Were they just picking three random words beginning with the letter B or what is this supposed to be?
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Maybe Joe himself came up with it and they couldn't talk him out of it.
"Look, we've been over this. It's the first thing we pitched that he can say without fucking it up or devolving into a rambling story about how there aren't enough diners that serve real milkshakes anymore. This is a run out the clock play. Let's stay focused and get to the other side of this thing so we can get our book deals and patronage appointments. Cool?"
