I'm feeling really creative today and I just want to do this video because it's what I need to do, you know? It's like my creative itch is being scratched and I don't care if someone gets offended or not. I'm doing this for myself, not for anyone else. But at the same time, I know that some of my viewers might be a little upset with me because they know what kind of humor I use in my videos. They know that I like to push boundaries and make jokes that are a little bit edgy.

I think it's fair to say that I've got a pretty good sense of what works and what doesn't when it comes to my content. I've been doing this for a while now, and I've learned how to gauge the reaction of my audience. If someone makes a joke or says something that could be misinterpreted, I'll often edit it out before posting. But if I'm being completely honest, there are definitely some things that I would cut from a video if they were going to be taken the wrong way.

For example, one time I was working on a brand deal with a pretty big company and they were actually concerned about something that I had said in a previous video. They told me that it could be seen as insensitive towards people of Asian descent, which is completely ridiculous. I mean, I know who Kyle is and what kind of character he plays, but even so, I don't think there's any way to interpret my jokes with him as being hateful or discriminatory.

That's the thing about comedy - it's all about context. If you're making a joke that's supposed to be satirical, like when Lyall says something ridiculous and over-the-top, people are supposed to get that it's not meant to be taken seriously. But sometimes, people just don't get it, and that's okay. I'm not going to apologize for trying to make people laugh.

One thing that I've noticed is that some of my friends and family members who are Asian have actually been really supportive of my content. They know me well enough to understand what kind of humor I use, and they appreciate the fact that I'm not afraid to push boundaries and try new things. In fact, one of them told me that she thinks Lyall has actually had a positive impact on the Asian community.

I think it's interesting because when people say something like that, it makes me realize how little I know about my own audience. I mean, I've always thought that my humor was just about being funny and making people laugh, but now I'm realizing that there are all these different perspectives and experiences at play. It's not just about what I think is funny - it's about what other people think is funny too.

I don't want to get too caught up in trying to be perfect or avoiding any kind of controversy, though. At the same time, I do want to make sure that I'm being responsible and respectful of my audience. That means knowing when to push boundaries and when to back off. It's not always easy, but it's worth it in the end.

For me, it's all about finding a balance between being creative and being considerate of others. I don't want to alienate anyone or make them feel uncomfortable with my content, but at the same time, I need to stay true to myself and keep making videos that are authentic and honest. It's a delicate dance, but it's one that I'm willing to take on.

I guess what I'm saying is that being creative isn't always easy, and sometimes you have to make tough decisions about what kind of content to put out into the world. But for me, it's all worth it in the end - whether it's making people laugh or pushing boundaries and seeing how far I can go. It's a thrill ride, and I wouldn't trade it for anything.

I think that's one thing that's really important when you're creating content - having a good sense of what you want to achieve with your videos. For me, it's not just about making jokes or being funny - it's about connecting with my audience and having conversations that are meaningful and interesting. It's not always easy, but it's worth it in the end.

I do think that I've gotten pretty good at knowing what will fly and what won't when it comes to my content. That takes a lot of experience and intuition, but it's something that I've developed over time. And even though I'm not a professional comedian or writer, I feel like I have a good sense of what kind of humor works and what doesn't.

Of course, there are always going to be people who don't get my jokes or who think they're off-limits. That's okay - it comes with the territory when you're pushing boundaries and trying new things. But for me, it's all about finding a balance between being creative and being considerate of others.

I also want to say that I appreciate my audience - they're what make this all worth it. Without them, I wouldn't be able to do what I love every day. And even though some of them might not always agree with me or my content, I know that they're behind me and supporting me in the end.

In the end, that's what matters most - making people laugh and having fun while doing it. Whether it's pushing boundaries or being considerate of others, it's all about staying true to myself and keeping things authentic and honest. That's the key to success for me, at least.

"WEBVTTKind: captionsLanguage: enjoining me today is a tech consultant and dedicated brand manager who empowers creators to thrive in their passions he and I go way back to when I still had a 9 to-5 job and our height difference was exactly the same as it is now I have immense admiration and respect for his extensive experience in the tech industry his quick wit and unwavering support throughout our long-standing friendship many of you may recognize him from various places on the interwebs including my earlier videos and I'm delighted to sit down and talk with him today please help me welcome Josh all you have to do is look at any of the posts online it's like yeah the top things at CS it's like be like the same five things every time oh there's transparent TVs there's you know the rabbit AI yeah which was one of the things I saw getting reached out before CS like hey come cover our keynote come cover this and it's like you can tell it's a really divisive product sure I don't even know what rabid AI is so what it again my understanding of it and from the Press briefings I got yeah but it's kind of like like a physical AI device okay and and the big argument is like why can't this just be an app on my phone why do I need to carry around another piece of equipment to do that and they have their pitch for why that's valid I didn't really read that much into it cuz AI is already like that's cool that's also scary yeah exactly you know it's like it's like AI can do a lot of stuff but I also feel like it's not to the point where I can trust it you know I couldn't be like yo hey AI order me a pizza have it here at 7:30 I want to be pepperoni it's like I feel like if I did that I still have to go check like did it hear me right is it ordering the right thing did it order from like three states away you know something stupid and it's also hard to not just trust the AI but the company behind the AI before like all these standardizations and protections are in place and you know Congress is sign certain bills where it's just like okay we get a little bit of protection at least whereas like right now it's just wild west who knows what the heck they're doing with that with our just just all that stuff forget about Terminator they forget about like we all just pretend that movie didn't happen now we are the weakest link in the chain and when they become sentient you know it's and the thing is everything's always driven by money there's going to be people that are there that are they're going to want to do the right thing and then there's also going to be people in the chain that are like hey if I can make my bank and get out it's like it'll never go that bad it's like that's how you get to that bad like I'm not conspiracy theorist but I think it's it's that thing where it's progressing at a rate to where maybe the safeguards of the guard rails on it are not progressing at the same rate and you know the the the cliche term of like this is the worst AI is ever going to be like it's only going to get smarter and better and faster right right yeah wor worse depending on how you look at it worse or better yeah yeah it's like I guess like from a technological standpoint this is as dumb as AI is ever going to be it's only going to get smarter faster right exactly much like you thank you yes I appreciate that smaller shorter pantless it's like the opposite of The Da Punk song it's like weaker slower exactly more tired oh I just need to sleep now oh can you uh slip that cord the cable around the uh the little knob that's um Jesus little guy which one this one yeah yeah just around there so it's not tripping should I like tap this a bunch of times for audio ASMR ASMR dead have have fun in editing I'll just keep moving around like this I talk please do that are you even in frame I okay no so freaking to make sure that your head it's just been shooting your mouth the whole time that'd be even worse oh God that'd be bad um we should probably just quickly reference like for viewers who don't know like how you and I know each other yeah why am I here yeah exactly why should they care first of all you shouldn't care well you and I definitely uh you and I met what over like 10 years ago now yeah there's been a lot of that at this CES like hey how long have you known someone oh God do the math so I was at New Egg yeah I was at fractal design and I remember I think the first time I met you in person it was you Paul me I think one other person yeah and we went to like I think a Denny's for lunch and your channel when you started off was I mean it's like it is now crap and and uh I think you're like Hey man can I get some of those cases or something I want to do a video on and I was for yeah and KY peing on the floor in a restaurant he's twitching a little bit over there but um you and paully kind of had like you know your side gig right like you know your channels were work I think like hobbyist level at that point you're working full-time at New Egg right and I remember I think one of the things I saw and one of your first videos was oh my God he did like a focus rack you know you did depth of field pull like that's pretty cool cuz you know you go back in the day and it's like people weren't doing Demetri levels of of of for video it was like very much like just running gun and that type of shot and then so um we started kind of working together on that front then we realized that we're both idiots and we both like have horrible senses of humor and stuff like that so I think we kind of we we jelled over that and then it became like you know how can we get creative and we started working together from there so definitely so then yeah I was we worked together in I think the professional capacity with like content creation for New Egg and promoting fragile design for sure dude I feel like um always very grateful for you because you know as an early Creator it's it's very difficult yeah I shouldn't be blowing smoke up your ass you don't deserve it but it it is very difficult as a young Creator to get Brands to trust you yeah because you're just and rightfully so because you don't really have a lot of Street credit or like reputation that you've built up it's kind of like one of those catch22 things where it's like you need a good a big following in order to get the brand deals but you sort of need the brand deals to help support you and and your journey along the way to grow and uh to buy more resources and things like that so you were I think one of the very first brands that was like that kind of like took a chance on me and Paul and um and we just I think also yeah like our senses of humor really aligned and our I think our vision for how to Market if we are going to make an ad let's let's not let's make it not suck let's let's actually give a damn about it let's try to make it funny at least even if you're not going to buy the product you're going to remember the ad and often times the the the comments on my videos would be more about the advertisement that we did the actual video which like we both like that's that's a huge win um and then we started to do like bigger projects you would have like ideas or we'd bounce ideas off of each other you mainly punishing you in some physical form basically it was basically like um you know uh what's his name um Ricky dvas his friend that he Carl he just like sends him to China and like makes him work in a sweat shop like I was basically you're Carl you're just Ricky dste of be around the world can I put KL in the back of a tank which yeah I mean the tank video was insane like that we did that with with Jay which was a lot of fun jay and I in the back of the tank while you were driving it around trying to just like throw us off oh man and then like when you like so we couldn't hear each other um and you can tell my voice is going but like we couldn't hear each other I have a headset on and there's kind like the safety operator right next to me you guys are up behind the turret of the tank so I mean like there's probably 10 15 ft and 15 Tons of metal between us yeah and we're filming it and we're driving around and it's like okay the thing about the leopard 184 tank we had is that thing can stop like there's some videos online of like that thing barreling down at people and they break camic breaks or something yeah exactly the drift King and uh I remember they're like okay you know Kyle Kyle wants you to do like a power stop like are you sure you know cuz you're really strapped to it and I'm like are you sure prob like oh are you sure you know and it's like yeah so then like okay and I can't tell anything that's going on back there so it's like it's weird it's kind of like the toy like I back up the tank like and then wasn't like full speed but I'm like okay let's get a little speed I remember I stomped on the brakes and like when you're in the tank it's just like oh I see the ground now and yeah when we go back and watch the footage you go flying forward your face bounces off the GoPro literally slaps the GoPro you hear like me hitting the acrylic case of it yeah and then the system when it's done it's like all tweaked like it's rock and it won't sit straight yeah dude like that was fun um we did uh another similar thing where we got together with Austin and uh built a PC on a yacht that was going to be the first one that was going to be like the basically Catalina wine mixer right right yeah and I remember thinking like okay guys you know we're not going to fake it for YouTube but like this is like a $3 million yacht it's pretty Posh like you might kind of have to act up that the the waves are bad did you have to act at all on that one no dude I would that was that was worse than the tank oh yeah that was way worse than the tank because because like the like as you're going at full speed those things can actually hustle and once they start booing like you're just going it feels like someone's just literally like a god-sized being is is like just doing this with the yacht like you're just it's going straight up and down and Austin almost like puked I'm surprised he didn't he made it through but he was getting really nauseous he didn't have theist out don't the wrist trap oh too cool for the wrist trp that's what happens dude yeah um and then uh we actually it was actually getting really problematic because the power supply was just like going into the ceiling of this $3 million y like we need to slow down otherwise we're going to have to this is we're gonna have to pay some money yeah so I'm sitting up kind of up and behind cuz you're kind of down in whatever they call that you know the cabin area and like my whole shtick is you know I'm I'm the and I'm sitting up there drinking like champagne or whatever like come on get this put together and I'm looking through the window and I see like the power supply go up and go bam get the ceiling then the worst thing is I see you guys oh and I'm like oh God oh God yeah dude like okay what's the damage deposit on this thing and I think Austin ended up bleeding right cuz like the power supp I look down there you're sweating and looking like not good yeah and it's like okay we need to slow down and it's like okay we're going slow to where he could actually do some stuff and then like our captain was really chilly he's like this is cool but it's going to take us like six hours to get to Catalina if we go this speed yeah dude do you remember we hit a shark on the way into Catalina oh God I forgot about that yeah cuz like they slow down we're like what's that like oh we about to hit something like we're in the ocean what do we hit he's like I think we hit a shark like okay damn dude I should should have put the the GoPro underwater yeah yeah then we would have got canceled for that yeah exactly but yeah it's like so I mean I think that was the thing like creatively there was a lot of collaboration you know there would be like the app video at New Egg in the bathroom there was like I remember I think I called you like dude I got this idea you know it's like okay you know I'm selling metal boxes at this point like they're great Scandinavian minimalistic design cases but you know how do you make that sexy and then we came out with an app and I'm like well the only thing more boring than computer cases is an app about computer cases and it was like the main thing was just like you could just see like the the rendering that you could like SP around zoom in and I'm like how do I I'm like I got it and then I I kick it to you and you must have been in the lunchroom or the cafeteria whatever with Paul cuz then I see like I think Paul tweet like well you know I hear Josh on the phone with Kyle and Kyle says something about the urinal video I'm I'm kind of concerned know like just based on that term good pretty good Paul yeah it'd be better if my voice was it's like Paul was always so cool too he's like yeah okay I'll try but Paul gets down yeah Paul gets down way more than people realize like like viewers you know what I mean like people who know him like yeah Paul Paul's super down but uh he's just so like stoic well and like Paul's timing like if you want to talk about like comedic timing and everything is just it's always been solid and I think definit there's definitely times where you know I've worked with a number of creators and time to blow smoke up your ass where there's sometimes where not that I'm the scorey of it but like you kind of need to lead the charge and there's other times where it's like you can riff like like we're playing instruments it's like you can start I can come in back out like a jazz band it kind of just like flows yeah and it flows and it's like that's always helpful because nobody has all the perfect ideas but a lot of times it's like what if you do this okay cool oh dude but like what if we had oh dude that'd be awesome okay then we can do this and then the excitement's there cuz you now you just want to create it to create it I mean yeah my job is to do this to help brand awareness and sell products but the creative process becomes so fun because you're like no one else is doing this like this will provide value to the audience because it's going to be entertaining and exactly the sad reality is it's very hard to do that content and I I've had people like how come people don't do pre-rolls and stuff like that anymore it's like it's a lot of work and it's like it's very difficult to come up with something new creative engaging and you know admittedly like I've dealt with Brands where like oh we want to you know run pre-rolls with somebody we want to have a new one every single month it's like until you have to come up with a pre-roll like right when when you know the Creator reaches back out to them like okay hey so what do you want to do for February what product do you want to send what do you want you know the tone to be um and they gets to March and like just rerun February it gets hard to stay on top of that it is it is I mean especially with like just YouTube and social media exploding and there's like so many creators now a lot of great creators but everyone's kind of upping their game and so it's becoming it's gotten increasingly difficult to to come up with fresh original ideas that are still you know getting the message across in just like a really clever and um imaginative way um actually that leads me to the next thing like do you want to kind of give a quick rundown of like what you're doing now I'm being awesome on a daily basis unless you ask my kids thank you for your time not yeah no problem um yeah so basically I guess some timelines cuz people always ask me like now I'm no longer with fragile design uh part of ways I think at the end of 2020 it was kind of a combination of a bunch of different things but part of it is you know like I think personally I think is like they're moving towards their IPO and um like they wanted to have all Senior Management in Sweden which I understand from like you know organizational standpoint and from you know when I started I was always really open with them like you know I'm not going to move out of the country you know family's here Support Network all that stuff and they were always really receptive to that you know I'd worked remote the entire time I was there and it was kind of one of those things like okay you know if that's your Line in the Sand if you need to do that for what you're doing I get that you know that doesn't work for me so you know we parted ways and then like most people I'm like what do I want to do you know what what am I good at cuz I I think anybody like you can identify that stuff in other people easier than you can identify it in yourself sometimes and so you know I did some Consulting you still do a lot of brand Consulting with Brands it's always under NDA I think you know it's just easier that way you know because that way it's like oh who do you work with it can't tell you it's like no I'm not doing anything like with NASA it's like it's all in industry but it's like that way it just kind of shuts down that conversation um so yeah I do quite a bit of Consulting I also oddly enough work with some YouTubers some talented ones and you and and it's like a lot of that was also kind of like you know brand Management in a way you know CU if I'm going to be blunt having been on multiple sides of this industry so if we go back through my entire pedigree you know I started God back in the early 2000s as a system integrator you know and I ran my own Boutique system Building Company and then you moved over to fractal I've done like written reviews for for Publications back in the day you know I've I've worked on the brand side I've worked kind like on the Creator content side when I first got into like you know working at fractal I wanted to do social media but like we didn't have a budget we didn't have anybody so it's like I had to watch YouTube videos on how to use a camera and then I film my own stuff and I'm like oh fixing and post sucks yeah you know it's like so then when I'd start working with you guys like I'd focus on trying to get like the one shot take like if you're coming in to do a CES interview cuz I'm like he you know I I want it to be as easy for you and editing as possible so that you want to work with me again but also be it's like oh if you know that our shoot went smooth and you can get that edited in an hour my video is probably going up before the other guys going yeah exactly comes a Race So So anyway um you know through that lens I feel like I I'm not uniquely positioned but I think it's one of my strengths that like if if you're looking to work with a brand it's like okay Kyle as a former brand guy I understand these are some of my pain points yeah not all but a lot of YouTubers suck at communication I was just going to ask like what what's the one of the biggest challenges working with creators behind the scenes and I I figured communication would be one of them is because I know myself I know other creators won't come up but like we're terrible we're we're pretty terrible yeah and it's it's not all but it it is a not insignificant portion of the ones I've dealt with over years of doing this and if I look at I think and I might be wrong but I think a lot of times obviously the creators focused on the content which makes sense right the thing is what maybe they don't understand or isn't as big of a factor to them is you're working with a brand that maybe either sent you product if it's like launch embargo maybe they're paying you to do something either way they've given you a chunk of whatever and in your mind it might be like oh I need to crank down this video and get it done for next Tuesday on their end they've reached out to you three times for an update haven't heard anything they're going into a Friday meeting and they have to tell their boss CEO whatever like so where's Kyle at like he hasn't responded to my last three emails I've know idea if we're still good for Tuesday or not and you're sitting there thinking like no I'm busting this out I'm going to get it done and kind of the disparity between those two things like this guy's starting to freak out now like when you were talking about earlier like Bran's giving you a chance and this guy's think like I give this guy a chance I'm like is he screwing me yeah exactly did he dip does he not feel his creative voice today and he's taking a mental health day or whatever I'm not trying to downplay that but it's like that's CU When you don't hear anything your mind starts to go to those places exactly exactly so you you got to give them a response before they just invent one the and it's it's usually not going to be good and I think there's there is a disconnect between a lot of creators because a lot of creators have never had like an actual job or at least like a corporate 9 to5 type where you do meetings and like that so it's like they they don't really realize what's like how important it is to just kind of have a a frequent back and forth and that things can change and turn around and explode in a couple days if you don't like take care of something you know if if you don't just like give them a reply like we're good cuz now we're like we need to contingency plan exactly cuz are we going into launch day with nothing yeah for sure I honestly I used to hate like when reps would like text me or like ask for my phone number and I still do with with with many of them but the ones that I've like gotten to know over the years where it's like okay you're cool um It's actually kind of just way nicer for me personally to just like text and be like we're all good you know like because it's just to to like I don't know email app I don't want to open up Gmail or whatever you know I want you the same place where I've got my girlfriend and you know my my family and everybody else where I can just like boom boom boom um Kyle I think you sent that picture of me by accident you want to take that dude I thank God I've never done that thank God I I have sent a text to my mom that was meant for my girlfriend and it was like a long text oh and it was like when we were first started dating it was so cringy was it super flowery it was super cringey it was yeah it was very flowery and I was like the sun rises and sets and my mom was I didn't even realize that I had done it my mom had to reply was like uh I think you meant this for someone else I didn't read it I'm like sure you didn't read it Mom you got that 10 minutes ago you didn't read it but thank God it wasn't anything like worse it was like that being lovey and cringy was the worst yeah it wasn't like the Kyle's lonely I'm worried about you son I don't know if that's legal in the state of California but thank you so much to MSI for making the CES 2024 talks possible so MSI Unleashed some killer Tech at their Booth but one thing that totally stole the show literally towering over everything was the mag Maestro 700 lpz this Beast of a dual chamber chassis supports eatx and Miz project zero motherboards you know the ones with the Sleek cable action going on at the back for that clean look but hold up it gets even cooler the case is a single piece of cnced aluminum meaning zero panel gaps add in that one piece glass panel wrapping around and you've got yourself a stunner ready for some extreme water cooling too 3 360 mm radiators kind of extreme what this unique bad boy the Meg Maestro 700 lpz is hitting stores in the next month or two with an MSRP of$ 379.99 now if that's a bit too rich for your blood check out the mag Pano this one's got a more budget friendly price tag coming in ATX and Micro ATX sizes US market gets four pre-installed fans or you can choose a fanless version for the international crew it's available in black or white and that wraparound glass panel gives you the ultimate wide-angle views the case features solid Cable Management behind the motherboard with plenty of room these cool hinged cable covers to make stubborn side panels a thing of the past with so many project zero Builds on display it's no surprise that MSI is also flaunting their line of clutter-free boards featuring the b650 chipset for amd's ryzen 7000 series and z790 and b760 chipsets for Intel's 12th 13th and 14th gen CPUs back connect designed for effortless cable Vibes robust power delivery and extended m.2 SSD heat sinks they've got it all not to mention 20 GB per second USB Wi-Fi 7 and 2.5 GB L for that extra sauce available now so get them while they're hot hats off to MSI for making the CES 2024 interviews go down scope out their latest Gear with the links in the video description thanks a million to thermaltech for backing my CES 2024 chats now about those fans thermal Tes kicking it up a notch forget the old ones these new tough fanex and SWA fan ex models are on another level why they've got magnets that let you link them up waving goodbye to that cable chaos coming in 120 and 140 mm options these fans only need one cable to power up to three fans at once making PC building a breeze need to clean mod or swap the blades easy peasy plus all the fans include some Lubes so your little propeller doesn't dry out thermal takes not just stopping at fans no they're diving into the racing Sim world with the gr500 cockpit it's got it all adjustable fiberglass bucket seat pedal Mount plate and a sturdy frame that's pre-drilled for all major brands like thrustmaster Logitech and fan attack and hey if you're into that triple monitor setup they've got to stand for it picture this three of thermal takes 32in curved monitors with all the bells and whistles Quad HD resolution 170 HZ refresh rate 1 millisecond response time and Sleek bezels for an immersive edge to edge view want the Deets on all of thermal T's latest tech hit up the link in the description um but yeah you were you were saying though yeah so communication is is a rough one it's communic it's kind of like I think two sides not fully understand each other because they're not in each other's world so much the same as like you know content creators maybe again not all but you know a majority or large amount yeah um might not be the best on communication because they're focused on getting that video out live and die by the video maintain the content schedule that sort of thing yeah um on the brand side I feel like a lot of times they don't like okay if I back this up a second I find a lot of creators I've dealt with when a brand might ask for a certain thing or be like dude what the f like they they want me to do all this and do all that it's like I think a lot of times like brands in general are not content creation houses they don't realize what they're asking is going to be an extra 6 hours of work yeah exactly you know it's like they don't realize that's a reshoot they don't realize that's not just an ADR drop so it goes both ways when I was talking about the disconnect of like you know creators don't understand what it's like to be a business businesses have no idea what it's like to be a single dude or just a small team yeah and they don't they don't realize that they're like hey man could you quick do this like oh could I quick just bone my whole Saturday oh it's a 10minute long video should take you roughly 10 minutes to make right exactly right and it's like I don't think either side of that comes out of malice it's just maybe a lack of understanding it's not what you do every day so I guess when I enter the equation first of all every's like oh Christ Josh is ENT the chat this sucks yeah but I try to streamline both sides of that because it's like I might go to the brand and be like okay I know you're asking for this but like that's an entire re-shoot that's something that should have been brought up when we were nailing down the original there should be a TV show where like a CEO of a tech company and like a YouTuber swap places you know it's like Jensen's like taking selfies and like I'm I'm running Nvidia yeah oh God tell me when you do that so I can look at my stock options but yeah and I think that's the thing where like I'll try to explain and articulate like okay this thing you're asking for is going to be a lot of work and then they might be like well how come this cost so much like okay maybe you don't realize this is going to take this long this is going to take extra effort blah blah blah um but also I think there's times where they want to achieve a certain goal a certain talking point whatever and they may drill it down to the point of like it looks like a list of Demands and it's you know oh must have the the product name and the title and I'll be like okay I see what you're trying to do here but yo this is a monitor so it's an alphabet soup of 85 just random character looks like you put a personalized license plate at the end of the game exactly it's like viewers are going to see that and be like Oh sponsored I'm checking out exactly and it's like this is going to hurt the performance of your video and it's like I I see you're probably trying to get SEO and you think that people are going to be searching for it not to knock you most people can't remember the 17 digigit model name and that's not what they're searching for they're going to be searching for best 27in OLED right right and people aren't really even searching all that much anymore people are just like getting fed whatever the algorithm feeds them YouTube has been like dog lately far like my my main page I'm like what I watched one of those videos s weeks ago stop sending just thinks that you're obsessed with it but I mean you know it's like even though it's the algorithm sucks the in so many ways like if anyone's going to know how to manipulate it or get it to work in its favor it's it's the Creator not the brand you it's the Creator who's been doing it for 5 10 years or whatever that uh has has done all the research has posted a thousand plus videos and know doesn't exactly and and I think that when I again talking to Brands and talking to creators like hey we want to be in one of your good videos okay we'll make sure not to put you in one of the ones we had planned for this month like we just have a toggle switch like this is going to be a video I'll put that in the pile V switch Yeah on their end they're also like dude I'm I'm putting my ass on the line cuz I just gave you either launch product that only a select number of people in the country are getting or I'm putting money behind this comes out of my budget like if you the bed on this video I have to answer for that internally so it's like I get where they're coming from but it's also you don't hire a guy or girl to build a deck for you and then stand behind them like why using that wood why using those Nails how come you didn't cut it here it's like well you hired me to do a job I'm going to try and do it right and you have the vested interest of like you know aside from I want to work with this brand again I want them to be happy and I want them to feel like they got their money's worth or their time's worth it's also like it hurts me if this video does badly if the algorithm sees this video tank that's going to hurt me long term so it's like we're always trying to produce the best possible performing thing because you also want the audience to be happy and see and you know an entertaining video and I think that everybody kind of has their safeguards up you're like oh don't don't be trying to kill my creative voice don't tell me what to say I'm not going to say stuff it's like no no one's trying to get you to do that and then on the brand side it's like oh don't just throw my video away don't just try and crank this out well no we're not trying to do that either and again trying to articulate why it's like okay what's your goal what do you want to do is this awareness is this conversion is whatever it's like we'll come back with a solution that'll get you there it might not look like this line item he sent me but there's reasons why we don't want to do a d and f is because it's not going to have the outcome that you want to have I feel like it's almost like um when you like there's there's like two types of brands that I work with like the ones that have like this perfect plan and they they they've designed it and they're it's like they're baby and they're like I know exactly I have the perfect vision for how I want this to go and like some of some parts of it may work and be okay and other parts I'm like I'll tell you why this isn't going to work why this isn't going to work and then you've got and then hopefully you can work that out with them and they're they're cool that they understand they're a bit flexible um they should be why work with a Creator at all if you're not going to cre fre production company and put it up on your channel exctly and then there's the other type of brand who it's kind of like their first rodeo or they're like they have no idea what they want it's almost like uh when you go when you hire a graphic designer you're like uh just make it pop and like dude yeah that tells me nothing and so like they don't know what they want but they'll know what they don't want if you give it to them you know what I mean like well dude uh you didn't give me anything to work with so I just made what you paid me to do is like just use my own brain you can't have me do a bunch of revisions when you didn't say any of that of what you wanted up front so it's like there's there's challenges with each each each person you work with or each brand you work with um and then there's also like you know the the just the uh the size of the company right working with a really small brand versus a massive one there's pros and cons where where it's going good until oh God the good idea Fair showed up hey it'd be cool if oh stop someone's boss or someone's boss's boss got involved in this major campaign the last minute and like had all these changes need to put their feather in their you almost tell the person coming he's like yeah yeah like like when when a guy like he's like when he's like yes my wife won't let me go on the bachelor party like guys I guess I'm not really feeling it you really oh okay but the wife's got a gun to his head right behind like all right and I think that you know with with that there's also like it can depend on people's moods right cuz to your point there'll be some days where it's like man they gave us zero Direction how am I supposed to know what to do hey Kyle I have three more points what the hell they doing trying to tell me how to do my job like okay Kyle there's got to be somewhere in the middle you know and it's like again a lot of it's take a step back look at it I think a lot of people they see things as like these absolutes and I tend to view it more in Shades of Gray of like I'll take that as a suggestion and then if I have a question I'll ask it because as you know my Mantra I'm always big on managed expectations it's like something seems vague I'm going to call it out I'm going to be like okay what are you hoping to get out of this and it's like oh we want to do this and see 5x in sales that's not likely that's not realistic that's not going to happen off of one ad and on the same thing on the career side like dude I want to make youo dude this really cool thing and I think it'd be great for this brand it's like that brand is goingon to like oh please can we sponsor your vacation you know can we can we pay you to go to Barbados film for 6 days and put our logo up in the corner once towards the end of it it's like again there there's give and take on both sides and the best ones are where it's like we can organically get the point across CU I I assume you're kind of in a difficult spot like can I genuinely like anything anymore or the second I like something people like oh he got paid to do it it's like well a lot of times those two things kind of come out of each other it's like I like this product I used it and they're like hey that's awesome we saw you liked our product we'd like to do something with you because normally a brand is going to want to engage with an influencer key opinion leader Creator whatever they're going to want to integrate with somebody that actually likes their product I mean it it makes more sense it's more organic your reaction to it definitely here's one thing I think that the audience or most people in general don't realize is at least most of the creators I've dealt with turn down more money than they make there's more deals get that get turned down that never see the light a day that's very true I mean true if you go back year and a half two years ago like dude you could have been buying an R8 every other month with crypto money if you wanted to do crypto K you know and it's like you don't do videos on today's video is not sponsored by you know so and so it's like and there's a lot of due diligence on the back and like okay is this a pump and dump is this some yeah came out of left field they've got VC backing and they're they're going through their burn Ray is this going to exist in a year yeah I know like you specifically are very I guess selective about anything that goes in the vi like nutrients supplement stuff like that cuz it's like hey I I don't want to be responsible for my audience's health like that might be someone I don't want to find out in 5 years oh there's some random chemical in there and some forever plastic right exactly you know and so it's like yeah it's easier to talk about a CD key or to talk about a hard drive than it is for this other thing but sometimes these other things have very very big paydays on them exactly and you know you can look in the mirror every day and be like I would never do that at some point someone's going to be like okay 10 million bucks would you go do this it's like okay I would at least think about it longer and that's a decision that each and every person has to make on their own and if you can live with it and you're being open and honest about it and that's the thing like you know FTC disclosures and stuff there's some guys out there playing very fast and loose with that that is very true this is clearly sponsored post but there's just like no no hasht ad there's no disclaimer it's like and to me it's like okay I get that years ago when it's like the second any like lonus would run a dollar shave lonus you shill and it's like I think people understand now it's like these channels can't exist for free AdSense does not really pay that well exactly and it's like most creators are using this money it's not let me go buy my Lambo it's like let me put this back into camera equipment hiring people paying editors all this stuff so I can still bring more content or this sponsor video is paying for the cool video I want to try that I can't get sponsored right you know and I think that now it's like it's expected that you're going to run pre-rolls so it's like why are you trying to kind of hide it like that makes it even more like dude what I think some some of it's like lack of Education cuz you know some people don't know what's going on but it's also like man you're playing fast and loose and the ftc's talking about they want to start making examples of people like now is not the time you digging down that rabbit hole about um you know like they're they're making some changes and stuff and like I guess it's like if if some if some creator doesn't dis disclaim that they are running an ad or something I think you said FTC will first attack the brand that was Associated but then the brand will come after the Creator or the how it work so not legal advice yeah um you know I've done some research into it and cuz because it's something that's not well understood by both creators Brands you know honestly the FTC cuz like they're saying like we're trying to regulate something where it's different on every platform like putting the the paid promotion thing up on YouTube FTC doesn't care that doesn't count you know because they're like there's no conventional way of doing it and like there's been an FTC lawyer that comes out and flat out says like on Tik Tok if you put it in the comment section that doesn't matter nobody reads that the FTC does not see that as you even trying to call it out so the way that if you ask the TC if you it's kind their mentality is going to be like well if you have to ask just call it out you should always call it out and you'll press them on it and they'll kind of keep coming back with like well maybe but if you're in doubt just call it out yeah you know and it's like it even it even Rhymes have a nice little jingle to it and and you know they're kind of laying the groundwork when they're like we have a 50 page FAQ like you can tell they're very much like ignorance at this point is not going to be a defense so my understanding of it again not legal advice is the FTC cannot find you but the FTC will sue you okay so it's like worse yes I mean like they have FTC investigators and generally again this not legal advice but this was you know from a webinar I saw with one of the FTC lawyers was the way they're going to view it is brande comes in and hires Kyle you know probably because they have poor decision making but they decid to hire you anyway low standards like you're kind of deemed as their employee at that point so it's like your influencer failed to meet FTC R you didn't make sure that he crossed his tees and dotted his eyes before that went public so that's why that's also like when Brands get the draft for review before it goes live part of what they should be checking is is this called out and what the FTC is always going to go back to their their terminology is clear and conspicuous basically don't get cute don't try to be like you know instead of saying ad inste of saying sponsored being like my hashy friend Samsung or this video is powered by yeah I mean I if you're trying to like trying to get got the way is start getting cute with and see how that works out you around and find out what the FTC yeah right so it's like they want you to say it verbally and then show it like display it with text on screen right like those two things always be consistent and and they'll be the first ones to say it's like it's hard across multiple platforms but they're like the one thing that they have said is you it needs to be visible on a phone screen so if you can read it on you know your your 40in desktop monitor but on your it's like this tiny little thing like they don't consider that clear and conspicuous sure that makes sense so so that's another thing I think like a lot of creators it's kind of scary now the reality is is the FTC going to come kick down your door because you did something with the brand and art like no I think that's going to be much more like the big big brands that are doing stuff with maybe like celebrities or like the the the influencers creators that get to that level where they're almost more mainstream yeah that makes sense random question for you because I get it from everybody creator opinion leader influencer did any of those offend you is how do you refer to yourself I refer to myself as just like a tech Creator um influencer has such a crappy connotation such a negative connotation I I think it's also maybe just because I live in Los Angeles where it's like influencer City and like I'll go to like a a museum or something if there's like a nice wall backdrop like there's guaranteed some girl or even a guy there just like taking a selfie and it's just like you just see it all the time and like and they'll like they will identify themselves as influencers and like when I see like when that's the environment that I'm around all constantly like I don't identify with that at all hey big shout out to Thermal for hooking it up at CES 2024 so they dropped some seriously cool cases at their booth and guess what they teamed up with Asus to birth the series 330 a midtower beauty that's all about those cable-free vibes with asus's BTF motherboards that put all the connectors and headers on the backside clean look check it supports up to 7 120 mm fans and a 360 radiator at the front oh in the case on display you ask rocking that awesome hydrangia blue to celebrate thermal T's 25th birthday bash black and Snow White versions are hitting shelves on January 10th for $19.99 USD and the hydrangia blue option drops on January 4th same price now let's talk about the CTE e600 MX a real head turner dual chamber mid Tower with edgo Edge glass panels for the ultimate build peep show you can even swap the front panel with an included mesh panel for more air flow how cool is that plus the whole 90° rotated motherboard and a floating like a boss vertical GPU thanks to a handy mounting bracket and pcie 4.0 cable which are both included launching on January 20th in Black Snow White and hydrangia Blue for 179.99 not bad at all for all the cool stuff it brings to the table but wait there's more the tower 300 a Micro ATX Marvel with an octagonal shape it's like Loot Crate spaceship endless nerdy possibilities with tons of modding potential and it's not just for show removable toolless glass panels and a hinged fan bracket make access to components and cables a breeze and if that's not rad already you've got the option to set it up on an angled stand for a one-of-a-kind perspective on your build plus there's a ventilated panel cleverly concealing all the io ports giving it that Ultra Clean aesthetic available for $149.99 in custom colors black and Snow White are out now turquoise and blue on the 14th and green and yellow dropping on February 4th major props to Thermal for making these CES 2024 chats happen check out their latest Gear with the link in the description huge shout out to MSI for hooking it up at CES 2024 and making these interviews possible now brace yourselves for the tech magic MSI just unveiled their Meg 321 urx QD OLED display a 32-in OLED 4k monitor that's got a wild 240 HZ refresh rate and a crazy fast3 millisecond response time and get this it's not just any monitor it's powered by AI right now the a a is all about giving League of Legends players an edge but more games are in the pipeline check this out there's a slick LED bar on the bottom that sinks with the character's health bar keeping crucial info in your peripheral vision while you crush it in battle then there's AI skysight predicting where offscreen enemies might pop up and slapping a Red Skull icon on screen to show you where they're coming from it's like tactical ESP and the best part no bans here because all the AI magic happens on the monitor not your PC so go ahead enjoy that sweet victory you cheating son of a what's really neat is MSI is exploring ways to leverage AI in other games so users can teach their monitors to elevate their gameplay even further but wait there's more MSI dropped a 49in QD OLED 2K display with a mind-blowing 5120 X 1440 resolution hits up to 144 Herz and yep it's packing the same AI superpowers as the other monitor both of them are also rocking OLED care 2.0 for bur in prevention dimming desktop icons and other static stuff on your screen hear that noise no you don't because this monitor is silent this baby is fanless using a graphine film to conduct heat like a champ before exhausting it passively out of its ventilated back panel want to dive deeper into all the MSI awesomeness hit up the link in the video description oh dude um I was going to ask you actually I don't know how much you could speak on this but uh from your time at um practical design when you were working with cases just out of curiosity like how long does it take I've always wondered like how long does it take to make a case from like the moment someone like of an idea for a case to when it's on a retail shelf based on YouTube comments about 7 minutes you know the reality is you know it can vary I would I would say a standard estimate is probably about two years wow because really what you yeah what you've got to do and again I'm not an engineer um you know we had some amazing engineers at fractal that like that's what you don't get like those guys love that stuff and you never see them on camera because they nerd the hell out and they like dude that's under Indi shut up shut up shut up but you know it's like they live and breathe this stuff so it's like my understanding of the process because I've been involved in multiple parts and seeing the delays in multiple Parts it's like you know you're going to design it you have to come with like desigs what do you want to look like what do you want to do you've got to like cat it up and then you're going to go through a series of samples and like you know the first sample might be like this basically cludge together prototype handtooled type of thing right and there's a lot of stuff that CAD works for and there's stuff where it doesn't in the sense that like oh this this motherboard fits in here with 2 millimeters of clearance well maybe like in the real world with a heat sink on or whatever like you have to go in an angle to install it and now at that angle that doesn't clear or that rubs and it's like there's some stuff you find with the physical product and then you know you get to what you call like kind like the golden sample and that's kind of like like with you like the final draft of a video like okay if we sign off on this we're going to production and dude there can be so many different reasons for production delays it can be that there's a problem with the tooling and you know the tooling is most most expensive part for my recollection is where it's like that's basically what makes that that case the the tooling is like if somebody stole that from you they could go make your cases and you know it's negotiations with the Factory and then there's forecasting and then like one of the problems that we and other manufacturers had is like okay we got this all designed the the white on the plastic doesn't match the white on the metal cuz you're painting two different materials or finishes in two different materials damn you know and it's like you've seen like oh you know make white cases and black cases black is black white is oh is it a warm white is it a cool white is it a neutral white and that's why your white GPU might look different than the white case and different than the white cooler sure so I would say in general about 2 years okay and it gets really difficult too like when people like oh make multiple colors it's like okay again back to my my same argument it's like you should make red okay well you're saying Ferrari red they're saying like yeah cherry red it's like whatever comes out is evidently not the version of red that you wanted and then you go to someone like new egg or Amazon you have to forecast and you have to say like okay this is coming in they're going to want to buy some right they're not going be like oh yeah send 55 containers over here because they're going want to get them in see how they perform and then they're going to reorder based on that got so anytime you're going into a scenario like that that buyer is not going to be like yeah send me a case of each color like we have seven versions of this case yeah okay we're going to take 50 of those 50 of those 100 like black take 200 cuz we know those will sell a ton white will take 100 sure and then they're going to see how those sell over the first few weeks I see and then you know say oh no one's wanting the blue yeah they're not going to reorder the blue cuz they're going to get their run rates out and figure exactly I went way too far off track on that no that was actually very interesting I've always kind of wondered about all that stuff yeah that's pretty fascinating yeah um what are like what are like the what's like the average margin like the profit margin on a case like let's say $100 case how much of that is actual profit for a case manufacturer again it depends um Hardware in general is not very profitable yeah like a lot of people like oh dude just you know drop the price on this you know you're probably making XYZ it's like I would say most Hardware is probably going to be like maybe 10% damn really yeah yeah especially if you're going through like if you're going through like a sales partner like again a new egg and Amazon or whatever it's like they have to make profit you can try and sell direct that has its own challenges right because then you have to have order fulfillment and there's a lot of people right now it's like yeah I could buy direct from you but I'm going to add this to my card on Amazon it's easier so it's like yeah generally the hardware industry runs on razor thin margins and that's why you can't just like oh we'll discount it by this much another thing I would get a lot was like why don't you put a Fillin the blank whatever latest you know front panel standard was just ratified like you know Thunderbolt 15.9 the second that gets announced you start getting com hey make that a front panel connector like okay dude well like when USB 3.0 first came out yeah like just like the internal plugs for that would be something like 10 times the cost of standard USB wow yeah know so it's like and then you look at the adoption rate now USB 3.0 and 2.0 not much of a difference USB 3.0 and C those are different form factors so I think we launched a case at the time where we sold the USBC front panel as like an upgrade and we got all like oh you're selling DLC for cases it's like no if you look at it even if you have a USB C device or two how many standard Legacy USB devices do you have a ton more right and it's like if you're looking at the total addressable Market the number of people out there the number of people that need that USBC front panel maybe 5% of the market maybe at at that time yeah at that time yeah and it's like so do we include this cuz if we include it we're going going to have to charge you for it we can't just eat it cuz that's how you go out of business it's like so do we tax everybody for the wants of 5% or do we say hey if you're you know bleeding edge early adopter it's like if you want it that bad pay the extra 10 bucks that way the guys who don't give a crap the girls who don't give a crap aren't subsidizing this for you like they're not getting financially penalized if they get a new phone in the future or whatever they can go buy the additional plug you yeah that makes sense yeah so it's kind of that thing like everything has a cost like the number of bends and cuts have a cost like each step in the assembly line is going to cost you we'll get Stu like why don't you put a cut out here it's like okay well when this thing is being made it's like flat press press form it's like well if we did the cutout first when you go to fold it it's lost structural Integrity it would just crumple well then once you fold it now you can't get in there to cut it because now maybe there's an angle it's like you're not going to take everyone off the assembly line and laser cut a notch in there you have to plan all that stuff into when you're designing the case what's what's like the most costly part of a case is it like the glass panels is it like the the io like the front probably again don't quote me um it's probably going to be like io's going to be up there because I mean RGB like any kind of RGB ined yeah that would add to it basic any of your electrical stuff cuz that's also a cost in the sense that something can go wrong right that they could have like a replacement cost to it exactly metal can be a big cost um there can be times where the factory can change something after you specified it cuz they want to save a little bit money a little bit of money and they know it's like okay well we can maybe get a little bit thinner metal for like mesh or something like that not tell the the brand that we're building it for and we save 5 cents a unit that goes out and that adds up and you know we go back to these razor thin margins and it's like and you don't find out until maybe there's an issue like no we spec this thickness of metal because if it goes below that it might start to bend and warp and maybe this is all hypothetical you don't find out until you start getting rmas from people and you're like that's weird yeah and I get another one that's weird okay why have we had 10 of these you go back and investigate and it's like oh they they did a bomb change was Bill materials and it's so there's all these things you're constantly on the lookout for and that's where I think honestly any brand can screw up any manufacturer can screw up or bad can happen it's how do they respond to it how do they deal with it exactly how do they make it right and that's whether you're going to come back later or not you can scam anybody once but it's like if you stand behind your product it's a whole Trust thing and they're willing to come back hey you treated me right the last time that's really interesting actually do you think like a small company has an easier time developing a case than a larger company just because it's like less Hoops to jump through or like they they can turn it around quicker since there's not as many there's like not a chain of command or do you think like who would have have the advantage I think maybe in the initial stages they'd be quicker but I think when it comes to actual production it' be slower okay cuz you're not going to have the purchasing power of a larger company yeah you're I'm not going to say like in your scenario it's like you might have one engineer or two engineer two product developers okay well if you had five maybe the fifth guy's going to find a problem on that that the other four didn't see or see a different angle or different solution and a lot of this at least in my experience is you you try to regimen it there there's a process flow and like you know you have your smart sheets and your project tracking and it's kind of like there's some handoff it's like okay this is being developed this is being designed and when it gets to a certain stage now we're going to bring in marketing because we think it's going to be done around this time it's probably we're going to Target a launch time of around here sure marketing needs to start doing their stuff getting you know whether that's the you know the reviewers guides and who we're going to reach out to what's our marketing plan for this you know competitive analysis and all that stuff that's already been done before the product was ever designed like hey if we make this we we have to guess it's going to cost us about this much or are we going to be profitable if we go against this who are other competitors in the industry but when you're doing that with like a 2year time frame that's some of that's just magic eightball type of exactly right you know it's not un common like if you saw at CS this year like everyone modular seems to be the theme and it's like it's not so much everybody copies each other but there's going to be some of that it's like more of that is just listening to the audience it's like oh hey people really responded to this okay well that looks like that's a feature we need to have cuz on the flip side if we don't the next time it goes off to Gamers Nexus or whoever they're going to be like I can't believe this brand is still not doing this when everybody else is and if that brand does that it's like oh you're copying everybody else bro what am I supposed to do here exactly at the end of the day the consumer votes with their wallet right and that's what's going to lead product development makes sense what do you hope for with with the future of like PC cases like is there anything that like you think it's just inherently missing or that like one day you hope like a certain feature or certain type of quality will will'll come around for it yes and if any brand would like to know you can email me and invoice you for that I think that what you're going to see more than just straight Innovation because innovation's kind of like a buzzword right I mean it's it's a metal box that holds computer parts and it's like this is has high air flow okay so holes I mean like if we really dumb this down that's what it is that greatly oversimplifying it because there's a lot that goes into like you should see the design that goes into just fans I mean you know the the trip edge of the blade and the cavitation and the pitch and angle and the trade-off for this and that noise normalized performance and things yeah and it's like and then you realize okay this is like a $23 fan yeah you know and a lot of people think it's like oh it's the Halo stuff it's like okay well I mean does Nvidia sell more 490s or more 460s right and it's like the 4090 sells the 4060 just like the Corvette sells the Camaro well not anymore since we're not making the Camaro anymore yeah but um I think a lot of it is it's going to be like what does the audience want and I think that's what a lot of people don't realize is how driven that is it's like you know I we'd always get this about oh RGB unicorn puke blah blah blah it's like the reason we show it rainbow is because in a still photo you can tell that's RGB if if we just showed it with one single color it's like well can we don't make it RGB it is we're just showing it white in this picture you know what I mean it's like true you never know yeah it's like we're we're not doing this to say leave it and rainbow puke all the time right exactly and again you can say it's but it's like there's a reason why everything is RGB is cuz people buy it yeah and you're not really buying it for the rainbow P rainbow puke you're buying it so you can color match everything exactly or at least try to with software yeah definitely and I think that's what you're seeing now it's screens are popping up in fans screens are everywhere dude and it's like on the one side like that's stupid why do I need that it's like you can also have the use case of like okay like the lean Lee is like this one has this temperature Monitor and this one has that and it's like I saw derau did like a really good video on showing the kind like yo here's where this would make sense here's the cool things you can can do with this it's like or you can put cat gifts on it yeah exactly and at the end of the day it doesn't matter cuz it's what what the consumer wants cuz if we really look at this no one needs a 4090 no one needs uh you know 4K OLED blah blah blah this is stuff that we want and it's like and if you want it's just like your car man it's like I don't have to respect the way you did your car I wouldn't choose to do that but that's yours and you made it yours so you know more power to you you're not hurting anybody so I think the modularity is definitely something coming in something that I thought would maybe be around a little bit sooner but there there's production hurdles to that and then there's also forecasting oh if you're going to add a bunch of components for a case go back to the new egg argument hey we need you to stock this new case plus these seven other additional variable parts that come with it and they're like are you kidding broe so yeah and that's a risk for a brand because you're going to make five of those attachments or different panels and then same amount of R&D goes into that same amount of cost and then you're going to find out two months after that that there's one or two of those that just don't sell you know and it's like double down on the other ones so I think it's modularity flexibility it's hard to look at case Trends because you know we've gone into like the oh separate chamber keep the PSU separated then wide open and then magnetic dust magnetic dust filters because everybody hates dust but then open frame cases where that's all it is is dust ex you know so it's kind of it's this moving Target definitely I I have a feeling uh screens are going to be a big thing I mean they already kind of yeah I just feel like like like every major AIO now has like an LCD on it and like even like or like cases just like the like height really really good like the y40 y70 touch yeah she got a huge screen on it um and then like well I think it the key is like proper implementation like that thing looks badass in person and it's well done it doesn't seem like it was just tacked on for sure and you can definitely see the ones where it's like we need to have LCD we have LCD at home type of solution shows up and I think that's like the intelligent implementation of it is is where people are going to knock it out like maybe your screen is not as good but if it's done in a smart way right that makes sense people will take that I have a feeling that all like the you know like all the BTF stuff with all the connectors from behind the motherboard I feel like that's going to open up a lot more possibilities of where you can put a screen in a case yeah because now it's like you just you have all that room to the right of the motherboard tray for just like a massive oh yeah tablet basic yeah it's almost like your spec wall or like your dashboard for monitoring everything and I think that you know a lot of it comes down to standards like I know you know My Buddy Wallace mangar he like they're doing kind of like their version of that and they were doing that way back in the day yeah and it's like it's kind of like laptops right like everyone's trying to make I mean they were trying to do like basically the ATX I think it's called like CBB like oh was it compliant building blocks or something where it's like where they're trying to make modular laptops back in the day cuz the problem is like every laptop oh all the screens are different there's no real common you know parts and stuff I think like framework trying to do that but right exactly that's what makes it difficult cuz like no one wants to make 87 iterations of something you want to make like some sort of common platform that everybody can build off of I mean look at RGB do we have a unified RGB controller there's definitely people that try but it's like you know it's difficult cuz you're getting a bunch of people to agree on something exactly I have a question for you what's up so from back in the day when we used to do like crazy on YouTube is there something that you wish was still around like maybe like you'd want to do but you feel like now like that just wouldn't fly either because you get cancelled or because the audience wouldn't be receptive to it like a part of that era that you miss it's a good question I do think like uh things have changed so much in just like the last 10 years in The Last 5 Years just like mhm you know um there's like woke woke culture you have to be careful about what you say you that guy Lyall right that's where I was going um but you know what I did do I did kind of have Lyle in a video recently not his face but his voice and his words and his words are pretty much that's as bad as it gets it's it's more offensive than his face yes well that's arguable but um and there was no real backlash I was kind of surprised you know everyone was like very happy to see him back and um you know I think but he is a very polarizing character and uh or polarizing guy because he is my actual twin brother yes um I don't know I I feel like I'm pretty I don't know when to say ballsy maybe just stupid that I'll just uh like I if I'm really feeling like that creative need where I'm just like dude I'm scratching a creative itch and it it might be taken the wrong way or someone might get offended by it but I'm doing it not to offend anyone I'm just doing it because it's it's fired it's firing me up it's like this is what's motivating me this is like the type of video that I'm excited about right this allows me to maybe like right some jokes like do some joke writing and and kind of flex my brain that way and um and more often than not people have been very receptive to to things like Lyall and like I don't know some of the more like edgy kind of content or jokes that I'll make and I think you kind of you know those those are your your core subscribers they kind of expect that from you if you're a certain way and I think you just kind of have to own it lean into it but you sort of also have to know where to draw the line there I definitely strike some things from the record before I was like I'm not going to like I'm editing it I'm like I'm cutting that out so I I do definitely censor myself to a degree because like you know I'm not a comedian I'm I'm a YouTuber and this is my livelihood um but uh you know over the years I think I've gotten a pretty good grasp on what will fly and what should not well and personally I I feel like I try to look at the context of what was said like I feel like someone could say something really edgy and out there but if it's clear they're joking with no harm intended and I know that's that's a whole gray area where their harm was intended to me that might be less offensive than someone who said maybe something that was in written text less offensive but had more malice behind it yeah exactly and I know that I was coordinating with you on a on a brand deal one time and this rather large brand was basically came back so um we found a Lyall character on the channel and remember ly it was like we need to make sure that that character is not going to make an appearance and I believe they were kind of trying to mansplain to me about how that could be offensive to people of like an Asian persuasion and I'm like he's Asian and I'm like do you not really know what ethnicity Kyle is and not to say just because you're not offended that nobody would be or no have a right to but it's kind of like okay but but it's also like it's I'm not the intention and the context behind it it's like Lyall is funny because he's so ridiculous I mean it's so over the top it's so absurd yeah it's it's it's it's laughing at The Stereotype yeah the humor is in the overe exaggeration it's satirical you know what I mean it's satire so but people don't get that or if they do get that they still think well it could still be misinterpreted well it's like I can't control how someone interprets do you have family members that have been offended by Lyall no I in fact every like they they all think he's hilarious I've had family friends who are Asian friends who are Asian they're like dude we we appreciate you we appreciate the ly characters like Asian lady one time just actually told me that she's like I really appreciate like what you're doing with Lyle I think it's it's really um he's been a positive impact on like Asian community and stuff I was like what okay cool like that that's awesome why is he always so grumpy why does he always look mad all the I don't know we might have to dig into his origin story at some point An Origin going through therapy ser and the therapist needs a therapist afterwards just jumps out the window halfway through the session doesn't want to pay for it or something like that yeah penny pinching yeah um but yeah D that was a great question um I know we've been running for a while and uh I need to shut up yes well I just don't want your your stomach to uh to eat itself so we should uh should get some lunch yeah yeah definitely sounds cool thank you very much for for coming on here dude I always appreciate um picking your brain and and getting a chance to talk with you definitely yeah I enjoyed it and you know I apologize to the audience for having to look at me and hear my scratchy Voice or whatever you know they they usually watch me so this is probably uh not not too far off from that yeah they they're already aiming at the bottom you when you aim down you're going to hit the floor so thanks man appreciate you thank you brojoining me today is a tech consultant and dedicated brand manager who empowers creators to thrive in their passions he and I go way back to when I still had a 9 to-5 job and our height difference was exactly the same as it is now I have immense admiration and respect for his extensive experience in the tech industry his quick wit and unwavering support throughout our long-standing friendship many of you may recognize him from various places on the interwebs including my earlier videos and I'm delighted to sit down and talk with him today please help me welcome Josh all you have to do is look at any of the posts online it's like yeah the top things at CS it's like be like the same five things every time oh there's transparent TVs there's you know the rabbit AI yeah which was one of the things I saw getting reached out before CS like hey come cover our keynote come cover this and it's like you can tell it's a really divisive product sure I don't even know what rabid AI is so what it again my understanding of it and from the Press briefings I got yeah but it's kind of like like a physical AI device okay and and the big argument is like why can't this just be an app on my phone why do I need to carry around another piece of equipment to do that and they have their pitch for why that's valid I didn't really read that much into it cuz AI is already like that's cool that's also scary yeah exactly you know it's like it's like AI can do a lot of stuff but I also feel like it's not to the point where I can trust it you know I couldn't be like yo hey AI order me a pizza have it here at 7:30 I want to be pepperoni it's like I feel like if I did that I still have to go check like did it hear me right is it ordering the right thing did it order from like three states away you know something stupid and it's also hard to not just trust the AI but the company behind the AI before like all these standardizations and protections are in place and you know Congress is sign certain bills where it's just like okay we get a little bit of protection at least whereas like right now it's just wild west who knows what the heck they're doing with that with our just just all that stuff forget about Terminator they forget about like we all just pretend that movie didn't happen now we are the weakest link in the chain and when they become sentient you know it's and the thing is everything's always driven by money there's going to be people that are there that are they're going to want to do the right thing and then there's also going to be people in the chain that are like hey if I can make my bank and get out it's like it'll never go that bad it's like that's how you get to that bad like I'm not conspiracy theorist but I think it's it's that thing where it's progressing at a rate to where maybe the safeguards of the guard rails on it are not progressing at the same rate and you know the the the cliche term of like this is the worst AI is ever going to be like it's only going to get smarter and better and faster right right yeah wor worse depending on how you look at it worse or better yeah yeah it's like I guess like from a technological standpoint this is as dumb as AI is ever going to be it's only going to get smarter faster right exactly much like you thank you yes I appreciate that smaller shorter pantless it's like the opposite of The Da Punk song it's like weaker slower exactly more tired oh I just need to sleep now oh can you uh slip that cord the cable around the uh the little knob that's um Jesus little guy which one this one yeah yeah just around there so it's not tripping should I like tap this a bunch of times for audio ASMR ASMR dead have have fun in editing I'll just keep moving around like this I talk please do that are you even in frame I okay no so freaking to make sure that your head it's just been shooting your mouth the whole time that'd be even worse oh God that'd be bad um we should probably just quickly reference like for viewers who don't know like how you and I know each other yeah why am I here yeah exactly why should they care first of all you shouldn't care well you and I definitely uh you and I met what over like 10 years ago now yeah there's been a lot of that at this CES like hey how long have you known someone oh God do the math so I was at New Egg yeah I was at fractal design and I remember I think the first time I met you in person it was you Paul me I think one other person yeah and we went to like I think a Denny's for lunch and your channel when you started off was I mean it's like it is now crap and and uh I think you're like Hey man can I get some of those cases or something I want to do a video on and I was for yeah and KY peing on the floor in a restaurant he's twitching a little bit over there but um you and paully kind of had like you know your side gig right like you know your channels were work I think like hobbyist level at that point you're working full-time at New Egg right and I remember I think one of the things I saw and one of your first videos was oh my God he did like a focus rack you know you did depth of field pull like that's pretty cool cuz you know you go back in the day and it's like people weren't doing Demetri levels of of of for video it was like very much like just running gun and that type of shot and then so um we started kind of working together on that front then we realized that we're both idiots and we both like have horrible senses of humor and stuff like that so I think we kind of we we jelled over that and then it became like you know how can we get creative and we started working together from there so definitely so then yeah I was we worked together in I think the professional capacity with like content creation for New Egg and promoting fragile design for sure dude I feel like um always very grateful for you because you know as an early Creator it's it's very difficult yeah I shouldn't be blowing smoke up your ass you don't deserve it but it it is very difficult as a young Creator to get Brands to trust you yeah because you're just and rightfully so because you don't really have a lot of Street credit or like reputation that you've built up it's kind of like one of those catch22 things where it's like you need a good a big following in order to get the brand deals but you sort of need the brand deals to help support you and and your journey along the way to grow and uh to buy more resources and things like that so you were I think one of the very first brands that was like that kind of like took a chance on me and Paul and um and we just I think also yeah like our senses of humor really aligned and our I think our vision for how to Market if we are going to make an ad let's let's not let's make it not suck let's let's actually give a damn about it let's try to make it funny at least even if you're not going to buy the product you're going to remember the ad and often times the the the comments on my videos would be more about the advertisement that we did the actual video which like we both like that's that's a huge win um and then we started to do like bigger projects you would have like ideas or we'd bounce ideas off of each other you mainly punishing you in some physical form basically it was basically like um you know uh what's his name um Ricky dvas his friend that he Carl he just like sends him to China and like makes him work in a sweat shop like I was basically you're Carl you're just Ricky dste of be around the world can I put KL in the back of a tank which yeah I mean the tank video was insane like that we did that with with Jay which was a lot of fun jay and I in the back of the tank while you were driving it around trying to just like throw us off oh man and then like when you like so we couldn't hear each other um and you can tell my voice is going but like we couldn't hear each other I have a headset on and there's kind like the safety operator right next to me you guys are up behind the turret of the tank so I mean like there's probably 10 15 ft and 15 Tons of metal between us yeah and we're filming it and we're driving around and it's like okay the thing about the leopard 184 tank we had is that thing can stop like there's some videos online of like that thing barreling down at people and they break camic breaks or something yeah exactly the drift King and uh I remember they're like okay you know Kyle Kyle wants you to do like a power stop like are you sure you know cuz you're really strapped to it and I'm like are you sure prob like oh are you sure you know and it's like yeah so then like okay and I can't tell anything that's going on back there so it's like it's weird it's kind of like the toy like I back up the tank like and then wasn't like full speed but I'm like okay let's get a little speed I remember I stomped on the brakes and like when you're in the tank it's just like oh I see the ground now and yeah when we go back and watch the footage you go flying forward your face bounces off the GoPro literally slaps the GoPro you hear like me hitting the acrylic case of it yeah and then the system when it's done it's like all tweaked like it's rock and it won't sit straight yeah dude like that was fun um we did uh another similar thing where we got together with Austin and uh built a PC on a yacht that was going to be the first one that was going to be like the basically Catalina wine mixer right right yeah and I remember thinking like okay guys you know we're not going to fake it for YouTube but like this is like a $3 million yacht it's pretty Posh like you might kind of have to act up that the the waves are bad did you have to act at all on that one no dude I would that was that was worse than the tank oh yeah that was way worse than the tank because because like the like as you're going at full speed those things can actually hustle and once they start booing like you're just going it feels like someone's just literally like a god-sized being is is like just doing this with the yacht like you're just it's going straight up and down and Austin almost like puked I'm surprised he didn't he made it through but he was getting really nauseous he didn't have theist out don't the wrist trap oh too cool for the wrist trp that's what happens dude yeah um and then uh we actually it was actually getting really problematic because the power supply was just like going into the ceiling of this $3 million y like we need to slow down otherwise we're going to have to this is we're gonna have to pay some money yeah so I'm sitting up kind of up and behind cuz you're kind of down in whatever they call that you know the cabin area and like my whole shtick is you know I'm I'm the and I'm sitting up there drinking like champagne or whatever like come on get this put together and I'm looking through the window and I see like the power supply go up and go bam get the ceiling then the worst thing is I see you guys oh and I'm like oh God oh God yeah dude like okay what's the damage deposit on this thing and I think Austin ended up bleeding right cuz like the power supp I look down there you're sweating and looking like not good yeah and it's like okay we need to slow down and it's like okay we're going slow to where he could actually do some stuff and then like our captain was really chilly he's like this is cool but it's going to take us like six hours to get to Catalina if we go this speed yeah dude do you remember we hit a shark on the way into Catalina oh God I forgot about that yeah cuz like they slow down we're like what's that like oh we about to hit something like we're in the ocean what do we hit he's like I think we hit a shark like okay damn dude I should should have put the the GoPro underwater yeah yeah then we would have got canceled for that yeah exactly but yeah it's like so I mean I think that was the thing like creatively there was a lot of collaboration you know there would be like the app video at New Egg in the bathroom there was like I remember I think I called you like dude I got this idea you know it's like okay you know I'm selling metal boxes at this point like they're great Scandinavian minimalistic design cases but you know how do you make that sexy and then we came out with an app and I'm like well the only thing more boring than computer cases is an app about computer cases and it was like the main thing was just like you could just see like the the rendering that you could like SP around zoom in and I'm like how do I I'm like I got it and then I I kick it to you and you must have been in the lunchroom or the cafeteria whatever with Paul cuz then I see like I think Paul tweet like well you know I hear Josh on the phone with Kyle and Kyle says something about the urinal video I'm I'm kind of concerned know like just based on that term good pretty good Paul yeah it'd be better if my voice was it's like Paul was always so cool too he's like yeah okay I'll try but Paul gets down yeah Paul gets down way more than people realize like like viewers you know what I mean like people who know him like yeah Paul Paul's super down but uh he's just so like stoic well and like Paul's timing like if you want to talk about like comedic timing and everything is just it's always been solid and I think definit there's definitely times where you know I've worked with a number of creators and time to blow smoke up your ass where there's sometimes where not that I'm the scorey of it but like you kind of need to lead the charge and there's other times where it's like you can riff like like we're playing instruments it's like you can start I can come in back out like a jazz band it kind of just like flows yeah and it flows and it's like that's always helpful because nobody has all the perfect ideas but a lot of times it's like what if you do this okay cool oh dude but like what if we had oh dude that'd be awesome okay then we can do this and then the excitement's there cuz you now you just want to create it to create it I mean yeah my job is to do this to help brand awareness and sell products but the creative process becomes so fun because you're like no one else is doing this like this will provide value to the audience because it's going to be entertaining and exactly the sad reality is it's very hard to do that content and I I've had people like how come people don't do pre-rolls and stuff like that anymore it's like it's a lot of work and it's like it's very difficult to come up with something new creative engaging and you know admittedly like I've dealt with Brands where like oh we want to you know run pre-rolls with somebody we want to have a new one every single month it's like until you have to come up with a pre-roll like right when when you know the Creator reaches back out to them like okay hey so what do you want to do for February what product do you want to send what do you want you know the tone to be um and they gets to March and like just rerun February it gets hard to stay on top of that it is it is I mean especially with like just YouTube and social media exploding and there's like so many creators now a lot of great creators but everyone's kind of upping their game and so it's becoming it's gotten increasingly difficult to to come up with fresh original ideas that are still you know getting the message across in just like a really clever and um imaginative way um actually that leads me to the next thing like do you want to kind of give a quick rundown of like what you're doing now I'm being awesome on a daily basis unless you ask my kids thank you for your time not yeah no problem um yeah so basically I guess some timelines cuz people always ask me like now I'm no longer with fragile design uh part of ways I think at the end of 2020 it was kind of a combination of a bunch of different things but part of it is you know like I think personally I think is like they're moving towards their IPO and um like they wanted to have all Senior Management in Sweden which I understand from like you know organizational standpoint and from you know when I started I was always really open with them like you know I'm not going to move out of the country you know family's here Support Network all that stuff and they were always really receptive to that you know I'd worked remote the entire time I was there and it was kind of one of those things like okay you know if that's your Line in the Sand if you need to do that for what you're doing I get that you know that doesn't work for me so you know we parted ways and then like most people I'm like what do I want to do you know what what am I good at cuz I I think anybody like you can identify that stuff in other people easier than you can identify it in yourself sometimes and so you know I did some Consulting you still do a lot of brand Consulting with Brands it's always under NDA I think you know it's just easier that way you know because that way it's like oh who do you work with it can't tell you it's like no I'm not doing anything like with NASA it's like it's all in industry but it's like that way it just kind of shuts down that conversation um so yeah I do quite a bit of Consulting I also oddly enough work with some YouTubers some talented ones and you and and it's like a lot of that was also kind of like you know brand Management in a way you know CU if I'm going to be blunt having been on multiple sides of this industry so if we go back through my entire pedigree you know I started God back in the early 2000s as a system integrator you know and I ran my own Boutique system Building Company and then you moved over to fractal I've done like written reviews for for Publications back in the day you know I've I've worked on the brand side I've worked kind like on the Creator content side when I first got into like you know working at fractal I wanted to do social media but like we didn't have a budget we didn't have anybody so it's like I had to watch YouTube videos on how to use a camera and then I film my own stuff and I'm like oh fixing and post sucks yeah you know it's like so then when I'd start working with you guys like I'd focus on trying to get like the one shot take like if you're coming in to do a CES interview cuz I'm like he you know I I want it to be as easy for you and editing as possible so that you want to work with me again but also be it's like oh if you know that our shoot went smooth and you can get that edited in an hour my video is probably going up before the other guys going yeah exactly comes a Race So So anyway um you know through that lens I feel like I I'm not uniquely positioned but I think it's one of my strengths that like if if you're looking to work with a brand it's like okay Kyle as a former brand guy I understand these are some of my pain points yeah not all but a lot of YouTubers suck at communication I was just going to ask like what what's the one of the biggest challenges working with creators behind the scenes and I I figured communication would be one of them is because I know myself I know other creators won't come up but like we're terrible we're we're pretty terrible yeah and it's it's not all but it it is a not insignificant portion of the ones I've dealt with over years of doing this and if I look at I think and I might be wrong but I think a lot of times obviously the creators focused on the content which makes sense right the thing is what maybe they don't understand or isn't as big of a factor to them is you're working with a brand that maybe either sent you product if it's like launch embargo maybe they're paying you to do something either way they've given you a chunk of whatever and in your mind it might be like oh I need to crank down this video and get it done for next Tuesday on their end they've reached out to you three times for an update haven't heard anything they're going into a Friday meeting and they have to tell their boss CEO whatever like so where's Kyle at like he hasn't responded to my last three emails I've know idea if we're still good for Tuesday or not and you're sitting there thinking like no I'm busting this out I'm going to get it done and kind of the disparity between those two things like this guy's starting to freak out now like when you were talking about earlier like Bran's giving you a chance and this guy's think like I give this guy a chance I'm like is he screwing me yeah exactly did he dip does he not feel his creative voice today and he's taking a mental health day or whatever I'm not trying to downplay that but it's like that's CU When you don't hear anything your mind starts to go to those places exactly exactly so you you got to give them a response before they just invent one the and it's it's usually not going to be good and I think there's there is a disconnect between a lot of creators because a lot of creators have never had like an actual job or at least like a corporate 9 to5 type where you do meetings and like that so it's like they they don't really realize what's like how important it is to just kind of have a a frequent back and forth and that things can change and turn around and explode in a couple days if you don't like take care of something you know if if you don't just like give them a reply like we're good cuz now we're like we need to contingency plan exactly cuz are we going into launch day with nothing yeah for sure I honestly I used to hate like when reps would like text me or like ask for my phone number and I still do with with with many of them but the ones that I've like gotten to know over the years where it's like okay you're cool um It's actually kind of just way nicer for me personally to just like text and be like we're all good you know like because it's just to to like I don't know email app I don't want to open up Gmail or whatever you know I want you the same place where I've got my girlfriend and you know my my family and everybody else where I can just like boom boom boom um Kyle I think you sent that picture of me by accident you want to take that dude I thank God I've never done that thank God I I have sent a text to my mom that was meant for my girlfriend and it was like a long text oh and it was like when we were first started dating it was so cringy was it super flowery it was super cringey it was yeah it was very flowery and I was like the sun rises and sets and my mom was I didn't even realize that I had done it my mom had to reply was like uh I think you meant this for someone else I didn't read it I'm like sure you didn't read it Mom you got that 10 minutes ago you didn't read it but thank God it wasn't anything like worse it was like that being lovey and cringy was the worst yeah it wasn't like the Kyle's lonely I'm worried about you son I don't know if that's legal in the state of California but thank you so much to MSI for making the CES 2024 talks possible so MSI Unleashed some killer Tech at their Booth but one thing that totally stole the show literally towering over everything was the mag Maestro 700 lpz this Beast of a dual chamber chassis supports eatx and Miz project zero motherboards you know the ones with the Sleek cable action going on at the back for that clean look but hold up it gets even cooler the case is a single piece of cnced aluminum meaning zero panel gaps add in that one piece glass panel wrapping around and you've got yourself a stunner ready for some extreme water cooling too 3 360 mm radiators kind of extreme what this unique bad boy the Meg Maestro 700 lpz is hitting stores in the next month or two with an MSRP of$ 379.99 now if that's a bit too rich for your blood check out the mag Pano this one's got a more budget friendly price tag coming in ATX and Micro ATX sizes US market gets four pre-installed fans or you can choose a fanless version for the international crew it's available in black or white and that wraparound glass panel gives you the ultimate wide-angle views the case features solid Cable Management behind the motherboard with plenty of room these cool hinged cable covers to make stubborn side panels a thing of the past with so many project zero Builds on display it's no surprise that MSI is also flaunting their line of clutter-free boards featuring the b650 chipset for amd's ryzen 7000 series and z790 and b760 chipsets for Intel's 12th 13th and 14th gen CPUs back connect designed for effortless cable Vibes robust power delivery and extended m.2 SSD heat sinks they've got it all not to mention 20 GB per second USB Wi-Fi 7 and 2.5 GB L for that extra sauce available now so get them while they're hot hats off to MSI for making the CES 2024 interviews go down scope out their latest Gear with the links in the video description thanks a million to thermaltech for backing my CES 2024 chats now about those fans thermal Tes kicking it up a notch forget the old ones these new tough fanex and SWA fan ex models are on another level why they've got magnets that let you link them up waving goodbye to that cable chaos coming in 120 and 140 mm options these fans only need one cable to power up to three fans at once making PC building a breeze need to clean mod or swap the blades easy peasy plus all the fans include some Lubes so your little propeller doesn't dry out thermal takes not just stopping at fans no they're diving into the racing Sim world with the gr500 cockpit it's got it all adjustable fiberglass bucket seat pedal Mount plate and a sturdy frame that's pre-drilled for all major brands like thrustmaster Logitech and fan attack and hey if you're into that triple monitor setup they've got to stand for it picture this three of thermal takes 32in curved monitors with all the bells and whistles Quad HD resolution 170 HZ refresh rate 1 millisecond response time and Sleek bezels for an immersive edge to edge view want the Deets on all of thermal T's latest tech hit up the link in the description um but yeah you were you were saying though yeah so communication is is a rough one it's communic it's kind of like I think two sides not fully understand each other because they're not in each other's world so much the same as like you know content creators maybe again not all but you know a majority or large amount yeah um might not be the best on communication because they're focused on getting that video out live and die by the video maintain the content schedule that sort of thing yeah um on the brand side I feel like a lot of times they don't like okay if I back this up a second I find a lot of creators I've dealt with when a brand might ask for a certain thing or be like dude what the f like they they want me to do all this and do all that it's like I think a lot of times like brands in general are not content creation houses they don't realize what they're asking is going to be an extra 6 hours of work yeah exactly you know it's like they don't realize that's a reshoot they don't realize that's not just an ADR drop so it goes both ways when I was talking about the disconnect of like you know creators don't understand what it's like to be a business businesses have no idea what it's like to be a single dude or just a small team yeah and they don't they don't realize that they're like hey man could you quick do this like oh could I quick just bone my whole Saturday oh it's a 10minute long video should take you roughly 10 minutes to make right exactly right and it's like I don't think either side of that comes out of malice it's just maybe a lack of understanding it's not what you do every day so I guess when I enter the equation first of all every's like oh Christ Josh is ENT the chat this sucks yeah but I try to streamline both sides of that because it's like I might go to the brand and be like okay I know you're asking for this but like that's an entire re-shoot that's something that should have been brought up when we were nailing down the original there should be a TV show where like a CEO of a tech company and like a YouTuber swap places you know it's like Jensen's like taking selfies and like I'm I'm running Nvidia yeah oh God tell me when you do that so I can look at my stock options but yeah and I think that's the thing where like I'll try to explain and articulate like okay this thing you're asking for is going to be a lot of work and then they might be like well how come this cost so much like okay maybe you don't realize this is going to take this long this is going to take extra effort blah blah blah um but also I think there's times where they want to achieve a certain goal a certain talking point whatever and they may drill it down to the point of like it looks like a list of Demands and it's you know oh must have the the product name and the title and I'll be like okay I see what you're trying to do here but yo this is a monitor so it's an alphabet soup of 85 just random character looks like you put a personalized license plate at the end of the game exactly it's like viewers are going to see that and be like Oh sponsored I'm checking out exactly and it's like this is going to hurt the performance of your video and it's like I I see you're probably trying to get SEO and you think that people are going to be searching for it not to knock you most people can't remember the 17 digigit model name and that's not what they're searching for they're going to be searching for best 27in OLED right right and people aren't really even searching all that much anymore people are just like getting fed whatever the algorithm feeds them YouTube has been like dog lately far like my my main page I'm like what I watched one of those videos s weeks ago stop sending just thinks that you're obsessed with it but I mean you know it's like even though it's the algorithm sucks the in so many ways like if anyone's going to know how to manipulate it or get it to work in its favor it's it's the Creator not the brand you it's the Creator who's been doing it for 5 10 years or whatever that uh has has done all the research has posted a thousand plus videos and know doesn't exactly and and I think that when I again talking to Brands and talking to creators like hey we want to be in one of your good videos okay we'll make sure not to put you in one of the ones we had planned for this month like we just have a toggle switch like this is going to be a video I'll put that in the pile V switch Yeah on their end they're also like dude I'm I'm putting my ass on the line cuz I just gave you either launch product that only a select number of people in the country are getting or I'm putting money behind this comes out of my budget like if you the bed on this video I have to answer for that internally so it's like I get where they're coming from but it's also you don't hire a guy or girl to build a deck for you and then stand behind them like why using that wood why using those Nails how come you didn't cut it here it's like well you hired me to do a job I'm going to try and do it right and you have the vested interest of like you know aside from I want to work with this brand again I want them to be happy and I want them to feel like they got their money's worth or their time's worth it's also like it hurts me if this video does badly if the algorithm sees this video tank that's going to hurt me long term so it's like we're always trying to produce the best possible performing thing because you also want the audience to be happy and see and you know an entertaining video and I think that everybody kind of has their safeguards up you're like oh don't don't be trying to kill my creative voice don't tell me what to say I'm not going to say stuff it's like no no one's trying to get you to do that and then on the brand side it's like oh don't just throw my video away don't just try and crank this out well no we're not trying to do that either and again trying to articulate why it's like okay what's your goal what do you want to do is this awareness is this conversion is whatever it's like we'll come back with a solution that'll get you there it might not look like this line item he sent me but there's reasons why we don't want to do a d and f is because it's not going to have the outcome that you want to have I feel like it's almost like um when you like there's there's like two types of brands that I work with like the ones that have like this perfect plan and they they they've designed it and they're it's like they're baby and they're like I know exactly I have the perfect vision for how I want this to go and like some of some parts of it may work and be okay and other parts I'm like I'll tell you why this isn't going to work why this isn't going to work and then you've got and then hopefully you can work that out with them and they're they're cool that they understand they're a bit flexible um they should be why work with a Creator at all if you're not going to cre fre production company and put it up on your channel exctly and then there's the other type of brand who it's kind of like their first rodeo or they're like they have no idea what they want it's almost like uh when you go when you hire a graphic designer you're like uh just make it pop and like dude yeah that tells me nothing and so like they don't know what they want but they'll know what they don't want if you give it to them you know what I mean like well dude uh you didn't give me anything to work with so I just made what you paid me to do is like just use my own brain you can't have me do a bunch of revisions when you didn't say any of that of what you wanted up front so it's like there's there's challenges with each each each person you work with or each brand you work with um and then there's also like you know the the just the uh the size of the company right working with a really small brand versus a massive one there's pros and cons where where it's going good until oh God the good idea Fair showed up hey it'd be cool if oh stop someone's boss or someone's boss's boss got involved in this major campaign the last minute and like had all these changes need to put their feather in their you almost tell the person coming he's like yeah yeah like like when when a guy like he's like when he's like yes my wife won't let me go on the bachelor party like guys I guess I'm not really feeling it you really oh okay but the wife's got a gun to his head right behind like all right and I think that you know with with that there's also like it can depend on people's moods right cuz to your point there'll be some days where it's like man they gave us zero Direction how am I supposed to know what to do hey Kyle I have three more points what the hell they doing trying to tell me how to do my job like okay Kyle there's got to be somewhere in the middle you know and it's like again a lot of it's take a step back look at it I think a lot of people they see things as like these absolutes and I tend to view it more in Shades of Gray of like I'll take that as a suggestion and then if I have a question I'll ask it because as you know my Mantra I'm always big on managed expectations it's like something seems vague I'm going to call it out I'm going to be like okay what are you hoping to get out of this and it's like oh we want to do this and see 5x in sales that's not likely that's not realistic that's not going to happen off of one ad and on the same thing on the career side like dude I want to make youo dude this really cool thing and I think it'd be great for this brand it's like that brand is goingon to like oh please can we sponsor your vacation you know can we can we pay you to go to Barbados film for 6 days and put our logo up in the corner once towards the end of it it's like again there there's give and take on both sides and the best ones are where it's like we can organically get the point across CU I I assume you're kind of in a difficult spot like can I genuinely like anything anymore or the second I like something people like oh he got paid to do it it's like well a lot of times those two things kind of come out of each other it's like I like this product I used it and they're like hey that's awesome we saw you liked our product we'd like to do something with you because normally a brand is going to want to engage with an influencer key opinion leader Creator whatever they're going to want to integrate with somebody that actually likes their product I mean it it makes more sense it's more organic your reaction to it definitely here's one thing I think that the audience or most people in general don't realize is at least most of the creators I've dealt with turn down more money than they make there's more deals get that get turned down that never see the light a day that's very true I mean true if you go back year and a half two years ago like dude you could have been buying an R8 every other month with crypto money if you wanted to do crypto K you know and it's like you don't do videos on today's video is not sponsored by you know so and so it's like and there's a lot of due diligence on the back and like okay is this a pump and dump is this some yeah came out of left field they've got VC backing and they're they're going through their burn Ray is this going to exist in a year yeah I know like you specifically are very I guess selective about anything that goes in the vi like nutrients supplement stuff like that cuz it's like hey I I don't want to be responsible for my audience's health like that might be someone I don't want to find out in 5 years oh there's some random chemical in there and some forever plastic right exactly you know and so it's like yeah it's easier to talk about a CD key or to talk about a hard drive than it is for this other thing but sometimes these other things have very very big paydays on them exactly and you know you can look in the mirror every day and be like I would never do that at some point someone's going to be like okay 10 million bucks would you go do this it's like okay I would at least think about it longer and that's a decision that each and every person has to make on their own and if you can live with it and you're being open and honest about it and that's the thing like you know FTC disclosures and stuff there's some guys out there playing very fast and loose with that that is very true this is clearly sponsored post but there's just like no no hasht ad there's no disclaimer it's like and to me it's like okay I get that years ago when it's like the second any like lonus would run a dollar shave lonus you shill and it's like I think people understand now it's like these channels can't exist for free AdSense does not really pay that well exactly and it's like most creators are using this money it's not let me go buy my Lambo it's like let me put this back into camera equipment hiring people paying editors all this stuff so I can still bring more content or this sponsor video is paying for the cool video I want to try that I can't get sponsored right you know and I think that now it's like it's expected that you're going to run pre-rolls so it's like why are you trying to kind of hide it like that makes it even more like dude what I think some some of it's like lack of Education cuz you know some people don't know what's going on but it's also like man you're playing fast and loose and the ftc's talking about they want to start making examples of people like now is not the time you digging down that rabbit hole about um you know like they're they're making some changes and stuff and like I guess it's like if if some if some creator doesn't dis disclaim that they are running an ad or something I think you said FTC will first attack the brand that was Associated but then the brand will come after the Creator or the how it work so not legal advice yeah um you know I've done some research into it and cuz because it's something that's not well understood by both creators Brands you know honestly the FTC cuz like they're saying like we're trying to regulate something where it's different on every platform like putting the the paid promotion thing up on YouTube FTC doesn't care that doesn't count you know because they're like there's no conventional way of doing it and like there's been an FTC lawyer that comes out and flat out says like on Tik Tok if you put it in the comment section that doesn't matter nobody reads that the FTC does not see that as you even trying to call it out so the way that if you ask the TC if you it's kind their mentality is going to be like well if you have to ask just call it out you should always call it out and you'll press them on it and they'll kind of keep coming back with like well maybe but if you're in doubt just call it out yeah you know and it's like it even it even Rhymes have a nice little jingle to it and and you know they're kind of laying the groundwork when they're like we have a 50 page FAQ like you can tell they're very much like ignorance at this point is not going to be a defense so my understanding of it again not legal advice is the FTC cannot find you but the FTC will sue you okay so it's like worse yes I mean like they have FTC investigators and generally again this not legal advice but this was you know from a webinar I saw with one of the FTC lawyers was the way they're going to view it is brande comes in and hires Kyle you know probably because they have poor decision making but they decid to hire you anyway low standards like you're kind of deemed as their employee at that point so it's like your influencer failed to meet FTC R you didn't make sure that he crossed his tees and dotted his eyes before that went public so that's why that's also like when Brands get the draft for review before it goes live part of what they should be checking is is this called out and what the FTC is always going to go back to their their terminology is clear and conspicuous basically don't get cute don't try to be like you know instead of saying ad inste of saying sponsored being like my hashy friend Samsung or this video is powered by yeah I mean I if you're trying to like trying to get got the way is start getting cute with and see how that works out you around and find out what the FTC yeah right so it's like they want you to say it verbally and then show it like display it with text on screen right like those two things always be consistent and and they'll be the first ones to say it's like it's hard across multiple platforms but they're like the one thing that they have said is you it needs to be visible on a phone screen so if you can read it on you know your your 40in desktop monitor but on your it's like this tiny little thing like they don't consider that clear and conspicuous sure that makes sense so so that's another thing I think like a lot of creators it's kind of scary now the reality is is the FTC going to come kick down your door because you did something with the brand and art like no I think that's going to be much more like the big big brands that are doing stuff with maybe like celebrities or like the the the influencers creators that get to that level where they're almost more mainstream yeah that makes sense random question for you because I get it from everybody creator opinion leader influencer did any of those offend you is how do you refer to yourself I refer to myself as just like a tech Creator um influencer has such a crappy connotation such a negative connotation I I think it's also maybe just because I live in Los Angeles where it's like influencer City and like I'll go to like a a museum or something if there's like a nice wall backdrop like there's guaranteed some girl or even a guy there just like taking a selfie and it's just like you just see it all the time and like and they'll like they will identify themselves as influencers and like when I see like when that's the environment that I'm around all constantly like I don't identify with that at all hey big shout out to Thermal for hooking it up at CES 2024 so they dropped some seriously cool cases at their booth and guess what they teamed up with Asus to birth the series 330 a midtower beauty that's all about those cable-free vibes with asus's BTF motherboards that put all the connectors and headers on the backside clean look check it supports up to 7 120 mm fans and a 360 radiator at the front oh in the case on display you ask rocking that awesome hydrangia blue to celebrate thermal T's 25th birthday bash black and Snow White versions are hitting shelves on January 10th for $19.99 USD and the hydrangia blue option drops on January 4th same price now let's talk about the CTE e600 MX a real head turner dual chamber mid Tower with edgo Edge glass panels for the ultimate build peep show you can even swap the front panel with an included mesh panel for more air flow how cool is that plus the whole 90° rotated motherboard and a floating like a boss vertical GPU thanks to a handy mounting bracket and pcie 4.0 cable which are both included launching on January 20th in Black Snow White and hydrangia Blue for 179.99 not bad at all for all the cool stuff it brings to the table but wait there's more the tower 300 a Micro ATX Marvel with an octagonal shape it's like Loot Crate spaceship endless nerdy possibilities with tons of modding potential and it's not just for show removable toolless glass panels and a hinged fan bracket make access to components and cables a breeze and if that's not rad already you've got the option to set it up on an angled stand for a one-of-a-kind perspective on your build plus there's a ventilated panel cleverly concealing all the io ports giving it that Ultra Clean aesthetic available for $149.99 in custom colors black and Snow White are out now turquoise and blue on the 14th and green and yellow dropping on February 4th major props to Thermal for making these CES 2024 chats happen check out their latest Gear with the link in the description huge shout out to MSI for hooking it up at CES 2024 and making these interviews possible now brace yourselves for the tech magic MSI just unveiled their Meg 321 urx QD OLED display a 32-in OLED 4k monitor that's got a wild 240 HZ refresh rate and a crazy fast3 millisecond response time and get this it's not just any monitor it's powered by AI right now the a a is all about giving League of Legends players an edge but more games are in the pipeline check this out there's a slick LED bar on the bottom that sinks with the character's health bar keeping crucial info in your peripheral vision while you crush it in battle then there's AI skysight predicting where offscreen enemies might pop up and slapping a Red Skull icon on screen to show you where they're coming from it's like tactical ESP and the best part no bans here because all the AI magic happens on the monitor not your PC so go ahead enjoy that sweet victory you cheating son of a what's really neat is MSI is exploring ways to leverage AI in other games so users can teach their monitors to elevate their gameplay even further but wait there's more MSI dropped a 49in QD OLED 2K display with a mind-blowing 5120 X 1440 resolution hits up to 144 Herz and yep it's packing the same AI superpowers as the other monitor both of them are also rocking OLED care 2.0 for bur in prevention dimming desktop icons and other static stuff on your screen hear that noise no you don't because this monitor is silent this baby is fanless using a graphine film to conduct heat like a champ before exhausting it passively out of its ventilated back panel want to dive deeper into all the MSI awesomeness hit up the link in the video description oh dude um I was going to ask you actually I don't know how much you could speak on this but uh from your time at um practical design when you were working with cases just out of curiosity like how long does it take I've always wondered like how long does it take to make a case from like the moment someone like of an idea for a case to when it's on a retail shelf based on YouTube comments about 7 minutes you know the reality is you know it can vary I would I would say a standard estimate is probably about two years wow because really what you yeah what you've got to do and again I'm not an engineer um you know we had some amazing engineers at fractal that like that's what you don't get like those guys love that stuff and you never see them on camera because they nerd the hell out and they like dude that's under Indi shut up shut up shut up but you know it's like they live and breathe this stuff so it's like my understanding of the process because I've been involved in multiple parts and seeing the delays in multiple Parts it's like you know you're going to design it you have to come with like desigs what do you want to look like what do you want to do you've got to like cat it up and then you're going to go through a series of samples and like you know the first sample might be like this basically cludge together prototype handtooled type of thing right and there's a lot of stuff that CAD works for and there's stuff where it doesn't in the sense that like oh this this motherboard fits in here with 2 millimeters of clearance well maybe like in the real world with a heat sink on or whatever like you have to go in an angle to install it and now at that angle that doesn't clear or that rubs and it's like there's some stuff you find with the physical product and then you know you get to what you call like kind like the golden sample and that's kind of like like with you like the final draft of a video like okay if we sign off on this we're going to production and dude there can be so many different reasons for production delays it can be that there's a problem with the tooling and you know the tooling is most most expensive part for my recollection is where it's like that's basically what makes that that case the the tooling is like if somebody stole that from you they could go make your cases and you know it's negotiations with the Factory and then there's forecasting and then like one of the problems that we and other manufacturers had is like okay we got this all designed the the white on the plastic doesn't match the white on the metal cuz you're painting two different materials or finishes in two different materials damn you know and it's like you've seen like oh you know make white cases and black cases black is black white is oh is it a warm white is it a cool white is it a neutral white and that's why your white GPU might look different than the white case and different than the white cooler sure so I would say in general about 2 years okay and it gets really difficult too like when people like oh make multiple colors it's like okay again back to my my same argument it's like you should make red okay well you're saying Ferrari red they're saying like yeah cherry red it's like whatever comes out is evidently not the version of red that you wanted and then you go to someone like new egg or Amazon you have to forecast and you have to say like okay this is coming in they're going to want to buy some right they're not going be like oh yeah send 55 containers over here because they're going want to get them in see how they perform and then they're going to reorder based on that got so anytime you're going into a scenario like that that buyer is not going to be like yeah send me a case of each color like we have seven versions of this case yeah okay we're going to take 50 of those 50 of those 100 like black take 200 cuz we know those will sell a ton white will take 100 sure and then they're going to see how those sell over the first few weeks I see and then you know say oh no one's wanting the blue yeah they're not going to reorder the blue cuz they're going to get their run rates out and figure exactly I went way too far off track on that no that was actually very interesting I've always kind of wondered about all that stuff yeah that's pretty fascinating yeah um what are like what are like the what's like the average margin like the profit margin on a case like let's say $100 case how much of that is actual profit for a case manufacturer again it depends um Hardware in general is not very profitable yeah like a lot of people like oh dude just you know drop the price on this you know you're probably making XYZ it's like I would say most Hardware is probably going to be like maybe 10% damn really yeah yeah especially if you're going through like if you're going through like a sales partner like again a new egg and Amazon or whatever it's like they have to make profit you can try and sell direct that has its own challenges right because then you have to have order fulfillment and there's a lot of people right now it's like yeah I could buy direct from you but I'm going to add this to my card on Amazon it's easier so it's like yeah generally the hardware industry runs on razor thin margins and that's why you can't just like oh we'll discount it by this much another thing I would get a lot was like why don't you put a Fillin the blank whatever latest you know front panel standard was just ratified like you know Thunderbolt 15.9 the second that gets announced you start getting com hey make that a front panel connector like okay dude well like when USB 3.0 first came out yeah like just like the internal plugs for that would be something like 10 times the cost of standard USB wow yeah know so it's like and then you look at the adoption rate now USB 3.0 and 2.0 not much of a difference USB 3.0 and C those are different form factors so I think we launched a case at the time where we sold the USBC front panel as like an upgrade and we got all like oh you're selling DLC for cases it's like no if you look at it even if you have a USB C device or two how many standard Legacy USB devices do you have a ton more right and it's like if you're looking at the total addressable Market the number of people out there the number of people that need that USBC front panel maybe 5% of the market maybe at at that time yeah at that time yeah and it's like so do we include this cuz if we include it we're going going to have to charge you for it we can't just eat it cuz that's how you go out of business it's like so do we tax everybody for the wants of 5% or do we say hey if you're you know bleeding edge early adopter it's like if you want it that bad pay the extra 10 bucks that way the guys who don't give a crap the girls who don't give a crap aren't subsidizing this for you like they're not getting financially penalized if they get a new phone in the future or whatever they can go buy the additional plug you yeah that makes sense yeah so it's kind of that thing like everything has a cost like the number of bends and cuts have a cost like each step in the assembly line is going to cost you we'll get Stu like why don't you put a cut out here it's like okay well when this thing is being made it's like flat press press form it's like well if we did the cutout first when you go to fold it it's lost structural Integrity it would just crumple well then once you fold it now you can't get in there to cut it because now maybe there's an angle it's like you're not going to take everyone off the assembly line and laser cut a notch in there you have to plan all that stuff into when you're designing the case what's what's like the most costly part of a case is it like the glass panels is it like the the io like the front probably again don't quote me um it's probably going to be like io's going to be up there because I mean RGB like any kind of RGB ined yeah that would add to it basic any of your electrical stuff cuz that's also a cost in the sense that something can go wrong right that they could have like a replacement cost to it exactly metal can be a big cost um there can be times where the factory can change something after you specified it cuz they want to save a little bit money a little bit of money and they know it's like okay well we can maybe get a little bit thinner metal for like mesh or something like that not tell the the brand that we're building it for and we save 5 cents a unit that goes out and that adds up and you know we go back to these razor thin margins and it's like and you don't find out until maybe there's an issue like no we spec this thickness of metal because if it goes below that it might start to bend and warp and maybe this is all hypothetical you don't find out until you start getting rmas from people and you're like that's weird yeah and I get another one that's weird okay why have we had 10 of these you go back and investigate and it's like oh they they did a bomb change was Bill materials and it's so there's all these things you're constantly on the lookout for and that's where I think honestly any brand can screw up any manufacturer can screw up or bad can happen it's how do they respond to it how do they deal with it exactly how do they make it right and that's whether you're going to come back later or not you can scam anybody once but it's like if you stand behind your product it's a whole Trust thing and they're willing to come back hey you treated me right the last time that's really interesting actually do you think like a small company has an easier time developing a case than a larger company just because it's like less Hoops to jump through or like they they can turn it around quicker since there's not as many there's like not a chain of command or do you think like who would have have the advantage I think maybe in the initial stages they'd be quicker but I think when it comes to actual production it' be slower okay cuz you're not going to have the purchasing power of a larger company yeah you're I'm not going to say like in your scenario it's like you might have one engineer or two engineer two product developers okay well if you had five maybe the fifth guy's going to find a problem on that that the other four didn't see or see a different angle or different solution and a lot of this at least in my experience is you you try to regimen it there there's a process flow and like you know you have your smart sheets and your project tracking and it's kind of like there's some handoff it's like okay this is being developed this is being designed and when it gets to a certain stage now we're going to bring in marketing because we think it's going to be done around this time it's probably we're going to Target a launch time of around here sure marketing needs to start doing their stuff getting you know whether that's the you know the reviewers guides and who we're going to reach out to what's our marketing plan for this you know competitive analysis and all that stuff that's already been done before the product was ever designed like hey if we make this we we have to guess it's going to cost us about this much or are we going to be profitable if we go against this who are other competitors in the industry but when you're doing that with like a 2year time frame that's some of that's just magic eightball type of exactly right you know it's not un common like if you saw at CS this year like everyone modular seems to be the theme and it's like it's not so much everybody copies each other but there's going to be some of that it's like more of that is just listening to the audience it's like oh hey people really responded to this okay well that looks like that's a feature we need to have cuz on the flip side if we don't the next time it goes off to Gamers Nexus or whoever they're going to be like I can't believe this brand is still not doing this when everybody else is and if that brand does that it's like oh you're copying everybody else bro what am I supposed to do here exactly at the end of the day the consumer votes with their wallet right and that's what's going to lead product development makes sense what do you hope for with with the future of like PC cases like is there anything that like you think it's just inherently missing or that like one day you hope like a certain feature or certain type of quality will will'll come around for it yes and if any brand would like to know you can email me and invoice you for that I think that what you're going to see more than just straight Innovation because innovation's kind of like a buzzword right I mean it's it's a metal box that holds computer parts and it's like this is has high air flow okay so holes I mean like if we really dumb this down that's what it is that greatly oversimplifying it because there's a lot that goes into like you should see the design that goes into just fans I mean you know the the trip edge of the blade and the cavitation and the pitch and angle and the trade-off for this and that noise normalized performance and things yeah and it's like and then you realize okay this is like a $23 fan yeah you know and a lot of people think it's like oh it's the Halo stuff it's like okay well I mean does Nvidia sell more 490s or more 460s right and it's like the 4090 sells the 4060 just like the Corvette sells the Camaro well not anymore since we're not making the Camaro anymore yeah but um I think a lot of it is it's going to be like what does the audience want and I think that's what a lot of people don't realize is how driven that is it's like you know I we'd always get this about oh RGB unicorn puke blah blah blah it's like the reason we show it rainbow is because in a still photo you can tell that's RGB if if we just showed it with one single color it's like well can we don't make it RGB it is we're just showing it white in this picture you know what I mean it's like true you never know yeah it's like we're we're not doing this to say leave it and rainbow puke all the time right exactly and again you can say it's but it's like there's a reason why everything is RGB is cuz people buy it yeah and you're not really buying it for the rainbow P rainbow puke you're buying it so you can color match everything exactly or at least try to with software yeah definitely and I think that's what you're seeing now it's screens are popping up in fans screens are everywhere dude and it's like on the one side like that's stupid why do I need that it's like you can also have the use case of like okay like the lean Lee is like this one has this temperature Monitor and this one has that and it's like I saw derau did like a really good video on showing the kind like yo here's where this would make sense here's the cool things you can can do with this it's like or you can put cat gifts on it yeah exactly and at the end of the day it doesn't matter cuz it's what what the consumer wants cuz if we really look at this no one needs a 4090 no one needs uh you know 4K OLED blah blah blah this is stuff that we want and it's like and if you want it's just like your car man it's like I don't have to respect the way you did your car I wouldn't choose to do that but that's yours and you made it yours so you know more power to you you're not hurting anybody so I think the modularity is definitely something coming in something that I thought would maybe be around a little bit sooner but there there's production hurdles to that and then there's also forecasting oh if you're going to add a bunch of components for a case go back to the new egg argument hey we need you to stock this new case plus these seven other additional variable parts that come with it and they're like are you kidding broe so yeah and that's a risk for a brand because you're going to make five of those attachments or different panels and then same amount of R&D goes into that same amount of cost and then you're going to find out two months after that that there's one or two of those that just don't sell you know and it's like double down on the other ones so I think it's modularity flexibility it's hard to look at case Trends because you know we've gone into like the oh separate chamber keep the PSU separated then wide open and then magnetic dust magnetic dust filters because everybody hates dust but then open frame cases where that's all it is is dust ex you know so it's kind of it's this moving Target definitely I I have a feeling uh screens are going to be a big thing I mean they already kind of yeah I just feel like like like every major AIO now has like an LCD on it and like even like or like cases just like the like height really really good like the y40 y70 touch yeah she got a huge screen on it um and then like well I think it the key is like proper implementation like that thing looks badass in person and it's well done it doesn't seem like it was just tacked on for sure and you can definitely see the ones where it's like we need to have LCD we have LCD at home type of solution shows up and I think that's like the intelligent implementation of it is is where people are going to knock it out like maybe your screen is not as good but if it's done in a smart way right that makes sense people will take that I have a feeling that all like the you know like all the BTF stuff with all the connectors from behind the motherboard I feel like that's going to open up a lot more possibilities of where you can put a screen in a case yeah because now it's like you just you have all that room to the right of the motherboard tray for just like a massive oh yeah tablet basic yeah it's almost like your spec wall or like your dashboard for monitoring everything and I think that you know a lot of it comes down to standards like I know you know My Buddy Wallace mangar he like they're doing kind of like their version of that and they were doing that way back in the day yeah and it's like it's kind of like laptops right like everyone's trying to make I mean they were trying to do like basically the ATX I think it's called like CBB like oh was it compliant building blocks or something where it's like where they're trying to make modular laptops back in the day cuz the problem is like every laptop oh all the screens are different there's no real common you know parts and stuff I think like framework trying to do that but right exactly that's what makes it difficult cuz like no one wants to make 87 iterations of something you want to make like some sort of common platform that everybody can build off of I mean look at RGB do we have a unified RGB controller there's definitely people that try but it's like you know it's difficult cuz you're getting a bunch of people to agree on something exactly I have a question for you what's up so from back in the day when we used to do like crazy on YouTube is there something that you wish was still around like maybe like you'd want to do but you feel like now like that just wouldn't fly either because you get cancelled or because the audience wouldn't be receptive to it like a part of that era that you miss it's a good question I do think like uh things have changed so much in just like the last 10 years in The Last 5 Years just like mhm you know um there's like woke woke culture you have to be careful about what you say you that guy Lyall right that's where I was going um but you know what I did do I did kind of have Lyle in a video recently not his face but his voice and his words and his words are pretty much that's as bad as it gets it's it's more offensive than his face yes well that's arguable but um and there was no real backlash I was kind of surprised you know everyone was like very happy to see him back and um you know I think but he is a very polarizing character and uh or polarizing guy because he is my actual twin brother yes um I don't know I I feel like I'm pretty I don't know when to say ballsy maybe just stupid that I'll just uh like I if I'm really feeling like that creative need where I'm just like dude I'm scratching a creative itch and it it might be taken the wrong way or someone might get offended by it but I'm doing it not to offend anyone I'm just doing it because it's it's fired it's firing me up it's like this is what's motivating me this is like the type of video that I'm excited about right this allows me to maybe like right some jokes like do some joke writing and and kind of flex my brain that way and um and more often than not people have been very receptive to to things like Lyall and like I don't know some of the more like edgy kind of content or jokes that I'll make and I think you kind of you know those those are your your core subscribers they kind of expect that from you if you're a certain way and I think you just kind of have to own it lean into it but you sort of also have to know where to draw the line there I definitely strike some things from the record before I was like I'm not going to like I'm editing it I'm like I'm cutting that out so I I do definitely censor myself to a degree because like you know I'm not a comedian I'm I'm a YouTuber and this is my livelihood um but uh you know over the years I think I've gotten a pretty good grasp on what will fly and what should not well and personally I I feel like I try to look at the context of what was said like I feel like someone could say something really edgy and out there but if it's clear they're joking with no harm intended and I know that's that's a whole gray area where their harm was intended to me that might be less offensive than someone who said maybe something that was in written text less offensive but had more malice behind it yeah exactly and I know that I was coordinating with you on a on a brand deal one time and this rather large brand was basically came back so um we found a Lyall character on the channel and remember ly it was like we need to make sure that that character is not going to make an appearance and I believe they were kind of trying to mansplain to me about how that could be offensive to people of like an Asian persuasion and I'm like he's Asian and I'm like do you not really know what ethnicity Kyle is and not to say just because you're not offended that nobody would be or no have a right to but it's kind of like okay but but it's also like it's I'm not the intention and the context behind it it's like Lyall is funny because he's so ridiculous I mean it's so over the top it's so absurd yeah it's it's it's it's laughing at The Stereotype yeah the humor is in the overe exaggeration it's satirical you know what I mean it's satire so but people don't get that or if they do get that they still think well it could still be misinterpreted well it's like I can't control how someone interprets do you have family members that have been offended by Lyall no I in fact every like they they all think he's hilarious I've had family friends who are Asian friends who are Asian they're like dude we we appreciate you we appreciate the ly characters like Asian lady one time just actually told me that she's like I really appreciate like what you're doing with Lyle I think it's it's really um he's been a positive impact on like Asian community and stuff I was like what okay cool like that that's awesome why is he always so grumpy why does he always look mad all the I don't know we might have to dig into his origin story at some point An Origin going through therapy ser and the therapist needs a therapist afterwards just jumps out the window halfway through the session doesn't want to pay for it or something like that yeah penny pinching yeah um but yeah D that was a great question um I know we've been running for a while and uh I need to shut up yes well I just don't want your your stomach to uh to eat itself so we should uh should get some lunch yeah yeah definitely sounds cool thank you very much for for coming on here dude I always appreciate um picking your brain and and getting a chance to talk with you definitely yeah I enjoyed it and you know I apologize to the audience for having to look at me and hear my scratchy Voice or whatever you know they they usually watch me so this is probably uh not not too far off from that yeah they they're already aiming at the bottom you when you aim down you're going to hit the floor so thanks man appreciate you thank you bro\n"