Spicy secrets, sweet changes, and fresh perspectives

What Hot Ones isn’t telling you, why your favorite cookie got a new name, and a fascinating annual tradition

Howdy! I’m Jon Schafer, an art director, designer, and all-around music nerd based in mostly-gray Portland, Oregon. As we kick off another year, I’m using this guest-curated edition to celebrate how the smallest details—the kind that catch you off guard and make you think—can spark curiosity, reflection, and conversations worth having.

1. Hot sauce, cold facts.

Hot Ones, the YouTube series where celebrities eat progressively spicier wings while answering deep-cut interview questions, has become a press junket staple—and for good reason. It’s hilarious, revealing, and occasionally terrifying (shoutout to Shaq vs. “Da Bomb” hot sauce). But after watching a fascinating breakdown by the YouTube creators Howtown, I learned something surprising: those “Scoville” heat ratings the show flaunts? Wildly off the mark.

I’m curious if Hot Ones will ever address the Scoville myths. Either way, it’s a reminder that even fiery branding isn’t immune to scrutiny. Now, if you’ll excuse me, I need to re-up my hot sauce collection.

2. 52 things to think about.

One thing I look forward to at the end of every year is Tom Whitwell’s “52 Things I Learned”—a delightfully dense collection of curious facts and thought starters. A few weeks into the new year, I’m still digesting all its goodness. My favorite? “On 30 September 2024, the UK became the first major economy to completely stop generating power by burning coal.” It’s a hopeful milestone that reminds me how small shifts can lead to massive progress.

This annual read always nudges me to reflect on my own priorities and goals. Case in point: my wife and I floated the idea of a kid-free “retreat” to map out the year ahead. Has it happened yet? Nope. Maybe next year.

3. Samoas by any other name.

Girl Scouts of Oregon and Washington are shaking things up by switching their cookie supplier from Little Brownie Bakers to ABC Bakers—a move that comes with a surprising twist: new names for some beloved cookies. Samoas are now Caramel deLites, and Do-Si-Dos have become Peanut Butter Sandwiches. It’s a fascinating case study in the lasting power of names and brands—how something as simple as a name can shape loyalty and behavior.

That said, I’ll still be eating Caramel deLites by the handful as they roll out. And thankfully, Thin Mints, Adventurefuls, and Trefoils remain unchanged, sparing us a total cookie identity crisis.

Found something curious? Or maybe you want to be a guest curator for one of the next issues? Simply hit ↩️ reply.

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