Why are there so many Mattress Firm stores? How did they end up catty-corner across intersections and in the same shopping centers? Are the mattresses full of money? Reddit users start to dig deeper into these Mattress Firm conspiracy theories, and we team up with Business Insider's "Household Name" to conduct an investigation of our own.

The Great Mattress Conspiracy

Hosts Ben Brock Johnson and Amory Sivertson dig into the internet's vast and curious ecosystem of online communities to find untold histories, unsolved mysteries, and other jaw-dropping stories online and IRL.

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In 2017, Rhett Barker and his friends needed a way to stay in touch after graduating college. They were ecology majors, and meme groups were in vogue, so they created Wild Green Memes for Ecological Fiends on Facebook.

It began as a place to share silly nature-centered memes. The jokes were comically esoteric: about, say, the scientific name of a rare wild feline or the bites of Brazilian wandering spiders. You needed to know the science to laugh.

In spite of this — or because of it — the group attracted hundreds of thousands of fans from around the world. Now the group is a sprawling ecosystem of memelords with a “relentlessly optimistic” take on the natural world. Rhett decided to put the group’s popularity to good use. The results were overwhelming.

Endless Thread examines the psychology of conservation online and how people are using hope, fear, and humor to repair the planet.

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Credits: This episode was written and produced by Dean Russell. Mix and sound design by Matt Reed. The hosts are Ben Brock Johnson and Dean Russell.

P.S. Thanks to Derek for the rad story rec!

Green Memes

In 2016, followers flocked to an Instagram user purporting to be Miquela Sousa, a 19-year-old Brazilian-American model, singer, and sometimes activist.

For years, no one was quite sure if Miquela was made-up, or to what degree. Was she a model rendered doll-like by filters? An actress? A totally fictional character?

Her ambiguous humanity helped Miquela land lucrative brand partnerships with the likes of BMW and Calvin Klein. But in recent years, interest in her has been slipping. Writer Mercedes Gonzales-Bazan joins Endless Thread to talk about Miquela's mysterious origin story, and what her declining relevance reveals about our current relationship with AI.

You can read Mercedes Gonzales-Bazan's essay, Death of the Artificial Influencer, here.

Credits: This episode was produced by Grace Tatter. Mix and sound design by Emily Jankowski. The host is Ben Brock Johnson.

RIP Lil Miquela

The halls of science, known for prim propriety and careful debate, are feuding. A new theory of gravity challenges Einstein's general relativity, our current understanding of that thing that keeps our feet on the ground. Physicists are upset.

"Cotton gravity"—named in honor of mathematician Émile Cotton, not fluffy flora—was first posited by Japanese researcher Junpei Harada in 2021. The idea, which modifies general relativity and discounts the theory of dark matter, spurred a surprisingly catty argument on arXiv.org, an open-access website for scientific preprints.

Things got nerdy. And hilarious. Endless Thread explains.

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Credits: This episode was written and produced by Dean Russell. Mix and sound design by Emily Jankowski. The hosts are Ben Brock Johnson and Dean Russell.

Nerd Fight

Shaquille O'Neal has some advice: "If you are going to retire, accept it. Enjoy your family," he recently said on The Big Podcast With Shaq. "I made a lot of dumb mistakes to where I lost my family. I don't have anybody."

His statement, directed at retiring NFL star Jason Kelce, raised concern online. "What happened with Shaq?" asked one Reddit user in a popular thread. "I thought he was [a] super nice guy. Why is he all alone?"

The former four-time NBA champion has developed several personas since the Orlando Magic drafted him in 1992. On the court, he was a giant. Online, he became something different. Endless Thread breaks down the many sides of Shaq to answer the question, Is he OK?

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Credits: This episode was written and produced by Ben Brock Johnson with help from Dean Russell. Mix and sound design by Emily Jankowski. The hosts are Amory Sivertson and Ben Brock Johnson.

Shaq Time: Is Shaq OK?

In the second part of Endless Thread's investigation into a ubiquitous online piano academy, we dig into why some people think it's a front to recruit students to the Church of Scientology and track down the man behind the piano himself.

Credits: This episode was written and produced by Grace Tatter with mixing and sound design by Emily Jankowski. Amory Sivertson and Ben Brock Johnson are the co-hosts.

The Great Mattress Conspiracy

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