Clay takes a certain hypercaffeinated lieutenant PM position at the job site, spacing out how they want the concept to go, and he votes "tunnel," and then interviews with us, calling it a "golf makeover." I kind of love Clay all of a sudden, because way to make it yours. I know what he's saying, and I would probably call it the same thing and then think, "What the fuck did I just say to the camera?" He then explains the concept, and it's perfect for the sport and the task: A full "experience" where they walk through first the clothing and accessories section, then into the clubs section where they can actually "touch some putters, some drivers, some woods" ("What the fuck did I just say to the camera?") and just do the whole thing. Basically, do a marketing blitz within the area itself where you're like, "I'd be cute in a whole golf outfit -- Look! Wristbands! -- and now I find myself in the heavy hitters area, so I better respond in kind and buy a lot of pointless golf shit."

This is brilliant and I give Clay a lot of credit here, even though later it comes off like that part of it was Alla's idea, which I'm sure it was. It's just a great concept, especially with a bunch of cameras and ADD Apprenti looking gorgeous and camera-ready pushing the shit on you. It's Do you have to ask permission? all over again. It's great. Not to mention -- I'm getting all my Clay love out right now, so don't think I got bonked by falling plaster or anything -- the fact that, as a real estate person, he knows fifty more tricks about this than you do. Real estate is this exact same game on a fiscally crazy scale: switching around the qualities of the space so you have to measure yourself against it and prove that you're worthy of it. So cool.

He goes into a whole spiel about where everything should be, this goes here and that goes there, and his basic point is that he wants a representative sample of all the different product available, confronting the people, and they can hide a lot of other stuff and really maximize the space. Fair enough. Alla cuts in on him and is like, "Got it, stop talking about concept and start talking about construction, because the contractors are standing around here," and he's like, "That's what I'm giving you." And I see where they're both going with this, and I don't know if it's the quality of the people left or the quality of the editing, but I can't remember feeling that way too many times this year. He interviews that she's "mean," which...this is where it starts, Clay. I was so with you. He continues that she doesn't think about logistics, just the big picture, and, like, she just told you to start thinking about logistics instead of the concept, but you were both talking about the same thing, in crazily different language, so whatever.