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Ugh. I hadn't seen that - I just thought it was a really cool idea, reminded me a lot of Dollar Shave Club [http://www.dollarshaveclub.com/?gclid=CMjzjMnNgbICFelaMgodMH...]

I had the same thought. I think they could even adapt the video for socks: "Are the socks any good? No... our socks are fxxing great".

That intro video is fantastic. Thanks for introducing this to me.