It’s all about where you happen to be on the coffee-beer continuum. It's not about making progress or climbing the ladder like they want you to think. Time is not linear. The whole past-present-future idea is just one big marketing scheme that sells a lot of calendars and alarm clocks. Brandon’s photo here sums it up succinctly in one brief moment from the second half of a round trip that involved a mountain bike race. In this case coffee preceded beer, but as you know it’s kind of a chicken-or-the-egg thing depending on when you freeze frame.
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