Lunatic Man Plans to Open Chain of Lunatic Butter Coffee Shops
In DepthI honestly thought that if I ever ran a headline centered around butter coffee, it would have to involve Paula Deen. Amazingly, it does not.
Some of you may have heard about Bulletproof Coffee (Gizmodo ran an excellent piece about it back in January of this year). If you haven’t, it is the dumbest product of which I can possibly conceive, and I’ve watched Shark Tank: it’s a drink composed of coffee, unsalted butter, and coconut oil extract. It would be bad enough if that level of grossness were just another paean to Americans’ reverent, undying butter worship, but it gets worse: Asprey has somehow convinced people this noxious concoction is healthy and world-changing and oh my God I don’t want to live on this planet any more. Now, Asprey wants to expand Bulletproof’s reach, opening an actual coffee shop dedicated to the product in Santa Monica, California, hopefully to be followed by locations in Seattle, San Francisco, Los Angeles, and “anything West of the Mississippi.” He’s also marketing other products, including a drink called Fat Water that is exactly what it sounds like.
His bread and butter (har!) is still Bulletproof, however, and his messiah complex about it runs so much deeper than you might realize if you haven’t read about it before. A summation of Asprey’s personal story since he invented and started consuming Bulletproof, via Quartz’s Alice Truong (all bold additions mine):
The story goes that he lost 100 pounds without counting a single calorie (Asprey at his peak weighed 300 pounds) (this sounds wrong), raised his IQ by 20 points (I am positive this is not how brains work), lowered his biological age (“THIS DRINK TRANSCENDS THE PHYSICAL LAWS OF NATURE”), and slept fewer hours (well, yeah, if you’re shotgunning butter coffee, that’s not surprising)—and he now feels better than ever. All at 460 calories per serving.
There’s a part of me that immediately thought Truong was making those claims up just to mock Asprey, but no, he actually believes that shit: