Advertising in linked to psychology, and always had been. This week's dive into psychological history is about how a pair of brothers shifted the entire industry and cultural practice of how we travel in order to sell tires, and the weirdly omnipresent impact the creation of the Michelin Guidebook has played in our lives.

This is the first several minutes of the weekly Patreon bonus: Thursday Thistory. Join at www.patreon.com/brokenbrain to get this and more bonus materials, including videos of all of our episodes. Each Brainiac member has 50% of their monthly donation sent to the charity highlighted in the month they join, which this month is Color Outside The Lines, coloroutside.org, an organization in California and Oregon helping youth in foster care to express themselves through art, music, and dance