What are we then supposed to do?

The most stomach-turning story of the decade was filled in, earlier today, when it was revealed that the popular Santa Barbara surf school owner, Matthew Taylor Coleman, was “obsessed with QAnon and serpent DNA conspiracy theories” before gruesomely murdering his two young children in Mexico.

According to NBC News, the 40-year-old confessed to authorities that he used a spearfishing gun, earlier reported as a wooden stake, to stab his two-year-old son and ten-month-old daughter to death because “they were going to grow into monsters” due his wife’s “serpent DNA.”

According to Business Insider, “Contemporary belief in reptilians is mostly linked to British conspiracy theorist David Icke, who first published his book ‘The Biggest Secret’ in 1998. Icke alleged that ‘the same interconnecting bloodlines have controlled the planet for thousands of years,’ as the book’s Amazon description says. The book suggests that blood-drinking reptilians of extraterrestrial origin had been controlling the world for centuries, and even originated the Illuminati — a fictitious group of world leaders that conspiracy theorists say control the world.”

Coleman allegedly referenced his “enlightenment” after his arrest and claimed that “he knew it was wrong” though “hoped to save the world with the action.”

Disturbing alternative narratives have wildly proliferated in the past few years becoming accepted by larger and larger swaths of the population. I suppose we all, here, know someone who has jumped the shark, so to speak, but what to do with all of this, practically?

How to interact, converse, correct? Cutting off, ostracizing, “cancelling” doesn’t seem like it works.

At all.

Of course Coleman was profoundly mentally wrecked but did thinking conspiratorially lead to his horrific, unforgivable action or did his profound mental wreckage merely find its disturbing alternative narrative and latch on?

What are we then supposed to do but, more importantly, how can we, all of us, protect everyone around us and especially our children? We, surfers, knew this man. He was one of us. He was ours, as disgustingly difficult as it is to hold.

There has to be a way to make this never ever happen again in our ranks.

Being disgusted isn’t enough.

There just has to be something we can do.

"Lack of imagination."

Laird Hamilton’s Superfood, a line of nutritious coffee creamers and “performance mushrooms,” went public a little under a year ago to much fanfare and applause. The company, based in Sisters, Oregon, was certainly young but hungry investors thrilled for a piece of Hamilton’s agelessness, his firm jaw pointed toward a plant-based future, and sent the stock price from its $22 opening well north of $50.

Things have not been as “healthy” since.

The stock has slid, steadily, since winter and today (at time of writing) is down a whopping 25%.

Business minds are busily assessing what led to the fall, considering underlying structures, capitalization issues, risk factors and other fancy business words but I think the problem is pumpkin.

The company announced, days ago, that its “pumpkin spice” flavorings would be making a return this autumn. Per the press release:

Featuring warming notes of pumpkin spices such as cinnamon, ginger, cardamom, nutmeg and real pumpkin powder, these creamer products can spice up your coffee without the guilt. Laird Superfood Pumpkin Spice Superfood Creamer combines the brand’s Original Superfood Creamer with real pumpkin and festive spices. This festive blend is a perfect boost for a morning cup of coffee, tea, smoothie and more. Meanwhile, the Aloha OatMac Superfood Creamer in Pumpkin Spice is a special blend of OatMac creamer the superfood way, with the inviting flavors of pumpkin spice and nourishing, buttery macadamia and oats, without any artificial flavors or sweeteners, making it the perfect addition to hot or iced coffee. Lastly, Laird Superfood’s fresh and plant-based Liquid Superfood Creamer is now available in the festive Pumpkin Spice option featuring functional mushrooms including Lion’s Mane, Cordyceps, and Chaga. The pumpkin spice flavor consumers love can now be found in the refrigerated section.

All fine and good but pumpkin flavorings are soooooooooo last year and the fact that Hamilton and team have not pivoted to this year’s trend, bourbon, shows a worrying lack of imagination.

The team should take more “performance mushrooms” and get back to the drawing board if there is any hope in halting the slide.

Bourbon.

Remember.

Bourbon.