I read somewhere it's an attempt to stay relevant, and that feels correct to me. Had to be someone in the organization sold this as a way of making The Donald seem hip to those crazy, coocoo millennial kids. What's that weird thing the kids are doing these days? It's not the crowding into a phone booth thing anymore, and it's not pogs, either. Oh, yeah, the non-fundable Tolkiens, or whatever they call it. Let's do that.