Sharma effectively deconstructs how the "culture war" has been reduced to a lucrative niche market for commodified grievance. It is a sharp reminder that in modern capitalism, political identity is often just another lifestyle brand designed to drive sales.
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I Went To Conservative Stores So You Don't Have ToAdded:
America's South, notorious for its white, Christian, and conservative culture. It's gun-loving, God and gay-fearing people. America's South is the only area on a map that when I look at it, I shudder. It's like when you have the Super Mario map and the easy levels are all in happy fun land, but the closer you get to Bowser, the more the map starts to [music] turn into scary monster lava hell territory.
Ironic considering these people are all trying to get into heaven, but that's basically the South of America. Not to be confused with South America, which I would very much rather go. Dammit, I'm spoiling so much already. Well, I'm sure you've already connected the dots.
Today, we're traveling down South. If you aren't up to date, around 3 months ago, I went on a conservative bender and haven't really recovered since. I tried a bunch of different conservative products all in the name of research, and I tried them because of their pompous and almost performative branding. These brands are geared towards conservatives so explicitly that it makes you wonder if we should just have more blatantly gay things to balance it out. A lot of you picked up on this in the comments. I mean, we know that they do it in spite of liberals, but they're basically doing the same thing that they've accused the left of so adamantly. Shoving it in our faces.
Left-wing woke politics crammed down our throats in every sphere of life.
>> And may I add, way more than they accused us of doing. But, it works.
Because conservatives in America crave culture, and ultimately, they're jealous of queer people for having it. So, businesses are taking advantage of that.
Selling a political party to its own people. But, today, I want to take things a step further. You see, last time I was in the comfort of my own home, but for this video, I'll be taking an on-the-ground approach and traveling down South to visit conservative businesses in person to get a better sense of the conservative identity and communities surrounding it. Now, I don't want to do this, and in fact, would not be driving down the East Coast if not for an actual legitimate reason besides content. And it just so happens that I actually already had plans to drive down to Florida with my girlfriend to surprise my grandpa for his 80th birthday. So, I thought what better time to do this? So, no.
I wasn't going to subject myself to hours of travel if I didn't have a better reason than making money because I'm not that shallow and frankly I'm offended you were even thinking that.
It's It's actually for the tax write-offs. I'm doing it for the tax write-offs. Listen. Listen. There's only one thing worse than hell.
And that's having to pay taxes in hell.
So, cut me some slack, all right?
>> [music] >> Now, even though the things I purchase are going to be tax write-offs, I'll still be giving my money directly to these conservative businesses. So, with that being said, I will be donating the amount I spend at these places of business to a local Richmond organization. I live in Richmond, Virginia called He She Ze and We, which is a nonprofit that helps to support transgender and non-binary community members with things like access to gender-affirming care. If you would like to help raise money as well, the link for donation will be in the description.
Now, let's get down to brass tacks. My girlfriend Grace and I were driving from Virginia all the way down to Fort Lauderdale, Florida giving us a total of 13 hours and some change. We started thinking what place could properly represent the conservative zeitgeist in its most visceral way? As we started driving and got further down south, the more we passed by Jesus billboards, Confederate flags, Trump paraphernalia, gun ranges, Trump paraphernalia stores, gun ranges with cafes. I mean, it really felt like the progression of a Mario game but if Bowser was [music] mega. And these options were great and all but my goal was to get content, not die. And that's when we passed it. A billboard with a beaver on it.
We're about How long have we been driving?
We started at what, 8?
So, 4 hours in.
Hour four. Oh, damn. We're We're 3 and 1/2 hours in.
Uh and we're going to Bucky's right now for the first Both of our first time at Bucky's. We're popping our our Bucky's cherry.
>> [laughter] >> Woo!
That's That's a big cherry, too. It's huge.
Now, besides the obvious conservative energy radiating off of every Bucky's in America, the establishment is also very conservative in nature. They recently were under scrutiny for allegedly donating money to ICE. While the company has denied these rumors, stating that the claim is entirely unfounded, one could ask themselves what kind of reputation an establishment has to have to source allegations like this in the first place. Well, as it turns out, Bucky's creator and owner, Arch Beaver Aplin the third, has contributed in donating over $2.8 million to Texas Republicans since 2015, making him one of the largest Republican donors in the state. A couple of these donations include a $250,000 donation to Greg Abbott's campaign in 2025 and a $200,000 donation to now Texas Lieutenant Governor Dan Patrick's campaign in 2025, as well. But, I mean, with a name like Arch Beaver Aplin the third, are we surprised? Arch Beaver Aplin the third is literally the name of a feudal lord, a modern-day feudal lord.
And Bucky's is his kingdom. Yes, go fetch me my beaver chips. This guy's got No teeth. This guy's got four front teeth. Who is Bucky? He's literally [laughter] Bucky. He's Bucky's dad.
Twin.
He was Maybe you go in with all your teeth and then you leave.
>> [laughter] >> That would be all of them.
How do you think they make them?
>> they don't make the the Bucky nuggets. Oh my god, they're teeth.
>> [laughter] >> Fried teeth. And so, with knowing the risk that we might lose all of our teeth so that Bucky's can make their Bucky's nuggets, we stepped inside regardless, hoping for the best. And what we saw was like nothing we had ever seen before. The crowd in the store was indeed like one you would see at a Disney park. Herds of people waiting in line for brisket, a bathroom line snaking through the store, children gawking their eyes at the rows of fudge, chocolate, and caramels alike.
And in front and center of the store was a zoo-like meat cooking station where customers got to impatiently wait for the next order of their favorite brisket-filled sandwich to be ready.
Literally, the employees working the station were some of the only black or brown people in the entire store. And I guess Bucky himself counts. I wasn't able to capture this on camera, but as we were checking out, I told the cashier that it was our first time at a Buc-ee's, and I kid you not, her response was, "I'm so sorry."
So, we did Buc-ee's, and we changed outfits cuz it was really warm outside.
>> It was very warm.
Um okay, if you had to put three words to Buc-ee's, to the name Buc-ee's, what three words would you choose?
>> Oh.
Um I would say I would say assembly line, specifically in relation to Ford's Model T.
>> [laughter] >> Ford's Model T assembly line. Assembly line and assembly line.
>> five words. Well, you said it in concept, it's fine. Assembly dash line.
That's five words. All right, we're going to eat this uh smoked brisket sandwich, and we'll see you guys on the flip side. Our experience at Buc-ee's was a capitalist nightmare.
One that could be only manifested in a place like America. An overcrowded, over-expensive, food-coma-inducing pit stop that ironically is probably killing the local beaver population. We were overjoyed to leave. And after processing everything we had just witnessed and ate, we found contentment in the fact that we would never be revisiting a Buc-ee's again. Now, Grace and I weren't stopping at our second conservative destination until our drive back up from Florida to Virginia, which meant time to actually enjoy our trip. I know that I wasn't leaving the country during this road trip, but it sure as heck felt like I was. And when you leave the country, one of the most important things you need is a working phone. Needing data for things like communication, GPS, and Uber are all crucial when you are traveling internationally. So, I've been using Simify's eSIMs. You can access mobile data without a physical SIM card, giving you the convenience and luxury while traveling abroad that physical SIM cards don't give you. All you have to do is download the app, select the plan that best fits your budget and the location you'll be traveling to, and scan the QR code. When you land at your destination, update your phone settings and you will be online in minutes. You no longer have to worry about roaming fees or obnoxious SIM card swaps. With Simify, you get to access your phone just like you would at home. If this is something that interests you, then get your Simify eSIM before you fly. Click the link in my description and use code SAJI for 15% off. And thank you, Simify, for sponsoring this video. Now, for our next location, I thought it would be best to revisit an Archnemesis, Black Rifle Coffee. You get Black Rifle Coffee if you're if you're interested in something that's pro-American, uh that's not going to probably do be do so where have you worried if you're doing something politically correct, correct?
I reviewed this brand in my previous conservative products video and [ __ ] hated their coffee, but I wanted to check out their in-person store to see the difference. I mean, this is a coffee company built on pro-America propaganda.
Buying their product is one thing, being in their in-person store is another. Oh, also, my grandpa had a great 80th birthday party if anyone was wondering.
He felt very loved. Here's a picture of Grace and I. Now, if you don't know the Black Rifle lore, feel free to check out the video where I cover them, but in short, Black Rifle Coffee Company is a grifter company that preys on its easily influenced conservative audience. They pride themselves on being built by veterans, but have shown time and time again that they care more about using the pro-veteran messaging to sell a product than actually helping veterans.
Black Rifle took the manufactured outrage stirred up by conservative news outlets about coffee shops and businesses being LGBT and queer inclusive and turned it into a very lucrative business model, making their coffee shops literally the thing that they were trying to destroy. Their coffee has become very popular and is being sold in grocery stores across the country, which is encouraging them to begin opening up more in-person stores as well. While this isn't the location we stopped at, Black Rifle recently opened up a location in Norfolk, Virginia, which is an area I actually grew up around. And I just wanted to read a couple of the comments under a Reddit post announcing the store's opening. Black Rifle Coffee Company now open in Ward's Corner across from Virginia Ham Shop. Breakfast at Black Rifle, lunch at Mission BBQ, dinner at Guy Fieri's, bottle of pills before bed.
Hi, yes, I'd like a Patriots only Frappuccino with a shot of treason, extra cognitive dissonance, hold the honesty. Blazer, you can burn your own beans for less. I heard if you're at the register and click your heels while saying lock her up three times, you get a free coffee and a high-capacity Magpul magazine. Wasn't that a KFC?
Basically still is. Glad to see that Norfolk is still doing well. But you know where isn't doing well? Savannah, Georgia, which is the location we decided to stop at on our way back home.
On our way to Black Rifle Coffee in Savannah, Georgia.
Um getting pretty close. I'm a little nervous. Grace brought up before like what if what if I get recognized? And that's like a fear that I like have now cuz if they watch my old video I review Black Black Rifle Coffee um and uh they know who I am. Maybe they hate-watched me.
Um which I don't know what they would do, but they they'd still have to serve me, right? Um but yeah, I think we're going to get a few coffees, test them out, maybe not review them in the shop. But I'll try to get some b-roll and some footage of Black Rifle uh while I'm in there.
Um all right, well, I'll see you guys in there. Savannah is generally known as a pretty democratic Georgian city considering there's a well-known art school at the heart of it. So it was a surprise to find out that there were not just one, but two Black Rifle Coffees located in Savannah, Georgia. There's one located on Savannah's iconic River Street. So, obviously, that's the one we wanted to go to, but we put the wrong address in our phone and ended up at the one that was modeled after a bomb shelter. So, no river walk, but more reason to fear for our lives.
Nine Line Apparel.
Quick sidebar, but it turns out that Black Rifle Coffee has been in partnership with a conservative apparel company called Nine Line Apparel for some time now to aid in opening up more shops all over the country.
>> But, um this one and several others are a little different. This one um and I think maybe 10 more are technically owned by Nine Line. Okay.
Which is all the stuff you're going to see on that side. Got you. They came with an idea to have a partnership with the coffee shop inside of our store.
They had floors for Nine Line, Black Rifle. So, do they own own Black Rifle?
No, it's just a partnership. Yeah.
>> They're typically attached like in this store specifically, where you can just freely walk over without there being a distinct change in store. Nine Line is just like Black Rifle, where they do the same patriotism grift scheme, except instead of coffee, it's clothing and different kinds of conservative merchandising. I took some pictures of some of the clothing inside, but uh here are some other designs I found online that do a good job representing their overall message. Kill them all terrorist tour, for God and country, you're an American, start acting like it. Ice ice baby, which I don't know. I think I liked it better when conservatives weren't so aware of how evil they were.
Anyway, that was a quick sidebar. Didn't mean to take away from the real star of the show. They're building something else here. This looks like a warehouse in the middle of nowhere. I wonder if they just couldn't get any leasing space around other businesses, cuz nobody [ __ ] likes them. Um See how many stairs we got as I just drive up. Uh Black Rifle's over here to the right. if you can turn the camera that's sweetie.
Black Rifle Nervous.
Deep breathing. Deep breath Deep breaths. Okay, um There's a big rooster on a motorcycle over there. So, it looks like there's an apparel store beside it. So, we're going to check that out, too. Um And uh if you're seeing this video, that means I'm alive, which is a good thing right now.
Uh and uh thank you. And uh I don't have much else to say. I'm just stalling. So, let's just So, we went inside. And lo and behold, what did we discover? What was essentially the set design for a conservative amusement park ride. You know how park rides like to decorate the waiting areas on theme with the ride itself? Like how the Fast and Furious ride at Universal takes you through a garage of cars into a specific holding room, or how the Mummy ride takes you through what looks like the set for the movie. Yeah, I went to Universal pretty recently, if you couldn't tell. Black Rifle Coffee was just like that, but made for conservatives. So, not only did the outside look like a bunker, but the inside was decked out like one, too.
There was a distinct industrial bomb shelter vibe to it that they were trying to make look aesthetic with ammo lining the walls, leather and chains in every corner, grenade mugs on the shelves. I knew we made the right decision coming to the store. And my amusement park ride description could not be more spot-on, because while Grace and I were in the store ordering coffee, there was a family that came in. Very obviously also their first time in a Black Rifle store, and they were just trying to take everything in. This family was very clearly fans of this brand and their products. And admittedly, I got myself smiling at their joy, until I remembered that I wasn't in line for a roller coaster. I was in line for stomach problems, because I was about to try a bunch of coffee for your enjoyment and intrigue. Looking at the menu, we chose a couple of the custom coffees labeled as hero drinks. And just reading the descriptions, they looked a little complicated. Almost too complicated for my simple conservative coffee-loving mind to be able to even comprehend. Hey, this is post Black Rifle Coffee.
First First thoughts on having to go inside. Like what was what was that like for you, that experience of going in Black Rifle Coffee? It was a lot. I feel like there was a lot of attention to detail. Like it was fully decked out with >> Like ammo? Ammo and like chains and like metal and like leather.
>> It looks like you're going into like an armored shelter. That's the vibe. It's also in the middle of nowhere, so that doesn't help its case. It was empty.
They are closing soon. It's almost 6:00 p.m.
Um which is crazy that they're open that late. It just felt like a tradition almost like the stuff on the menu and the items you can get to eat, like the food and the pastries and stuff, felt like an indie cafe, like an alternative cafe you'd find in like I don't know, LA, you know?
>> Raspberry lemon loaf, blueberry crunch Right, right, right, right, right. And we ended up getting a couple coffees. We got three. We got an Old Glory which is raspberry and mocha. Super not feminine.
Love that. Um jet fuel, spice brown sugar and energy boost.
And the Savannah Bee Honey Latte, which is only local to this Black Rifle Coffee in Savannah, Georgia. So we're going to give the Old Glory a taste. You want to try first? The OG, they call it.
The Old Glory.
>> this one also the lids they gave us don't fit, so they're all We have three coffees we spilled all in our car basically, but we're fine. Okay.
Tastes a little bit like medicine.
If it's good, you don't need to You don't need to lie.
Cuz I did already try it and I didn't like it.
I don't I'm not lying.
>> [laughter] >> I don't enjoy that. I'm like just You can say you like it.
>> I don't really like sweet coffee, so Yeah, this is really sweet.
But what's interesting is their whole branding is like black coffee, right?
Like real coffee for real men.
But all of their options to buy felt very Starbucks coded to me.
>> Mhm. It was a little fruity.
>> is I would low-key drink this >> flavors if it wasn't if sold at Black Rifle. I would I could get this coffee probably at any other coffee shop. Yeah, it's not bad.
Again, I don't think the problem with the coffee is going to be the taste. It'll just be all of the [ __ ] propaganda involved to sell the coffee. Like, if they like the coffee that much, they could sell it based on the merit of its taste.
>> Look at their social media and find out what are they selling? Are they selling a product? Are they selling a service?
Or are they selling politics?
Increasingly these days it seems like everyone's selling politics.
>> Okay, this is the Savannah Bee Honey Latte, local honey, espresso, and cinnamon.
That just tastes like a chai latte.
Like when you find like a white coffee shop.
Not like actual chai tea.
Yeah.
Right?
>> I like the honey flavor.
>> No, it's good.
>> But, it is just kind of like >> [snorts] >> That's what I'm saying.
>> It doesn't taste Republican. This one's called Jet Fuel, spiced brown sugar, and energy boost. So, it's maybe something other than caffeine?
Or they were just like, "They'll never know the difference."
>> Mhm.
Maybe like um This is like a brown sugar shaken espresso.
>> Right. I'm curious as to what the energy boost is.
Oh, I taste it.
Oh, I don't like that. It just tastes like fake. Yeah.
It tastes um synthetic. No, these are all very sweet. They're all ridiculously sweet.
>> coffee flavored.
>> If I was a conservative man >> [laughter] >> going on a road trip to go to Black Rifle Coffee like the in store and I got >> [snorts] >> these three coffees, I would be furious. I'd be fuming. I rate the coffee like a solid three out of five, but because it's Black Rifle and I wanted to drink hardened uh black oil coffee, >> Mhm. one out of five. I'm [clears throat] I'm going to do a 2.5 out of five because I wish there was just more of a coffee flavor. Yeah, there's yeah.
>> But I will say they hit the nail on the head with the decor in there.
Um Yeah, I felt very safe and secure.
>> interior designer like did did did the thing.
>> Cuz I feel like they have to be queer to do something like that.
>> Yeah, right. Right. Like they [laughter] did insane on the on the A straight person could could could not have done that.
>> No.
No, no, no, no, no. No, not at all.
Okay. All right, back to you Sa- Saji, wherever you are. Thanks, Saji. Uh that's right. Nothing about Black Rifle Coffee makes any sense. The in-person store was very different than my experience trying Black Rifle's coffee grounds. While the coffee grounds were very much on theme with the hardened veteran appeal, the store's messaging and the decor completely contradicted with the raspberry mocha or the Savannah honey coffee flavors that we were drinking. Conservatives need to be honest. Were they complaining about the feminine drinks or did they just need a masculine safe space to enjoy said feminine drinks? I know that Black Rifle is a grifting company. Visiting their in-person store really opened my eyes to how much they rely on their messaging and advertising to sell their products.
They would literally be nothing without it. Just to really hammer in the grift here, I want to talk about one more thing I noticed while we were in the store. Grace and I got into a conversation with two of the employees.
One behind the counter who gave us more information about Nine Line Apparel and a general manager who came up to talk to us. I want to be careful about how I refer to this individual because I'm a straight man, uh but I I just want to preface that these are things that I observed. But the general manager was a gay black man or at the very least, queer presenting. Now again, I'm a straight man. Maybe I don't know what I'm talking about, but this person seemed very comfortable with their sexuality. Obviously, I don't have a problem with this. In fact, it made me feel safer.
My thing is, I'm surprised that Black Rifle Coffee could make me feel safe.
This is a company built off of hating queer people. So, why are they hiring them? I mean, great for Black Rifle for being inclusive in their hiring practices, but I I genuinely was not expecting this. And I think it really cements the overall messaging of this video, which is what I would like to don red, white, and blue capitalism. Take away all of the Black Rifle branding and conservative merchandising, and I was basically in a liberal coffee shop. I was nervous to go in, but we ordered Gen Z as coffees and hit it off with a queer person. I mean, I felt right at home.
Rainbow capitalism took over for a while. It really did. But I I think the tides are shifting. Or at the very least, corporations are taking advantage of the blatant political cultural shift.
Buc-ee's has been around for a while, and while there's less of a political agenda there, there's certainly a cultural one. At the end of the day, capitalism needs a host to survive. And with a con man as president, there's no better host to latch onto. I've donated the money I spent plus a little extra to the Richmond charity I mentioned in the beginning of the video. Please donate if you have the luxury to do so. And thank you to the channel members for supporting the channel. If you want perks like new videos early, consider becoming a channel member. And thank you so much for watching. I'll see you next time.
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