Amazon Fire Phone: a $170 million flop

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  • เผยแพร่เมื่อ 18 ธ.ค. 2024

ความคิดเห็น • 236

  • @financiallift6185
    @financiallift6185 4 ปีที่แล้ว +281

    If Amazon did have a phone, at the end of every call it would ask if you wanted to buy their recommended item based on your phone conversation. Instead, I get it later on and pretend that Google isn't listening to me

    • @jacobkoster3808
      @jacobkoster3808 4 ปีที่แล้ว +4

      Underrated comment

    • @Ellivation
      @Ellivation 4 ปีที่แล้ว

      Truth!!!

    • @donato8983
      @donato8983 4 ปีที่แล้ว

      Ok google

    • @ravitejaknts
      @ravitejaknts 4 ปีที่แล้ว +1

      Actually, Google doesn't listen to convos.

  • @Jin-Ro
    @Jin-Ro 4 ปีที่แล้ว +480

    $170 million. To put that in perspective, 6hrs 39 minutes of lost business to Amazon.

    • @haysdixon6227
      @haysdixon6227 4 ปีที่แล้ว +17

      is that based off of sales or profit?

    • @bjarke7886
      @bjarke7886 4 ปีที่แล้ว +10

      @@haysdixon6227 sales

    • @bigsmoke4357
      @bigsmoke4357 4 ปีที่แล้ว +2

      And how long for 170 million profit

    • @bjarke7886
      @bjarke7886 4 ปีที่แล้ว +25

      @@bigsmoke4357 5 days

    • @horrido666
      @horrido666 4 ปีที่แล้ว +26

      The famous McDonalds coffee spill lawsuit awarded $2.8 million, which was one day's PROFIT for McDonalds for their coffee sales alone. People still thought it was too much. Why? Propaganda.

  • @greyfiveys
    @greyfiveys 4 ปีที่แล้ว +60

    I remember someone who had one of these.

    • @NileshR12
      @NileshR12 4 ปีที่แล้ว +2

      Same 😂

    • @carmstrong6507
      @carmstrong6507 3 ปีที่แล้ว

      My mother had one of these.

  • @jonny5777
    @jonny5777 4 ปีที่แล้ว +70

    Amazon is a lot of things but cool it is not. They’re like that uncle you have who works in data processing and dresses like he’s still in his twenties

  • @MrWilliam8004
    @MrWilliam8004 4 ปีที่แล้ว +86

    Never heard NASA pronounced that way.

    • @Azuuroo
      @Azuuroo 4 ปีที่แล้ว +2

      thats how you would pronounce it in German

    • @FelpoldVideos
      @FelpoldVideos 3 ปีที่แล้ว

      And that’s how we pronounce it in Portuguese

    • @Chromwel-A
      @Chromwel-A 3 ปีที่แล้ว

      Timestamp?

    • @MrWilliam8004
      @MrWilliam8004 3 ปีที่แล้ว

      @@Chromwel-A 1:08

    • @bouchrafakher
      @bouchrafakher 3 ปีที่แล้ว

      That's how we pronounce it in Arabic

  • @the-vice
    @the-vice 4 ปีที่แล้ว +31

    170 MILLION DOLLARS??!!! You know that feeling when the vending machine eats your 1.99 dollars? Thats probably how much it mattered to Bezos.

    • @ViburaBlanca
      @ViburaBlanca 3 ปีที่แล้ว +4

      Worth 200 billion dollars, hardly. If anything his pride was more hurt.

  • @MrMagnaFarce
    @MrMagnaFarce 4 ปีที่แล้ว +8

    I bought a Fire Phone a couple years after they came out for $50 to use as a secondary phone while traveling and, I have to say, it's actually a pretty nice phone. Not $650 or daily driver nice, but certainly nicer than a $50 phone deserves.

  • @beldentheruschannel4545
    @beldentheruschannel4545 4 ปีที่แล้ว +31

    This channel inspired me to start my own channel ...pure value!!

    • @slidebean
      @slidebean  4 ปีที่แล้ว +10

      This is AWESOME! We wish you the best!

    • @beldentheruschannel4545
      @beldentheruschannel4545 4 ปีที่แล้ว +3

      @@slidebean Thank you so much...i appreciate that

    • @Ellivation
      @Ellivation 4 ปีที่แล้ว +1

      I enjoy the interaction this channels gives their subscribers. Great look, and look forward to your continued success!

  • @QuestionEverythingButWHY
    @QuestionEverythingButWHY 4 ปีที่แล้ว +115

    “Anyone who has never made a mistake has never tried anything new.”
    ― Albert Einstein

  • @ThatSoddingGamer
    @ThatSoddingGamer 4 ปีที่แล้ว +3

    That 3D effect was a pretty cool gimmick. Something that could have made it stand out in the market if the phone wasn't so premium-priced and limited in other ways (like the pared down android feature set).

  • @rowbe9884
    @rowbe9884 4 ปีที่แล้ว +12

    I actually own one, and this phone was so ahead of its time! (Once you install Google Play Store and disable the motion tracking feature). Could use some changes, but I actually got fond of it.

    • @slidebean
      @slidebean  4 ปีที่แล้ว +2

      Wow, thanks for sharing!

  • @heathadams7172
    @heathadams7172 4 ปีที่แล้ว +16

    I'm just here to comment on how he pronounced NASA as Naza

  • @GrowWithWill
    @GrowWithWill 4 ปีที่แล้ว +28

    Next potential write off: Echo Frames 👓

  • @MONi_LALA
    @MONi_LALA 4 ปีที่แล้ว +2

    Jeff, if you want your company to be love. Just pay your staffs decently, pay your taxes, and do something with that billions of dollar that just sits there in the bank. Boom...done, people will love ya.

  • @Edgar-Friendly
    @Edgar-Friendly 3 ปีที่แล้ว +1

    Amazon is a Tinder date...not a spouse. A convenient one-night-stand interaction. There is no, and no reason, for loyalty.

  • @mrvcjack93
    @mrvcjack93 4 ปีที่แล้ว +16

    amazon never provide free shipping they take shipping charges from sellers

    • @pranaym3859
      @pranaym3859 4 ปีที่แล้ว +3

      You have to give Amazon credit because they can charge both customer and seller but they skipped for customer

    • @igor9360
      @igor9360 3 ปีที่แล้ว +1

      It's only free for usa.

  • @hepticftw
    @hepticftw 4 ปีที่แล้ว +2

    these videos are awesome haven’t really seen too many channels that respond to questions and also produce videos with this level of quality

    • @slidebean
      @slidebean  4 ปีที่แล้ว +2

      Thanks a lot, Heptic!

  • @tanya.english85
    @tanya.english85 4 ปีที่แล้ว +24

    It's very interesting to get to know more about Amazon.

  • @zatterg628
    @zatterg628 4 ปีที่แล้ว +3

    Amazon is starting to be kinda creepily big

  • @triadwarfare
    @triadwarfare 4 ปีที่แล้ว +2

    I remember my sister wanting to buy an Amazon tablet for her kid, but I had a lot of headache making it work because tablet isn't officially supported in my country. The tablet refuses to activate even if I have an Amazon account. The solution was to sideload Google services, but it was so frustrating to do.

  • @jeffreywiederkehr5446
    @jeffreywiederkehr5446 4 ปีที่แล้ว +7

    The technology and teams used to develop the phones were responsible for the creation of the Alexa.

  • @dexterknowles
    @dexterknowles 4 ปีที่แล้ว +4

    I had one of them phones so much Amazon ads was on the home screen

  • @al-thaidi
    @al-thaidi 4 ปีที่แล้ว +3

    Quality content, keep it up man.

    • @slidebean
      @slidebean  4 ปีที่แล้ว +1

      Thanks, will do!

  • @danh5637
    @danh5637 4 ปีที่แล้ว +2

    The parallax idea was actually quite good. But it was a big bet for a gimmick. I do suspect Apple experimented with the concept though in secret. But it’s a pretty niche feature for a platform which had essentially no developers.

  • @insertaverygenericnamehere
    @insertaverygenericnamehere 4 ปีที่แล้ว +1

    I own it.
    It has Andoid 4.4 and supports all the major LTE networks worldwide - all those different frequency bands.
    So nowadays, I am using it as a WiFi hotspot abroad.

  • @thepandaahbear9025
    @thepandaahbear9025 4 ปีที่แล้ว +3

    I had this phone and loved it. The 3d effect was amazing!

  • @roguegenesis7020
    @roguegenesis7020 4 ปีที่แล้ว +1

    Caya, from which video did you take the clip at 0:19

    • @slidebean
      @slidebean  4 ปีที่แล้ว +1

      Hi! It's a Motorola New MotoZ commercial from 2016.

  • @migueldomingos4570
    @migueldomingos4570 4 ปีที่แล้ว +1

    Amazing video Caya! Well done:) Your company forensics are the videos i like the most by far!

    • @slidebean
      @slidebean  4 ปีที่แล้ว +1

      Glad you like them!

    • @migueldomingos4570
      @migueldomingos4570 4 ปีที่แล้ว +1

      @@slidebean You guys are amazing 😎

  • @unleashthedog
    @unleashthedog 4 ปีที่แล้ว

    Crazy you just released, I was fancying rewatching the keynote... which is not available on YT anymore. Can't find the full thing with any search I tried.

  • @hossainsalman6845
    @hossainsalman6845 4 ปีที่แล้ว +3

    1:12 Naza? 🤔

  • @AldrinAlex123
    @AldrinAlex123 4 ปีที่แล้ว +2

    Awesome as usual ❤️👌

    • @slidebean
      @slidebean  4 ปีที่แล้ว

      Thank you so much 😀

  • @rustyrazor1853
    @rustyrazor1853 3 ปีที่แล้ว +1

    Amazon should pay federal corporate income tax. A lot of it.

  • @SvPVids
    @SvPVids 4 ปีที่แล้ว +3

    Any product with the name fire, fyre always ignites itself.

  • @danielkelly-dyson1803
    @danielkelly-dyson1803 4 ปีที่แล้ว +1

    Does the phone still work/ get updates if you have one?

  • @KanishQQuotes
    @KanishQQuotes 4 ปีที่แล้ว

    Why would I place order online for something i spot at a store?
    Unless amazon gave me assured discount.
    But if that's the case, chances are the stores would block the phones in store

  • @giorgiusgiorgio
    @giorgiusgiorgio 4 ปีที่แล้ว +2

    Great video!!

    • @slidebean
      @slidebean  4 ปีที่แล้ว

      Glad you enjoyed it

  • @ipeteagles
    @ipeteagles 4 ปีที่แล้ว

    i really appreciated the way you framed the "sentiment" between APPL, MSFT & AMZN

  • @OdysseyTag
    @OdysseyTag 4 ปีที่แล้ว +3

    Looking forward to this 💯

    • @slidebean
      @slidebean  4 ปีที่แล้ว +1

      Hope you liked it!

    • @OdysseyTag
      @OdysseyTag 4 ปีที่แล้ว

      @@slidebean Loved it! Great job as usual guys 👍

  • @gunavanthvarma5972
    @gunavanthvarma5972 4 ปีที่แล้ว +2

    Amazon reminds me of BnL from wall-e

  • @noodleman5916
    @noodleman5916 4 ปีที่แล้ว

    this phone tech is way ahead of its time, i can see all kinds of applications for it

  • @subijoyacharya3189
    @subijoyacharya3189 4 ปีที่แล้ว +2

    Please make a video on how to find a buyer for your company you want to sell.

    • @slidebean
      @slidebean  4 ปีที่แล้ว

      Thanks! Vote/add your favorite topics here: slidebean.com/youtube-suggest-a-video

  • @allangil2778
    @allangil2778 4 ปีที่แล้ว +15

    The should retry it with a OnePlus strategy, would love an Amazon phone today. 🙂

  • @duddledeedo
    @duddledeedo 3 ปีที่แล้ว

    8:36 "part of Amazon's strepitus fall". Uh... Do you mean precipitous?

  • @tfp0052
    @tfp0052 3 ปีที่แล้ว

    I was intrigued by this phone, but I couldn't buy it because I was in the middle of the contract on my present phone. Generally speaking a phone has to be on the market long enough for people to get out from under their present contract. Sad to see it go before I could move on it!

  • @IBradFrazer
    @IBradFrazer 4 ปีที่แล้ว +3

    $170 million? so... 0.014% of Amazon's net worth in 2020?

  • @JediLadyMisty
    @JediLadyMisty 3 ปีที่แล้ว

    I remember seeing this advertised on amazon and finding it odd and not being interested in having a smartphone.
    Then it just disappeared.

  • @khethamntombela6686
    @khethamntombela6686 4 ปีที่แล้ว +1

    Incredible analysis. I think I became too feature focused and forced the user to differ to the device when its supposed to be the other way around.

  • @kitugarg48
    @kitugarg48 4 ปีที่แล้ว +6

    Yes amazon reports 150million dollar for their phone

  • @stopmotionadventures4812
    @stopmotionadventures4812 10 หลายเดือนก่อน

    firefly is basically the predecessor to circle to search

  • @sebastiansalcedo6300
    @sebastiansalcedo6300 4 ปีที่แล้ว +3

    The phone was amazing, aactually i owned 2 and I am expecting new version. The problem lack of apps in amazon store.

    • @NyanyiC
      @NyanyiC 4 ปีที่แล้ว

      Are you being for real!

    • @sebastiansalcedo6300
      @sebastiansalcedo6300 4 ปีที่แล้ว +1

      @@NyanyiC sure i loved it. Its a shame the phone is not longer available. All amazon products are great kindle, tablets, alexa. I even gave on to my father and he also loved it . Good thing i bought it at 149 or something like that.

    • @sebastiansalcedo6300
      @sebastiansalcedo6300 4 ปีที่แล้ว

      @scrobbles mcbobbles sure thing. But i broke my phone. I miss it. 😔

  • @StartupFundingEventGlobal
    @StartupFundingEventGlobal 4 ปีที่แล้ว +9

    That is a huge loss!

  • @abhishekjami1999
    @abhishekjami1999 4 ปีที่แล้ว +2

    Lol, I still have the fire phone not that I use it anymore, in fact, my DP pic was taken in fire phone.

  • @Inkling777
    @Inkling777 3 ปีที่แล้ว

    Amazon's mistake was to forget that it was a retailer. It should have created a useful cellphone package using existing providers.

  • @suryakantapattanaik01
    @suryakantapattanaik01 3 ปีที่แล้ว

    This phone and its assesories including packaging... All are premium features and looks... Sadly it didn't work out for Amazon then... But hope Amazon will release a smartphone in future.

  • @arnabkumarpan5615
    @arnabkumarpan5615 4 ปีที่แล้ว

    it was ahead of time and was out of people's comfort zone (no play store, no android os)

  • @____2080_____
    @____2080_____ 4 ปีที่แล้ว +1

    I happened to be very familiar with the network of people who were a part of this phone effort. Very smart people who were ultimately too late to the phone game and couldn’t innovate past what Apple had established.

    • @____2080_____
      @____2080_____ 4 ปีที่แล้ว

      In fact, for a band of best product designers the Bay Area had to offer (freelance) earned a healthy percentage of that $170,000,000 cost.

    • @____2080_____
      @____2080_____ 4 ปีที่แล้ว

      Also, the android foundation at the time forced tons of missteps that weren’t aligned with the grand vision this video is recapping.

    • @____2080_____
      @____2080_____ 4 ปีที่แล้ว

      $170 million was a great tax write off.

    • @slidebean
      @slidebean  4 ปีที่แล้ว

      Wow, thanks for sharing!

  • @ninjanerdstudent6937
    @ninjanerdstudent6937 4 ปีที่แล้ว +2

    The pricing strategy for their tablets is to break even and hope they make up for lost revenue via media and services.

  • @meowmeow1733
    @meowmeow1733 3 ปีที่แล้ว

    If it was anything like the kindle experience,...that’s bad
    Kindle left me saying WHY and WTF a lot. It left me staring at it with big eyes or wanting to snap it in half.

  • @idontthink
    @idontthink 4 ปีที่แล้ว

    9:39 Was that a glitch in the matrix?

  • @westfield90
    @westfield90 4 ปีที่แล้ว

    The iPhone 6 Plus was my very first Apple phone and I have not looked back since

  • @NileshR12
    @NileshR12 4 ปีที่แล้ว

    If they had just had supported Google services & a better design then maybe it would have fared better. It should've been priced as a more a budget friendly priced phone. A good measure would've been to match HTC's aluminum hardware design in order to compete with the iPhone 6 when it released in 2014

  • @sarvo_1
    @sarvo_1 4 ปีที่แล้ว

    First time i heard him not say 'This video is brought to you by Us'

  • @johnsonemmanuel
    @johnsonemmanuel 4 ปีที่แล้ว +1

    Phone is good but wrong time. Because many don’t value AR Then

  • @MrAer85
    @MrAer85 4 ปีที่แล้ว

    SlideBmean to Amazon nice.

  • @maitraysharma8389
    @maitraysharma8389 4 ปีที่แล้ว

    To be honest the phone was pretty great! I actually considered getting one but it never made it to my country. I really want Amazon to do it again.

  • @jackkraken3888
    @jackkraken3888 3 ปีที่แล้ว

    LOl I love how the Narrator always pronounces one word differently to most people.

  • @Zerbey
    @Zerbey 4 ปีที่แล้ว

    The sad thing is aside from all the gimmicky nonsense it was not a bad phone at all. The issue was the high asking price (which they dropped to $199 within months) and horrible operating system that it came with. Put a third party version of Android on it, and you had yourself a decent phone. I owned one for about 18 months and loved it. If Amazon had unlocked the bootloader and allowed people to mod it, I think they would have found a niche market.

  • @danielm6341
    @danielm6341 4 ปีที่แล้ว +1

    Amazon on Fire. Somewhat tone-deaf marketing. Might as well call your phone Burnt Stumps.

  • @silver10188
    @silver10188 2 ปีที่แล้ว

    I loved it they were just strict not allowing Android apps installed easily that was a deal breaker.

  • @beefjerky7154
    @beefjerky7154 3 ปีที่แล้ว

    live by gimmicks, die by gimmicks

  • @adawg___4
    @adawg___4 4 ปีที่แล้ว

    Coldfusion hit this a day before rip. You should sponsor him!

  • @kirkabryan
    @kirkabryan 4 ปีที่แล้ว +2

    I owned this phone for almost 2 weeks and returned it. I thought the Interface was interesting but the battery life was horrendous and the app store wasn't good enough.

  • @wanderer10k
    @wanderer10k 4 ปีที่แล้ว

    For me it felt like something that just existed to get you to buy stuff from Amazon. And as I recall it didn't link into the android app market enough??? That would have been the main thing that would have killed not for me. That why I haven't bought a fire tablet

  • @peterbarlow7781
    @peterbarlow7781 4 ปีที่แล้ว +1

    Very good video thank you!
    Comment: forget the write down. The real issue was all that stock! Crazy!

    • @slidebean
      @slidebean  4 ปีที่แล้ว

      Thanks, Peter!

  • @victorneumann2822
    @victorneumann2822 4 ปีที่แล้ว +1

    Cool Video!

    • @slidebean
      @slidebean  4 ปีที่แล้ว

      Glad you enjoyed it!

  • @horrido666
    @horrido666 4 ปีที่แล้ว

    It primarily failed because it was an android phone that could not run android software. For example, try blocking spam calls on the Amazon phone. Thats one of the CORE requirements that the phone failed at MISERABLY.

  • @navelajack
    @navelajack 4 ปีที่แล้ว +1

    Why didn't Jeff create an app to become the "shazam of shopping", instead of this device?!

    • @sebastiansalcedo6300
      @sebastiansalcedo6300 4 ปีที่แล้ว

      It was i cluded ib the phone. Firefly

    • @moddyhh
      @moddyhh 4 ปีที่แล้ว

      🤣

    • @navelajack
      @navelajack 4 ปีที่แล้ว

      @@sebastiansalcedo6300 yeah but the phone failed. So the app would be a success without the firefly phone.

    • @sebastiansalcedo6300
      @sebastiansalcedo6300 4 ปีที่แล้ว

      @@navelajack sure thing. Even worked with tv shows it recognized the sound and inmidiatelly you could be purchasing the tv show, also music, bar codes, everything. EVEN cereal boxes.

  • @philipphilip5472
    @philipphilip5472 4 ปีที่แล้ว

    Its not a flop.. fans wanted it but it wasnt available in shops and ads there wasnt any.

  • @FizzleFX
    @FizzleFX 3 ปีที่แล้ว +1

    Kindle sucks
    The app is nice
    But the kindle can't compare to cheap tablets

  • @MONi_LALA
    @MONi_LALA 4 ปีที่แล้ว

    In my opinion if you wanna be love by your customers and associates your companies with good-feel, maybe, I don't know, pay your workers fairly and be at the forefront of environmental protection since your company created such a waste. I understand how this company became so successful and why people depends on it. But i can't be the only one who felt guilty everytime i ordered something from Amazon. And this feeling will only grow larger among people.

  • @jacobkoster3808
    @jacobkoster3808 4 ปีที่แล้ว

    I thought I was the only one who remembered it

  • @nevinleiby
    @nevinleiby 4 ปีที่แล้ว +5

    “Like Netflix, NAZA or Sidebean.”
    Uhhhhh....What? NaSA? Not NaZA.
    Otherwise, keep up with the amazing content!

  • @gamtax
    @gamtax 4 ปีที่แล้ว

    When you start entering a market, don't start competing big players. Lesson learnt.

  • @rogernevez5187
    @rogernevez5187 4 ปีที่แล้ว

    0:21 *Somewhat they end up falling in battle.*
    What is this meme ?????

  • @tylerl4320
    @tylerl4320 4 ปีที่แล้ว

    Take a drink every time he says “Jeff Bezos” and “Lifestyle”

  • @haruruben
    @haruruben 3 ปีที่แล้ว

    I tried this phone in a phone store and it felt so cheap and it was ugly and had the stupid Amazon logo on it

  • @haruruben
    @haruruben 3 ปีที่แล้ว

    They should have called it the Kindle phone

  • @Dootdodeet
    @Dootdodeet 3 ปีที่แล้ว

    Aaaaannnd then they made Alexa, and established themselves as a lifestyle brand after all.

  • @irvingandralphandchester5220
    @irvingandralphandchester5220 4 ปีที่แล้ว

    Kindle an original idea? Douglas Adams. Hitchhikers' Guide to the Galaxy.
    Amazon, Microsoft, Facebook have declining good will (think DC-10)

  • @abhishekdev258
    @abhishekdev258 4 ปีที่แล้ว +2

    So you have a lot of sponsors now..great.

    • @slidebean
      @slidebean  4 ปีที่แล้ว

      Thanks, Abhishek!

  • @varuns6451
    @varuns6451 4 ปีที่แล้ว

    170million you mean just half handful of rice?

  • @vent_srikar7360
    @vent_srikar7360 4 ปีที่แล้ว +1

    do one on mixer brother!!!!!!!!
    @Slidebean: Startups 101

    • @slidebean
      @slidebean  4 ปีที่แล้ว

      Thanks! Please vote/add your favorite topics here: slidebean.com/youtube-suggest-a-video

  • @walltowall5
    @walltowall5 4 ปีที่แล้ว +1

    what? say nasa again? lol

  • @dixedgt6274
    @dixedgt6274 4 ปีที่แล้ว

    Sell it for the price you make it for just 5 bucks or 10 bucks more

  • @repairaholic4858
    @repairaholic4858 4 ปีที่แล้ว

    But yet people pay over £600 for a phone to this day.

  • @ascott741
    @ascott741 4 ปีที่แล้ว

    these guys were willing to lose $200 million dollars in a month on DIAPERS! I am unimpressed by the title....

  • @az-wr1lb
    @az-wr1lb 3 ปีที่แล้ว

    jeff bezos' mistake was his failure to learn from toyota. Toyota's brand is mass-production vehicles, so when they decided to create a luxury vehicle capable of challeging mercedes, BMW etc they created the Lexus brand and company as an entirely seperate business entity.
    Its likely if jeff bezos created the "Fire Phone" as a seperate business entity unrelated to amazon it would have been better received

  • @xenemous6136
    @xenemous6136 4 ปีที่แล้ว

    Watch with the subtitles...

  • @KarrierBag
    @KarrierBag 4 ปีที่แล้ว

    Strange how cold fusion does a video yesterday which has a section all about this phone and today this video comes out.... hummmmm.

    • @Trellyy809
      @Trellyy809 4 ปีที่แล้ว

      Yeah I think they copy a lot of their stuff

    • @1twoone2
      @1twoone2 4 ปีที่แล้ว +2

      I could be wrong but I find it a hard to believe that they made this video in one day... A thing called coincidence does exist.

    • @slidebean
      @slidebean  4 ปีที่แล้ว

      Well... Jeff Bezos and Amazon have been headlining almost everywhere for a few days now :)

  • @FizzleFX
    @FizzleFX 3 ปีที่แล้ว

    6:10 first you have to CREATE THE CULT... And then rip them off