This week on Crack It in an Hour, Simon brings Maria and Jesse a problem that sounds quaint on the surface but gets weird fast: how do we make hot air balloons cool? Somewhere along the way, hot air balloons got misbranded by the people on the ground. To spectators, they’re pretty, peaceful, colorful things floating across the sky. But the reality of actually going up in one is CRAZY…open flame, wind, altitude, uncertain landings, and the very real feeling that you’ve handed control over to the weather So… have we been thinking about them all wrong? Are hot air balloons closer to an extreme sport than a scenic ride? Are they the ultimate adventure vehicle hiding in plain sight? And if we stopped selling them as gentle tourist moments and started treating them like fire-powered expeditions, what kind of new market could open up? You’ll have to listen to find out where they land.