In this episode of This Might Be Nothing, SLANT’s Christopher Cecil and Will Rothschild mourn the slow, quiet death of "special." From childhood Nutella smuggling operations to Whataburger betrayal and Rolex gatekeeping, they unpack what happens when brands go from rare to everywhere and why ubiquity might be the fastest way to lose customer loyalty. Also featuring: a Mercedes eulogy, nostalgia-induced food bias, and a shoutout to the days when Coors beer was the hottest contraband east of the Mississippi.
TL;DR: You can be everywhere, or you can be special. Pick one.

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