Carol welcome to Bloomberg Businessweek. Im carol massar. Jason and im jason kelly. We are here inside bloomberg headquarters in new york. Carol this week, turkey launches a major offensive in syria, and President Trump says the United States will not stand in the way. The surprise announcement heard around the world, and the not so surprising winner in all of this. Jason plus, vaping closer to home. How juul took on big tobacco and is caught in the middle of a Huge Public Health crisis. Carol and aramcos mega ipo is finally set to go. Jason first, here is joel webber on this weeks issue and the cover story, tesla and the complicated ethics of autopilot. Joel thats right. We all like the idea of driverless cars. It seems like the future, right . But how do we get there . Basically, tesla is in the middle of this grand experiment with autopilot, which is viewed viewed as a stepping stone to driverless cars. But there is this big ethical dilemma. This cover story is an ethics course of how do we get there . Tesla is already doing this in real time with autopilot, and other companies have been not quite as bold as what tesla has chosen to do. Carol joel, dilemma is right. The more miles we get on the road with something, the better. There is so much data involved in making this better, but in the interim, youre going to lose some lives. Joel thats right, that is the moral calculus that we are living in right now because that car is next to you, you are on the roads with them. There is no real federal oversight. Think about drugs. There are clinical trials. There is no same safety mechanism in place for our transportation department. So this is out there already in realtime. Because of that, our estimate is it is past 1. 5 billion miles that tesla has been able to acquire. A lot, right . We dont know how safe it is, but we are all living in this world now. Jason there is a connection between this story and the story we have already mentioned around vaping and juul. These are two companies, juul and tesla, in very different markets, who are essentially taking a similar approach to, lets get there, lets get out there and figure it out. Joel its Silicon Valley, move as fast as you can. Sometimes you break things, sometimes it costs a few lives. The tesla question is, maybe autopilot is worth it, right . Like, a couple people die, but could this dramatically save millions of lives in the same way that penicillin once did . Carol what is the safety level . What is it people are willing to deal with in order to get to an autopilot world . Joel it is actually a story that has been hidden in plain sight for a while, and we did not see anybody wrestling with the ethical dilemma. That is what zach did so well, and that is why we made it the cover story. Jason part of this story is somewhat of a lifestyle story. We picture a world where we are able to sit back, read a book, or maybe have a cup of coffee. And that brings us to the debrief. A connoisseurith and entrepreneur. It just means coffee and quality. The thing i thought was profound was this was a Third Generation company. You think company is a private market. How does somebody distinguish its brand . . Troops crossing into northeastern syria to force u. S. Backed militants to control the border area away from the region. And the u. S. Wont stand in turkeys way. Dozens of u. S. Troops were pulled back earlier this week. The announcement took a lot of people by surprise as it impacts the United States relationship with other countries, none more so than russia. Here is reporter henry meyer in moscow on advantage, putin. Henry russia has been looking to restore the influence it had in the middle east, which was very strong during the soviet era. That changed dramatically after the collapse of the soviet union. And really, putin, president putin has had immense success in this field, the intervention that russia did in syria starting a few years ago, in which they succeeded in reversing the outcome of the civil war. President assad was on the verge of being overthrown, and he is now firmly in power. This has been a great success. But what is happening now is that the u. S. Withdrawal from syria is providing russia an opportunity to really cement that situation in syria. Carol but it is not just about syria. I think you write that russia has since filled the vacuum from syria to libya, even luring turkey into buying military equipment. It is a broader impact for russia. Henry thats right. Syria, if you like, has been russias calling card in the middle east. It is the reason why it is taken seriously now, but it is using that to expand its role in many other countries. In libya, there are increasing reports that russia is backing the strongman in the east, general haftar, and it is developing relationships with traditional u. S. Allies like saudi arabia. President putin is due to visit saudi arabia shortly. You mentioned turkey. That is very important. The decision by turkey to defy u. S. Pressure and go ahead with buying the s400 Missile Defense system, it could be a turning point, actually, for that countrys relationship with the west and with russia. Carol what is interesting, and i find it in your story, and i think we are all getting up to speed. We know what has been going on in syria, but all the complicated relationships. But you do talk about someone who used to have a relationship in the Trump Administration, the former envoy for combating the islamic state, brett mcgurk. He tweeted out, trump tonight after one call with a foreign leader provided a gift to russia, iran, and isis. This is somebody who worked within the Trump Administration really being very critical of this move by the president. Henry he is not the only one. I mean, there is a substantial number of influential people who think this is a terrible mistake, and not only is it benefiting putin, but it is also benefiting iran and islamic state. Jason coming up, juul. Is it the new big tobacco . It wanted customers off cigarettes, now kids are getting hooked on nicotine. Carol and aramcos ipo is finally here, but will investors want it . Jason this is Bloomberg Businessweek. Jason welcome back to Bloomberg Businessweek. Im jason kelly. Carol and im carol massar. Join us for Bloomberg Businessweek every day on the radio starting at 2 00 p. M. Wall street time. You can also catch up on our daily show by listening to our podcast on apple podcast, soundcloud, and bloomberg. Com. Jason and find us online at businessweek. Com and through our mobile app. Carol turning now to teen vaping. This week, School Districts across the u. S. Sued juul in federal courts. Jason and walgreens and kroger also announced they will stop selling ecigarettes, making them the latest retailers to take action in the outbreak of vapingrelated injuries. Carol and jason, those injuries have not been directly linked to juul, but the company is caught in the middle. Here is this weeks businessweek explainer on how juul took on big tobacco. Juul hit the market with its fruitflavored nicotine in 2015. Not long afterward, it was being called the iphone of ecigarettes, the keurig of vaping. The company had a valuation of 38 billion, and cofounders, adam bowen and james monsees, were billionaires. They were not just interrupting any market, they were taking on big tobacco. It was a huge problem to solve. There are a billion smokers worldwide. And cigarettes still cause about half a Million Deaths in america every year. Bowen said in 50 years no one would be smoking cigarettes. But now the question is, will they be using juul instead . The company has found itself in the midst of a Huge Public Health controversy. Juul is accused of hooking an entire new generation of High School Students on nicotine. It is now the target of a criminal investigation, a congressional probe, and an fda inquiry. And in a touch of irony, the company that set out to take down the Tobacco Companies has a new ceo who came from the maker of marlboro cigarettes. Juul is the subject of the feature story, specifically how the ecigarette maker is like so many Silicon Valley startups. Jason its a great read. Here is reporter lauren etter in l. A. Lauren like other Silicon Valley companies, this started at stanford university. The founders were graduate students studying at the business school, and they were smokers. And they were sharing smokes out back and decided, wow, this is a very outmoded product. Maybe we can innovate on that. They did a lot of research. They launched their very first version of an ecigarette at a time when there was not too much competition on the market. They basically innovated in the cigarette space and launched what became the most popular ecigarette in the world. Carol but it was not so easy. First, the initial device did not work so well, and it was hard getting investor money, too, initially. Lauren yeah, it is interesting because at the time they were seeking money, circa 2005 to 2010 when they had the prototype, they wanted to start launching it, and they got the Cold Shoulder from Silicon Valley investors initially. This is considered, the Tobacco Industry is considered to be one of the sin industries, and Silicon Valley shunned those sin industries. They originally had a very tough time getting some funding, but that all changed later down the road. Jason what changed it . Part of it was positioning because they got people on board with this idea of no, no, no, this is actually an antidote in a way to what was already considered then a Public Health crisis. Lauren exactly. So, two things well, multiple things happened. But really it was very clear that cigarettes were going to be a dying industry. Fewer people every year were smoking. 3 declines yearoveryear. People were starting to turn away from cigarettes. But of course, they are addicted. They are addicted to the nicotine. That is what the Company Founders zeroed in on. We can allow smokers to continue having a nicotine fix, but it will not have the combustion that causes the tar in the lungs and cause lung cancer. They positioned it as a more healthful product, a healthful alternative to cigarettes. That started catching on. But the second thing was it is a very addictive product. They invented something called a nicotine salt vape liquid. Basically, they had chemists early in their laboratories, and they devised this ultrapowerful nicotine liquid. That for sure helped get a lot of people hooked onto the product. Carol i think what is so troubling is how did so many teenagers, right, those underaged get hooked on a product like juul . Lauren this is the thorniest issue regarding juul. But the fact of the matter is early on, juul laid out a Marketing Campaign that was pretty much designed to attract kids. It was super edgy. It had colorful graphics, really bold. They hired models. It just made it look like a very cool product. They marketed it on instagram. And sure enough, much to nobodys surprise, High School Students and middle School Students eventually started trying the product. And the combination of the marketing and the highly addictive nature of the product really allowed this product, or facilitated the spread of this product across america and high schools and middle schools. So now you have millions of people addicted to it. Carol be sure to check out the magazine. We have another ecigarette story. Its about a top scientist at juul who wants to bring vaping to china, and aims to have a billion smokers kick cigarettes with her new endeavor. That is called mist. Jason a campaign has given money in support of the ban of flavored ecigarettes. Carol the worlds most valuable company is set to ipo, but is aramco worth the hype . Jason plus, another unintended consequence of the u. S. China trade war, a lost generation of trade workers. This is Bloomberg Businessweek. Jason welcome back to Bloomberg Businessweek. Im jason kelly. Carol and im carol massar. You can also listen to us on the radio on siriux xm, channel 119. And on a. M. 1130 in new york, 106. 1 in boston, 99. 1 f. M. In washington, d. C. Jason a. M. 960 in the bay area. In london on dab digital, and through the Bloomberg Business app. Lets turn to the business section. Aramcos mega ipo, we have been talking a lot about this over the last couple years. After several false starts, the Public Offering of saudi arabias crown jewel, this is the company that pumps 10 of Global Crude Oil supplies from fields under the desert. That ipo is finally going ahead. Carol the board is expected to give the green light for the worlds biggest ipo next week. But will it live up to the hype . Heres reporter will kennedy joining us from london. Will this was first suggested by the crown prince of saudi arabia in 2016. They announced it by saying this company, saudi aramco, which had been part of the saudi state for decades, it was going to do an ipo, raise billions of dollars, and bring it to global scrutiny and open up its finances. Then it went away for a while. They had been talking about a listing in london or new york, but investors balked at the valuation the crown prince had put on the company of 2 trillion. All of a sudden, it has come back, but it came back in a different form. It will be listed in riyadh only. They will sell one or two percent of their company. It seems they brought the backing of some of saudi arabias richest families. At the moment, they think they can get that 2 trillion valuation. Carol first of all, in terms of the listing, it is not like it is new york, it is not london, it is not hong kong. They are doing it on the saudi exchange. I do feel that even though it is going public, the saudi government will have a lot of oversight here. Will that is exactly right. The rules on transparency are not quite the same as they would have been in new york. I will give you one example of that. In new york, fcc regulations mean you have to be very precise in your oil reserves, how much is ready to drill now, how much might be ready to drill in the near future, and how much is pretty speculative. They wont have to do that listing in riyadh. They would be able to encourage saudi banks to lend to potential investors, both large and small. The saudi government has a history of when there is an ipo, they encourage intervention in the markets. It is not quite like an ipo would have been in new york or london. It is still a big exercise. They will be marketing the equity outside riyadh to International Investors who want to come in through that mechanism. It will be there for International Investors, but it is not the same as in new york. Jason when you go back and think about where the world was in 2016, what the world thought of saudi arabia. Saudi arabias place in the Global Economy and Global Political scene, that has changed pretty dramatically, not just for saudi arabia but specifically for aramco. It was targeted by some iranianmade missile strikes not too long ago. How has that changed the perception of this deal . Will this is a worldclass oil company, and operational it is probably on par with exxon or shell. But it operates in a different operation. We see this in several ways, this attack from the drone strike. People are not sure what it was. It shows a vulnerability of the saudi energy system, and the fact that it is in the worlds most dangerous neighborhood. That will presumably encourage investors to apply some kind of discount. Then you have the risk associated with saudi arabia through the murder of jamal kashoggi. Investors are going to have to take those things into account when they assess the ipo, for sure. Jason we move from a mega sized ipo to a mediumsized cloud company. Carol box is stuck in a sales rut. Can it escape the curse of the Silicon Valley midcap . Nico box is a confounding company in some ways because it was founded about 14 years ago, and its founder aaron levie became a boy wonder here in Silicon Valley. He was called the future of enterprise technology, and there was so much promise for his company, which was a very wellregarded tool for transferring files. What happened is that the company grew among businesses. It decided to focus on business customers instead of consumers, like dropbox, a slightly younger company. Then it just by itself started to fall in terms of the growth rates. It would not be able to meet the metrics it had expected. It would reduce the revenue forecast. It was deeply unprofitable. Investors were concerned. Investors ultimately let the market cap fall. Box is in an unfortunate place of being unprofitable right now, but also having falling revenue growth. A company of this size, which has about 700 million in revenue a year in the cloud business, many of them are growing above 20 or above 30 a quarter. And box is in the very low double digits. So starboard, an activist investor, disclosed a major stake, one of the largest holders of the company. Now, aaron levie is facing one of the Biggest Challenges of his career. Carol this guy eats, lives, sleeps, he puts in a lot of effort. Maybe the point is that is just not enough. Maybe this is not what the company needs. Maybe it needs someone else at the helm. Nico aaron levie told me he feels he needs to deliver. He does not get too drawn into the possibilities of what might happen, of him losing control, but of course, it is a possibility. Starboard has exhibited before that when it is unhappy with a board or management, it does seek changes and removals. Carol we will stay in the Technology Section because we have a story about a generation of chinese tech workers confronting a new reality. Jason while the broader economic slowdown and the trade war with u. S. Have ended the investor boom, it gave birth to heavyweights like alibaba. Here is rebecca penty. Rebecca there has been a boom in financing of these Big Tech Companies which started as startups. That boom has ended, and that is because of slowing Economic Growth in china, the trade war Economic Growth in china, the trade war with the u. S. , which has targeted one of the Chinese Success stories, huawei. Financing is drying up, and that means layoffs for workers. Workers who put in years of their lives at these tech companies, they work in a socalled 996 culture, meaning they are expected to work 9 00 a. M. To 9 00 p. M. Plus overtime six days a week. That comes with the tacit agreement that they make a lot of money. They get promoted, they get rich, they get stuck in these companies. A lot of these people are getting laid off now and are really confronting this new reality that the tech boom is dried up. Jason rebecca, tell us about 996 because it is a clever way of describing what really was a way of life, and a way of life that was lauded by some of the bestknown entrepreneurs in china. Rebecca thats right. Earlier this year, a group of programmers, coders took to github and started protesting against 996. Their hopes and dreams were dashed. Keep in mind, this is different from Silicon Valley. Yes, people work very hard in the u. S. , but it really was an expectation you would work six days a week, 12 hours a day or more. They took to this site and protested against 996, started listing employers who were abusing them in terms of their workers standards, not getting paid, etc. Jack ma actually spoke out to his workers and said 996 is great. You are seeing some of that Old School Mentality fight back against this worker revolt. Carol coming up, tesla and ethics in the fast lane. Jason this is Bloomberg Businessweek. Carol welcome back to Bloomberg Businessweek. Im carol massar. Jason and im jason kelly. Still ahead, andrea illy on leaving the global coffee empire started by his grandfather in italy. Carol plus champagne, fur, and caviar. Snow polo brings the jet set to a frozen lake in switzerland. Jason but lets begin with our cover story. Tesla aiming to dominate the global auto market by building the worlds first selfdriving car considers autopilot to be the crucial first step. Carol elon musks decision to put autopilot in the hands of as many people as possible is what amounts to an enormous experiment playing out on freeways all over the world. The question is, what is the acceptable bar when it comes to lives saved and lives lost . Here is reporter zach mider. Zach a lot of companies are trying to build driverless cars, and the promise is, set aside the other good things that might come with driverless technology, it has the potential to save a ton of lives. Something like 38,000 people die every year just in the United States. More than a million globally. And most of those fatalities are caused by human error of one kind or another. So, if you could remove somehow keep the cars but remove the human error, there is just massive lifesaving potential. Carol that is the predicament, right . That in order to get to that point, unfortunately, we are going to see some accidents as people continue to test autopilots, correct . Because they need the data to get better. Zach so tesla is taking an approach that is totally different from everyone else in the autonomous industry. Almost everyone else is basically saying, we have to be really careful about safety. We are going to try to build an Autonomous Car that works autonomously before we really start producing it in large quantities and selling it to people, and we have to sort of get it perfect, or almost perfect, before because otherwise, the concern is the public is going to react. They are going to freak out. They are going to ban these things. It could be a big problem. Carol and then there is tesla. Zach tesla is taking the total opposite approach, which is saying, we dont have Autonomous Technology yet, but we have this stuff that is pretty good. You have to oversee it. Sometimes it might make mistakes, but we will sell it, we will put it in the cars, and we will tell the customers you have to oversee this thing at all times. You have to constantly supervise it. It only works on highways, basically, but it works pretty well on highways. You can, without touching a pedal or the steering wheel, you can drive for 100 miles. Carol you got in a car, correct . Zach that is right. Jason what was it like . Carol walk us through that. Zach it is creepy, you know . It is a creepy feeling. It is very different from Cruise Control because it is doing all this stuff without you. And you get to see what the car sees. You have a little video camera excuse me, a video screen that shows you, if you drive along and there is a bicyclist in front of you, it shows an icon of a bicyclist. It is recognizing someone on a bike, or it is recognizing a truck, or it is recognizing a car. It is making decisions about what these other objects are going to do, where the road is, and it is driving. Jason and so teslas approach, just so we totally understand it, is this notion that they think you need a certain amount of data that can only really be captured in real life situations . What is their approach here . Help me understand it. Zach their approach is essentially, they think that to get to a fully driverless car, rather than keep it in the lab and perfect it, get it right, they are going to put something that needs human supervision into a car that they can sell for money and get hundreds of thousands of them on the roads. There is more than half a million of these cars out there today that you can use autopilot on. And the theory is, it is a little bit like the Google Search engine, which gets smarter every time you search on it because it sees how well it did in giving you the right search result. Tesla claims they are doing a similar thing with their cars. They are actually collecting data from all these cars, and they think they claim that will allow their software to improve faster than the competition because the competition, the other Companies Developing autonomous vehicles, are doing it mostly you know, theyve got 100 test cars, 600 test cars there. Tesla has got hundreds of thousands on the road. Carol i have to say, one data point stood out for me. Tesla customers have logged more than 1. 5 billion miles on autopilot. They are often pushing the limits, even though tesla says you have to be aware, you have to be in control at all times. We know, we have seen the stories of people doing other things while driving their tesla, but at the same time, tesla takes that data and can refine the software and spit out upgrades to these cars. This is kind of a constant loop that is going on. Jason self learning. Zach that is the theory, right . But this is also a company that up until very recently carol you sound skeptical. Zach i think we have to be skeptical of all these companies and try to kick the tires, as it were, about what they are claiming. And it may just be coincidence, but tesla until recently was telling everyone it was going to become super profitable by selling the by building the first massmarket electric car and selling those. It is building the first massmarket electric car, the model 3, but it is not profitable yet. So now, the focus is in this new direction. We are going to get to autonomy first. We need more time from investors. Carol what about its Safety Record . What do we know about that . If this is what everybody is concerned about and if tesla is saying, we know the way to do it, by throwing a ton of cars on the road, what is their Safety Record . Zach you would think that it would be relatively easy to tell because there are so many miles that they have already got under their belt, and tesla has such good data about what all these cars are doing. It is constantly talking to all these cars. But it is actually a mystery to outsiders exactly how dangerous this technology is. Regulators have basically up until now not taken any action. They opened a defect investigation that closed without ordering a recall or forcing tesla to make any changes. But it is actually quite hard to figure out how safe these cars are. And, you know, the kind of positive case is tesla says, look, humans are always supervising these cars, so you have all the safety of a human driver. It is just that the car is doing things to help you. Almost like antilock brakes or something. It is just an additive safety feature, but the skeptical case says, when you take so much responsibility away from the driver, they get lulled into a sense of complacency and they get distracted. It is actually very difficult to Pay Attention to supervising a system that appears to be working perfectly well on its own. Carol we want to bring in bloombergs kailey leinz. She has more on our cover story. Jason specifically, breaking down the number of teslas that are out there. Autopilot is everywhere. Kailey it is everywhere. The vast majority of the teslas that have been delivered do have some kind of autopilot hardware. If you take a look, nearly 700,000 of those cars are on the road. Only 49,000 of them do not have any Autopilot Software at all. That number has basically been level since the first version of autopilot was introduced back in 2015. You now have 100,000 that have that first version, and more than 520,000 that have version two plus. In aggregate all the autopilot cars have driven about 1. 5 billion miles on the road. The crash rate is low, but context matters a lot when we are talking about those accidents. Carol we are missing the full Safety Record. That is one of the points of zachs story. Still ahead, andrea illy, chairman of the 86yearold global coffee empire, we talk to him about tradition and innovation. Jason plus, the new skiers paradise. You are going to want to check this out. This is Bloomberg Businessweek. Jason welcome back to Bloomberg Businessweek. Im jason kelly. Carol and im carol massar. Join us for Bloomberg Businessweek every day on the radio starting at 2 00 p. M. Wall street time. You can also catch up on our daily show by listening to our podcast on apple podcast, soundcloud, and at bloomberg. Com. Jason and you can also find us online at businessweek. Com, as well as through our mobile app. Carol we turn now to a businessweek debrief. Andrea illy is leaving the global coffee empire started by his grandfather 86 years ago in italy. Jason what a history. Well, he wants to double illycaffes revenue in 10 years, but do it sustainably. He sat down with bloomberg editor joel weber in london. Andrea all business more or less starts with family. It depends on if you stay family or you go public. You typically go public one day, either because the family wants to withdraw, or because you need to raise liquidity, or something went wrong in the company has been sold. So i think that the family is good at managing the business. We can preserve control of the company for forever, possibly. There are businesses with 10 different generations still being private. There was even one association, which you need to be a minimum two centuries old to be part of this family business. Joel so you still have work to do . Andrea exactly. So, i think it is feasible. Joel when you think about how you do business and how other businesses could learn from you, what metrics do you think good should use to measure performance . Andrea i said in a sense before responsibility besides performance. And performance is about the value that you create. I was quite surprised this summer to see how this steel declaration has been received. The skepticism, and also i would say misinformation with which it was received because it seemed to list a very oldfashioned argumentation about supporting the theory of shared value. Shareholder value. If we consider the shareholder value is about increasing first of all, value, not profits. This is a totally different story. Value is the net. How much cash flow are you generating overtime . 10 years, 20 years . The net present value you are going to generate depends on the cash flow you are going to generate in this long period ahead. And the second variable involved is the cost of money. Lets make this parallel with sustainability. If you are not sustainable in the business, then you will have reputational damage, which will make you sell less because consumer buy less from low reputation businesses. If you are not sustainable, you are going to have higher costs. Because you have liabilities, and then you have to pay liabilities. So you are going to diminish your cash flow. If you have an unsustainable business, you are going to be more risky, so your cost of money is going to be higher. So you have both on the denominator and numerator factors which are worsening your net present value. It is complete nonsense to talk about profits or shareholder value without considering sustainability as a main value creator. And this was not written in the press. And i was surprised because if you do a finance course, you learn it immediately. Joel illy has a grand tradition of innovation. What do you think the next big thing in coffee might be . Andrea well, in coffee . I really hope that we will be able to give a substantial contribution to virtuous agriculture. This is why i am starting it. Enriching the soil with organic carbon, thanks to that, making better coffee. More resilience to climate change. And showing the way to the rest of agriculture that this is feasible and with very good results. Jason up next, the sport of kings. Talking about polo, but with a twist, this time on ice. Carol sounds like fun, i think. Plus, no more michelin man. We try on scaledback puffer coats. We had some fun. Jason we did. We looked great. This is Bloomberg Businessweek. Carol welcome back to Bloomberg Businessweek. Im carol massar. Jason im jason kelly. You can also listen to us on the radio on siriux xm, channel 119. Also a. M. 1130 in new york, 106. 1 in boston, 99. 1 f. M. In washington, d. C. Carol a. M. 960 in the bay area. In london on dab digital, and of course the Bloomberg Business app. We turn now to this weeks pursuits section, where it is about posh winter places and puffer coats. Jason we kick it off with playing polo on ice. Chris one of the best, most crazy events during the winter around the world is the annual snow polo in saint moritz. And it happens after davos, so a lot of people hop in their private jets and go there. It is sponsored by netjets and maserati and other luxury companies. It is a threeday weekend, it is a polo tournament. They clear off the ice and play polo all weekend. It is champagne and fur and parties and bling. The whole thing. Carol it sounds decadent. Chris it is really over the top. We cover luxury, and i had not heard of what they call a caviar bump, which is when they spoon caviar onto your fist for you to eat it that way. It is a thing. Carol it is like an upscale frat party. Chris you can get beers and bratwurst, or have somebody put caviar right onto your hand. Jason it is not just for the ultra decadent. You can go for the regular. Chris it is one of those spots on the global ultrahigh net worth calendar, but what they are trying to do is make it accessable to anyone. If you are there, you are local, you live nearby, you can go for free, actually. Although tickets in the grandstands can cost up to 700 swiss francs. But you can get a beer and watch this crazy sport of kings. Jason if you are not doing that, you are probably thinking about skiing. Everybody is always looking for the next place. Zurmat is so 2018. What is the new place . Chris there is this place that has been in Development Since about 2007. It is quite an old resort, but it kind of fell out of use by most people in the 1980s. It used to have a military base, then the military base closed. It became sleepy, and this egyptian billionaire actually looked at the place and was like, you know what . I could develop this. This has all the bones of an amazing resort. So he developed a hotel, the hotel jetty, he built a golf course. And he got a special dispensation to allow foreigners to buy second homes there, which you cannot really do in switzerland. Basically over the past few years, it has become more and more of an international destination. And of course, it is a cute old swiss town, so it has all the charm you want. But it is actually kind of untouched. Now they are replacing the old lifts with gondolas. It is an amazing place. Jason and it is big. Chris it is really big. They are actually connecting more mountains with gondolas and stuff so you can connect to other resorts, too. Jason it says the interconnected ski area, ultimately 180 kilometers, 112 miles of slopes, and 33 lifts. That is two more than vale. Chris dont tell vale. Carol and cool hotels and places to stay . Chris there is a small chain that is quite big and glamorous and new, but there are some old ones, like the hotel sonne, which have been around forever. Even though the cheti is the new thing, all the hotels are pretty psyched because more people are coming. Jason we should point out, not all the locals are thrilled, it sounds like, because this was one of those throwback places, well hidden, secret gem for the locals who knew it, now it is all commercial. Chris that is the story of a lot of these ski resorts. Like whistler, everyone is worried it is going corporate. They are all charming, independent. As they get bigger, it is good for the businesses, but it loses some of the character. Carol speaking of characters, the puffer coat getting a makeover. You just feel like the michelin man. Jason you think of people in new york city bouncing off of each other in the wintertime. But make it fancy. Carol but you guys have nice versions. Chris the question when it gets to winter in style that we get asked the most is, what is a cute puffer coat . Which is kind of an oxymoron. Carol the newsroom goes silent. Chris and one that doesnt look canada goose. They all look the same. They have that same look. So we went out and tried to find some other puffer coats that dont look the same and are trim and tailored. We found a few, and i brought some in case you guys want to try them. Carol we will try to describe them for radio. For those folks on radio, please go to bloomberg. Com or buy the magazine. Check it out so you can see the pictures. Chris one of my favorites is by this brand called perfect moment, and it is 490. It has got this herringbone read and blue and white pattern. Carol i am trying this on. It is like digital herringbone. Jason it is very short. Chris it is short. Jason that is because you have jeans on. Chris you wear the ski pants that zip, that go up to the top. One of my Favorite Brands is called aztec mountain. This is the designer from a fancy fashion brand. Carol thats a jason kind of coat. Are these unisex . Chris the one you are wearing is for women, and jasons they have for men and women. Carol look at the little yoga hands. Chris the little elastics that cover your hands. Carol jasons is all blue, that is 750. Mine is about 500. Chris like a puffer, but more hardcore. That is called the nuke suit. That is 1500. And i have one from mamut that is 800, and it is the blingiest. Carol are you going to put it on . Chris is putting it over. [laughter] chris it is definitely and it is so warm. Carol kind of like a solar panel. Chris this is in the range of a normal if you are wearing a nice winter coat, it will cost you about 700. Carol i feel like you are seeing more puffer coats, but they are stylish. Chris and brands like Saint Laurent are getting into this because they know people want something that looks nice. A lot of them are really cute. Jason and like you said, cut in a different way. This took us back to the previous season. Carol we saw the best jacket. We need to take a picture of this. The tuxedo jacket. Jason the beach blazer. The winter version. Jason the tailoring carol they are laughing at us outside the studio. Jason when you go to a ski shop or whatever, everything you try on, you are kind of Walking Around like the michelin man. Carol but you do see a lot for women cropped jackets. They are still warm, but chris you would have to wear your skip bib. You could not just wear your ski pants. The one that jason is wearing, we know we have people who want technical coats, but a lot of people want something to walk around in. How often are you skiing versus Walking Around in new york outside and are really cold . Jason Bloomberg Businessweek is available on newsstands. Carol also online. Jason what is your mustread . Carol my mustread is juul. Only because there is so much we dont know about the origins of juul, and this story lays it all out. Jason i am not going to have a mustread because i have a mustgive gift to celebrate you and your 20th anniversary at bloomberg. In my role as bureau chief and your cohost, i hereby present you with your 20th anniversary block. Carol i was wondering where my block was. 20 years, i love bloomberg, mostly because of the people who are here. They are amazing. Jason check out our podcast. It is available at apple podcast, soundcloud, and bloomberg. Com. Carol more Bloomberg Television starts now. Taylor im taylor riggs. This is the best of bloomberg technology. Where we bring you all of our top interviews from this week in tech. Coming up, highlevel negotiations between washington and beijing begin again this week. We dig into the issues of intellectual property and u. S. Companies that do business with china. Plus, zuckerberg to testify. The facebook ceo will appear before lawmakers this week on