 </strong>
                 is
                 <a data-hs-link-id="0" style="color: #192733; text-decoration: underline !important;" target="_blank">
                  <u>
                   suing
                  </u>
                 </a>
                 Shein, alleging that the fast-fashion company is selling knockoffs of its bestselling crescent-shaped shoulder bag.
                </p>
                <p style="margin-bottom: 1em; font-size: 16px; line-height: 140%; margin: 5px 0px 10px;">
                 <strong>
                  Costco crackdown:
                 </strong>
                 To limit nonmembers from
                 <a data-hs-link-id="0" style="color: #192733; text-decoration: underline !important;" target="_blank">
                  <u>
                   sneaking
                  </u>
                 </a>
                 into the store, Costco is experimenting with membership card scanners at store entrances. In 2022, the company had ~66m paid members and 119m cardholders.
                </p>
                <p style="margin-bottom: 1em; font-size: 16px; line-height: 140%; margin: 5px 0px 10px;">
                 <strong>
                  Kraft Singles
                 </strong>
                 will launch three new cheese flavors — jalapeno, garlic and herb, and caramelized onion — after finding that
                 <a data-hs-link-id="0" style="color:#192733; text-decoration: underline !important;" target="_blank">
                  <u>
                   ~70%
                  </u>
                 </a>
                 of US consumers want new varieties.
                </p>
                <p style="margin-bottom: 1em; font-size:16px; line-height:140%; margin: 5px 0px 10px;">
                 <strong>
                  Snoop Dogg’s
                 </strong>
                 headline-rocking “giving up smoke” stunt late last year
                 <a data-hs-link-id="0" style="color: #192733; text-decoration: underline !important;" target="_blank">
                  <u>
                   didn’t move the needle
                  </u>
                 </a>
                 for the brand behind it, Solo Brands, or its smokeless fire pit. Solo Brands has already replaced its CEO after the campaign fell flat.
                </p>
               </td>
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                Don't miss this...
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                    <p style="margin-bottom: 1em; font-size:16px; line-height:140%; margin: 5px 0px 10px;">
                     Between 21% and 44% of American adults will participate in Dry January this year. Sounds like bad news for booze sellers, right? Find out how
                     <a data-hs-link-id="0" style="color:#192733; text-decoration: underline !important;" target="_blank">
                      this growing social trend
                     </a>
                     is actually a doorway to a multimillion-dollar market.
                    </p>
                   </td>
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               </td>
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          <!-- START NEWS BRIEF NO SHARE -->
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               <td style="color:#bf2434; font-size:16px; font-weight:bold; letter-spacing: 1.5px; text-transform: uppercase; padding: 0px 0px 10px;">
                What’s the catch?
               </td>
              </tr>
              <tr>
               <td style="padding: 0 0 1px;">
                <a data-hs-link-id="0" style="color: #192733; text-decoration: underline !important;" target="_blank">
                 <img alt="The words “What’s the Catch?” hover above two duplicated photos of the same Tesla vehicle, one labeled with “own it” and the other with “lease it.”" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3.us-west-1.amazonaws.com%252Ffinal_size-WTCleasebuy_20240117231249.gif/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLiIsInRpbWUiOjE3MDYwMzM5MjcuMjg1OTYzM30:1rSLMF:ppoH9-lzJTLDF_QARvknIuzNJ0U7OAXZe8EXbXFIBkc" style="height:auto; width:100%; max-width:600px;" width="600"/>
                </a>
               </td>
              </tr>
              <tr>
               <td>
                <h2 style="font-family: 'Oswald', 'Roboto', helvetica, sans-serif; font-size: 22px; line-height: 26px; font-weight: bold; margin: 10px 0px 5px;">
                 Is it better to lease or to own your car?
                </h2>
               </td>
              </tr>
              <tr>
               <td class="h2020 ignore-defaults" style="padding: 5px 0px 0px;">
                <p style="margin-bottom: 1em; font-size: 16px; line-height: 140%; margin: 5px 0px 10px;">
                 We won’t make you scroll very far for the answer. Here it is, in all its glory: it depends.
                </p>
                <p style="margin-bottom: 1em; font-size:16px; line-height: 140%; margin: 5px 0px 10px;">
                 The financial realities of plopping a new car in the driveway are complex as hell, as you’ll find out in this episode of our stellar YouTube series “What’s the Catch.” That’s why we’re crunching numbers, exploring common misconceptions, and analyzing scenarios for your benefit.
                </p>
                <p style="margin-bottom: 1em; font-size:16px; line-height:140%; margin: 5px 0px 10px;">
                 And if that isn’t helpful enough, we’ll also direct you to a tool that’ll help you determine what choice will save you money in the long run.
                </p>
                <p style="margin-bottom: 1em; font-size:16px; line-height:140%; margin: 5px 0px 10px;">
                 Nobody is ever going to say that this video will have the sales staff at your local auto dealer eating out of your hand — but that’s mostly because everyone will be too busy staring, slack-jawed, at your big, beautiful brain.
                </p>
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                 <!--[if mso]><i style="letter-spacing:25px;mso-font-width:-100%;mso-text-raise:30pt">&nbsp;</i><![endif]-->
                 <span style="mso-text-raise: 15pt;">
                  Become a car finance genius →
                 </span>
                 <!--[if mso]><i style="letter-spacing:25px;mso-font-width:-100%">&nbsp;</i><![endif]-->
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                FIT THE BILL
               </td>
              </tr>
              <tr style="padding-top: 10px;">
               <td bgcolor="#eaf0f6" style="background-color: #eaf0f6; border-radius:10px; padding: 5px;">
                <table>
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                    <p style="margin-bottom: 1em; font-size: 16px; line-height: 140%; margin: 5px 0px 10px;">
                     <em>
                      There are thousands of companies valued at $1B+. How many clues do you need to identify today’s billion-dollar brand?
                     </em>
                    </p>
                    <p style="margin-bottom: 1em; font-size: 16px; line-height: 140%; margin: 5px 0px 10px;">
                     <strong>
                      Clue 1:
                     </strong>
                     Its namesake apprenticed for a chemical dealer at age 14, then started his own company selling natural dyes at 23. Later, he and a partner created synthetic dyes, until finding other chemical products that drive the company today.
                    </p>
                    <p style="margin-bottom: 1em; font-size: 16px; line-height: 140%; margin: 5px 0px 10px;">
                     <strong>
                      Clue 2:
                     </strong>
                     Listen, we all make mistakes — but most of ours pale in comparison to this company’s, which includes marketing heroin to children (and that’s not even close to its worst indiscretion).
                    </p>
                    <p style="margin-bottom: 1em; font-size: 16px; line-height: 140%; margin: 5px 0px 10px;">
                     <strong>
                      Clue 3:
                     </strong>
                     It purchased a company for $63B in 2018 in a move considered one of the worst mergers in history, as it assumed liability for its new subsidiary’s billions of dollars (and
                     <em>
                      still
                     </em>
                     counting) in settlements for causing customers’ cancers.
                    </p>
                    <p style="margin-bottom: 1em; font-size:16px; line-height:140%; margin: 5px 0px 10px;">
                     👇
                     <em>
                      Scroll to the bottom for the answer
                     </em>
                     👇
                    </p>
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               <td style="color:#bf2434; font-size:16px; font-weight:bold; letter-spacing: 1.5px; text-transform: uppercase; padding: 0px 0px 10px;">
                Why, though?
               </td>
              </tr>
              <tr>
               <td style="padding: 0 0 1px;">
                <a data-hs-link-id="0" style="color: #192733; text-decoration: underline !important;" target="_blank">
                 <img alt="Eight bottles of Orbitz on a blue background." class="featured-image" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3.us-west-1.amazonaws.com%252Ffinal_size-Orbitz_20240117231318.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLiIsInRpbWUiOjE3MDYwMzM5MjcuMjg2MDY0fQ:1rSLMF:9Q9p0GxlSIS_2PPbqmkIKYVMVmGNmt3pUKvLxa6u63A" style="height:auto; width:100%; max-width:600px;" width="600"/>
                </a>
               </td>
              </tr>
              <tr>
               <td>
                <h2 class="brief-title" style="font-family: 'Oswald', 'Roboto', helvetica, sans-serif; font-size: 22px; line-height: 26px; font-weight: bold; margin: 10px 0px 5px;">
                 Why, though? A beverage you can chew
                </h2>
                <div class="preview-text" style="color: transparent; display: none; height: 0; max-height: 0; max-width: 0; opacity: 0; overflow: hidden; mso-hide: all; visibility: hidden; width: 0;">
                 Orbitz was unique, offering a sugary soft drink with small balls floating in a lava lamp-shaped bottle. But it didn’t last.
                </div>
                <div class="campaign-date" style="color: transparent; display: none; height: 0; max-height: 0; max-width: 0; opacity: 0; overflow: hidden; mso-hide: all; visibility: hidden; width: 0;">
                 2024-01-18T00:00:00Z
                </div>
                <div class="author-name" style="color: transparent; display: none; height: 0; max-height: 0; max-width: 0; opacity: 0; overflow: hidden; mso-hide: all; visibility: hidden; width: 0;">
                 Juliet Bennett Rylah
                </div>
               </td>
              </tr>
              <tr>
               <td class="h2020 ignore-defaults brief-body" style="padding: 5px 0px 0px;">
                <p style="margin-bottom: 1em; font-size: 16px; line-height:140%; margin: 5px 0px 10px;">
                 Picture this: It’s 1996. You open the newspaper — an industry yet to be decimated by the internet — as the sweet refrain of “Macarena” drifts from a passing car window.
                </p>
                <p style="margin-bottom: 1em; font-size: 16px; line-height: 140%; margin: 5px 0px 10px;">
                 “It defies description, but let’s try anyway: a lava lamp you can drink,” an
                 <a data-hs-link-id="0" style="color: #192733; text-decoration: underline !important;" target="_blank">
                  <u>
                   article reads
                  </u>
                 </a>
                 . “A neon-pastel tapioca cocktail. A chewable liquid.”
                </p>
                <p style="margin-bottom: 1em; font-size: 16px; line-height:140%; margin: 5px 0px 10px;">
                 It’s Orbitz, the latest soft drink from Clearly Canadian. It retailed for $1.29 ($2.51 today) a bottle, came in six flavors — including chocolate for no sane reason — and was full of floating sugar balls suspended in a gellan gum matrix.
                </p>
                <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height:22px; padding-top: 8px; margin: 0px;">
                 <strong>
                  Was it delicious?
                 </strong>
                </h4>
                <p style="margin-bottom: 1em; font-size:16px; line-height:140%; margin: 5px 0px 10px;">
                 Boba — a similar Taiwanese concept that also came to the US
                 <a data-hs-link-id="0" style="color:#192733; text-decoration: underline !important;" target="_blank">
                  <u>
                   in the ‘90s
                  </u>
                 </a>
                 — is delicious. Orbitz, however, was
                 <a data-hs-link-id="0" style="color:#192733; text-decoration: underline !important;" target="_blank">
                  <u>
                   compared
                  </u>
                 </a>
                 to “old water from a flower vase.”
                </p>
                <p style="margin-bottom: 1em; font-size:16px; line-height: 140%; margin: 5px 0px 10px;">
                 Clearly Canadian spokesperson Jonathan Cronin said the company had wanted to entertain people, and that Orbitz would make someone “the center of attention for a few moments.” And that was the problem.
                </p>
                <p style="margin-bottom: 1em; font-size:16px; line-height: 140%; margin: 5px 0px 10px;">
                 When testing Orbitz in various markets in May 1996, it
                 <a data-hs-link-id="0" style="color:#192733; text-decoration: underline !important;" target="_blank">
                  <u>
                   sold well
                  </u>
                 </a>
                 . But once the novelty wore off, its lackluster taste failed to attract repeat buyers. By 1999, Clearly Canadian discontinued Orbitz.
                </p>
                <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height:22px; padding-top: 8px; margin: 0px;">
                 <strong>
                  Novelty beverages…
                 </strong>
                </h4>
                <p style="margin-bottom: 1em; font-size:16px; line-height:140%; margin: 5px 0px 10px;">
                 … come and go, from Miller Brewing Co.’s failed
                 <a data-hs-link-id="0" style="color:#192733; text-decoration: underline !important;" target="_blank">
                  <u>
                   Clear beer
                  </u>
                 </a>
                 to the bevy of weird sodas you can find at quirky shops like
                 <a data-hs-link-id="0" style="color:#192733; text-decoration: underline !important;" target="_blank">
                  <u>
                   Charlie Brown Farms
                  </u>
                 </a>
                 in California.
                </p>
                <p style="margin-bottom: 1em; font-size:16px; line-height:140%; margin: 5px 0px 10px;">
                 If weird is your thing, it can work, as it has for
                 <a data-hs-link-id="0" style="color:#192733; text-decoration: underline !important;" target="_blank">
                  <u>
                   Liquid Death
                  </u>
                 </a>
                 ’s heavy-metal marketing and Jones Soda — another Canadian soft drink company that debuted in the ‘90s.
                </p>
                <p style="margin-bottom: 1em; font-size:16px; line-height:140%; margin: 5px 0px 10px;">
                 If not, maybe stick to something that people will actually buy regularly. In 2015, Clearly Canadian was able to crowdfund a return of its perfectly acceptable, inoffensive, flavored sparkling water.
                </p>
                <p style="margin-bottom: 1em; font-size: 16px; line-height:140%; margin: 5px 0px 10px;">
                 But it
                 <a data-hs-link-id="0" style="color:#192733; text-decoration: underline !important;" target="_blank">
                  <u>
                   no longer
                  </u>
                 </a>
                 had the equipment to make Orbitz.
                </p>
                <p style="margin-bottom: 1em; font-size:16px; line-height:140%; margin: 5px 0px 10px;">
                 <strong>
                  BTW:
                 </strong>
                 You can still buy unopened bottles of Orbitz on eBay for ~$30, the balls still floating.
                </p>
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                AROUND THE WEB
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                 <strong>
                  🎶 On this day:
                 </strong>
                 In 1975, Barry Manilow
                 <a data-hs-link-id="0" style="color:#192733; text-decoration: underline !important;" target="_blank">
                  <u>
                   achieved
                  </u>
                 </a>
                 his first No. 1 hit with “Mandy,” a song best enjoyed in
                 <a data-hs-link-id="0" style="color:#192733; text-decoration: underline !important;" target="_blank">
                  <u>
                   this clip
                  </u>
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                 from “Angel.”
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                 🧀
                 <strong>
                  That’s interesting:
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                 A Swiss cheesemaker
                 <a data-hs-link-id="0" style="color:#192733; text-decoration: underline !important;" target="_blank">
                  <u>
                   aged cheese
                  </u>
                 </a>
                 to different music for six months to see if flavors would vary. Tasters preferred the cheese exposed to a 24-hour loop of A Tribe Called Quest.
                </p>
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                 👀
                 <strong>
                  Useful:
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                  <u>
                   Typofindr
                  </u>
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                 helps you find listings on ecommerce sites that might not otherwise show up due to misspelled keywords.
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                <p style="margin-bottom: 1em; font-size:16px; line-height:140%; margin: 5px 0px 10px;">
                 🧠
                 <strong>
                  Game:
                 </strong>
                 A pleasant
                 <a data-hs-link-id="0" style="color:#192733; text-decoration: underline !important;" target="_blank">
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                   sudoku break
                  </u>
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                 .
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                 🐱
                 <strong>
                  Aww:
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                 One of these things is
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                   not like the other
                  </u>
                 </a>
                 .
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                MEME
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                 Any day now. (
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                    SHARE THE HUSTLE
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                     Hey. Don’t keep us a secret.
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                    <p style="margin-bottom: 1em; font-size:16px; line-height:140%; padding-bottom: 10px; margin: 5px 0px 0px;">
                     Refer just 3 people and we'll send Hustle essentials as a thank you.
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                    <img alt="all prizes" sizes="(max-width: 600px) 100vw, 600px" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.hubspot.com%252Fhs-fs%252Fhubfs%252FCritical_Template_Imagery%252Freferral_prizes.gif%253Fwidth%253D1200%2526upscale%253Dtrue%2526name%253Dreferral_prizes.gif/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5odWJzcCIsInRpbWUiOjE3MDYwMzM5MjcuMjg2MzY3fQ:1rSLMF:2opyAA7Rt7YZ2txrOI22gI2h6BXxxVixB6-6X-Cbttk" srcset="https://media.hubspot.com/hs-fs/hubfs/Critical_Template_Imagery/referral_prizes.gif?upscale=true&amp;width=1200&amp;upscale=true&amp;name=referral_prizes.gif 600w, https://media.hubspot.com/hs-fs/hubfs/Critical_Template_Imagery/referral_prizes.gif?upscale=true&amp;width=2400&amp;upscale=true&amp;name=referral_prizes.gif 1200w" style="width:100%; height: auto; padding: 10px 0 6px;" width="600"/>
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                     Share this custom referral link:
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                      https://thehustle.co/?ref=950fce10a7
                     </a>
                    </p>
                    <p style="margin-bottom: 1em; font-size:16px; line-height:140%; padding-bottom: 10px; margin: 5px 0px 0px;">
                     Your referral count: 0
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          <!-- START FOOTER -->
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           <td align="center" style="text-align:center; margin: 0; padding: 10px 0px 0px;">
            <em>
             Today’s Fit The Bill answer is
             <strong>
              Bayer AG
             </strong>
             (market cap: $36.1B)
            </em>
            <br/>
            <br/>
            Today's email was brought to you by
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            The Hustle, 2 Canal Park, Cambridge, MA 02141, US.
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10 months, 2 weeks ago - news@thehustle.co
🥤 “A lava lamp you can drink”
Plus: Buying vs. leasing a car, Bob Iger’s big payday, musically aged cheese, and more. View Onli...
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