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Whenever one of the many magazines I subscribe to arrives, the first thing I do is rifle through it and remove all of the subscription cards. That way, I can go back and flip through the magazine unabated before I set out to read specific sections.

I ran across this cool little booklet BMW inserted in the February issue of Wired during my monthly card exorcism. It gave a little backstory on the word “No,” and where the word has taken the company. I spent probably five minutes reading it twice before I went back to the magazine. I probably spent five minutes paying that kind attention to all of the ads in all of the magazines I read last year. BMW is onto something.

Now I just wish I could afford one.