In 2019, Kendall Jenner teased a major announcement. Her Mom tweeted that everyone needed to watch her livestream and “#bethechange #shareyourstory #changetheconversation #proudmom #finallyasolution #authenticity #mydaughterinspiresme #getready”

Fans speculated Kendall might be coming out or announcing a mental health diagnosis.

The big reveal was her skincare partnership with Proactiv.

In 2025, Lebron James teased “The Decision: Part 2.” Modeled on his announcement that he was “taking his talents to South Beach,” fans wondered whether he might be announcing his retirement.

The big reveal was a collaboration with Hennessey.

In David Foster Wallace’s Infinite Jest, he imagines a world where years are bought by advertisers: Year of Dairy Products from the American Heartland. Year of the Depend Adult Undergarment.

Writing in 1997, he summarized a problem that has gotten much worse since then:

“Every spring, the Academy of Motion Picture Arts and Sciences presents awards for outstanding achievement in all aspects of mainstream cinema. These are the Academy Awards. Mainstream cinema is a major industry in the United States, and so are the Academy Awards. We pretty much all tune in, despite the grotesquerie of watching an industry congratulate itself on its pretense that it’s still an art form, of hearing people in $5,000 gowns invoke lush clichés of surprise and humility scripted by publicists, etc.—the whole cynical postmodern deal—but we all still seem to watch. To care. Even though the hypocrisy hurts, even though opening grosses and marketing strategies are now bigger news than the movies themselves, even though Cannes and Sundance have become nothing more than enterprise zones. But the truth is that there’s no more real joy about it all anymore. Worse, there seems to be this enormous unspoken conspiracy where we all pretend that there’s still joy. That the whole mainstream celebrity culture is rushing to cash in and all the while congratulating itself on pretending not to cash in. Underneath it all, though, we know the whole thing sucks.” (Emphasis Mine)