“Deceptively Good Marketing” — A24’s Elizabeth Holmes hit. Hermes emerging suburbs. Supplement acid strips. + Failure Day
October 21, 2026
AI Summary
5 min readDeceptively Good Marketing: A24's Elizabeth Holmes Hit, Hermès Goes Suburban, and Supplement Acid Strips
The hosts of The Best One Yet kicked off their Wednesday episode by celebrating International Day of Failure — which they promptly forgot to celebrate on the actual day, missing it by a week. "We failed Failure Day," Jack admitted, before noting that this might have been the most perfect way to honor the holiday. The self-deprecating tone set the stage for three stories about marketing, mystery, and the strange economics of repackaging old products in new containers.
The Elizabeth Holmes Documentary That Could Win Best Picture
Nathan Fielder's pseudo-documentary You Can See Everything about Elizabeth Holmes is being called the movie of the year, and the numbers back it up. The film grossed $15 million at the box office this weekend — the best opening for a documentary since Michael Moore's Fahrenheit 9/11 in 2004, and the biggest movie shown on under 1,000 screens since Borat in 2006. It holds a 99% Rotten Tomatoes rating, and prediction markets on Kalshi give it a 21% chance of winning Best Picture at the Oscars, trailing only Christopher Nolan's The Odyssey.
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What you'll learn
- 1 Deceptively Good Marketing — A24’s Elizabeth Holmes hit, Hermès emerging suburbs, Supplement acid strips + Failure Day
- 2 (00:00) **Cold Open & Failure Day Confession** - Nick and Jack introduce the show, then admit they forgot International Failure Day was last week, making this a meta-celebration of failure
- 3 (05:27) **Nathan Fielder's Elizabeth Holmes Doc Breaks Records** - "You Can See Everything" earned $15M opening weekend with a 99% Rotten Tomatoes score and 21% Oscar odds on prediction markets
- 4 (09:10) **Why Holmes Chose Nathan Fielder** - An episode of "Nathan for You" where customers hiked a mountain for gas rebates inspired her to reach out, revealing her desire for a sympathetic portrait
- 5 (10:10) **A24's Marketing Secret: Mystery** - The indie studio spent under $10M marketing this film while generating 8x more revenue per screen than "The Social Reckoning"
- 6 (11:19) **Hermès Targets American Suburbs as New Emerging Market** - The 189-year-old French luxury brand opens 45 US stores in places like Wilmette IL, Scottsdale AZ, and Manhasset NY
- 7 (13:49) **The Wilmette Case Study** - Suburban shoppers visit Hermès Paris more often than the Chicago flagship just 30 minutes away, proving the suburb deserves its own store
+ Full timestamped outline available in the app
Show Notes
“You Can See Everything” has a 21% chance of winning Best Picture… because Nathan Fielder has a strategy.
Hermes’ new emerging market? American suburbs… But Nashville’s store won’t look like Paris.
Olive oil in shampoo bottles, water in beer cans… but supplement in acid strips? Hot new trend.
Plus, Happy International Failure Day… which we failed.
$HESAY $AMC $SPY
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