34. Store-Brand Products

A fraternity’s budget includes broken windows, liability insurance, chili dog breakfasts, and the occasional $40,000 DJ. Zachary Crockett crashes the party. SOURCES:Anthony Anderson, member of the Sigma Alpha Epsilon fraternity.Danielle Logan, owner of Fraternity Management.Charlie O’Neill, member of the Sigma Alpha Epsilon fraternity.Stephen J. Schmidt, professor of economics at Union College. RESOURCES:"If Student Deaths Won't Stop Fraternity Hazing, What Will?" by Ben Kesslen (NBC News, 2021)."Social Animal House: The Economic And Academic Consequences Of Fraternity Membership," by Jack Mara, Lewis Davis, and Stephen Schmidt (Contemporary Economic Policy, 2018)."How Fraternities Exacerbate Inequality," by Jillian Berman (MarketWatch, 2017)."18 U.S. Presidents Were in College Fraternities," by Maria Konnikova (The Atlantic, 2014).Inside Greek U.: Fraternities, Sororities, and the Pursuit of Pleasure, Power, and Prestige, by Alan D. DeSantis (2007). EXTRAS:"Freakonomics Radio Goes Back to School," series by Freakonomics Radio (2022).

How does bail work — and who's really paying? Zachary Crockett follows the money. SOURCES:Joshua Page, professor of sociology and law at the University of Minnesota.Steven Zalewski, criminal defense attorney and co-owner of Affordable Bails New York. RESOURCES:"Does Bail Reform Increase Crime in New York State: Evidence from Interrupted Time-Series Analyses and Synthetic Control Methods," by Sishi Wu and David McDowall (Justice Quarterly, 2023)."Profit Over People: The Commercial Bail Industry Fueling America’s Cash Bail Systems," by Allie Preston and Rachael Eisenberg (Center for American Progress, 2022)."All Profit, No Risk: How the Bail Industry Exploits the Legal System," by Wendy Sawyer (Prison Policy Initiative, 2022)."A Debt of Care: Commercial Bail and the Gendered Logic of Criminal Justice Predation," by Joshua Page, Victoria Piehowski, and Joe Soss (RSF: The Russell Sage Foundation Journal of the Social Sciences, 2019)."The Economics of Bail and Pretrial Detention," by Patrick Liu, Ryan Nunn, and Jay Shambaugh (The Hamilton Project, 2018)."Selling Off Our Freedom: How Insurance Corporations Have Taken Over Our Bail System," by Color Of Change and ACLU’s Campaign for Smart Justice (2017)."Inside the Wild, Shadowy, and Highly Lucrative Bail Industry," by Shane Bauer (Mother Jones, 2014). EXTRAS:"To Catch a Fugitive," by Freakonomics Radio (2011).

So many vehicles on the road today are white, black, or gray — but automotive designers find that consumer preferences may be changing lanes. Zachary Crockett surveys the lot. SOURCES:Tom Crockett, classic car enthusiast.Mark Gutjahr, global head of design at BASF.Nikkie Riedel, carline planning manager at Subaru of America. RESOURCES:BASF Color Report 2023 for Automotive OEM Coatings."Beige on an S.U.V. Will Cost You, but for Pickups It’s Golden," by Roy Furchgott (The New York Times, 2021)."A Brief History Of Car Colors — And Why Are We So Boring Now?" (Consumer Reports, 2018)."The Link Between the Colour of Cars and the Economy," (The Economist, 2018). EXTRA:"Car Washes," by The Economics of Everyday Things (2023).

Americans love to buy new stuff and hate to get rid of old stuff, which is why storing it all has become a $45 billion business. Zachary Crockett cleans out the garage. SOURCES:Zachary Dickens, executive vice president and chief investment officer of Extra Space Storage.Anne Mari DeCoster, self-storage consultant.Kara Kolodziej, self-storage unit tenant. RESOURCES:"A Fifth Of Americans Rent Self Storage, With Millennials Overtaking Gen Xers In Generational Storage Wars," by Francis Chantree (Storage Cafe, 2024)."Lessors of Mini Warehouses and Self-Storage Units Show Significant Financial Gains During COVID-19 Pandemic," by Ben Chandler and Robin Enlow (United States Census Bureau, 2024)."The Fate of Oversupplied Self-Storage Markets and How to Pull Back From the Brink," by Frank DeSalvo and David Perlleshi (Inside Self Storage, 2023)."A Pandemic Space Race: Self-Storage Roars Back," by Ellen Rosen (The New York Times, 2021)."Need to Store That? Booming Self-Storage Industry Says No Problem," by Liam Pleven (The Wall Street Journal, 2015). EXTRAS:Storage Wars, TV series (2010-present).Auction Hunters, TV series (2010-2015).

The background noises you hear in film and TV — from footsteps to zombie guts — are produced in specialized studios by professionals known as Foley artists. Zachary Crockett makes some noise. SOURCE:Gregg Barbanell, foley artist at Universal Studios. RESOURCES:"The Weird, Analog Delights of Foley Sound Effects," by Anna Wiener (The New Yorker, 2022)."The Strangest Foley Sounds in Cinema," by Amber Gibson (ACMI, 2021)."The Man Who Makes Hollywood’s Smallest Sounds," by Zachary Crockett (Priceonomics, 2015). EXTRA:"No Hollywood Ending for the Visual Effects Industry," by Freakonomics Radio (2017).

Those letters at the end of web addresses can mean big bucks — and, for some small countries, a substantial part of the national budget. Zachary Crockett follows the links. SOURCES:Vince Cate, technical contact for the .ai domain in Anguilla.Kim Davies, Vice President of Internet Assigned Numbers Authority Services and President of Public Technical Identifiers at ICANN.Tianyu Fang, contributing editor at Reboot. RESOURCES:"The Two-Decade Fight for Two Letters on the Internet," by Jacob Judah (The New York Times, 2024)."Whose Domain Is It?" by Tianyu Fang (Reboot, 2023)."How a Tiny Pacific Island Became the Global Capital of Cybercrime," by Jacob Judah (MIT Technology Review, 2023)."The Tropical Island With the Hot Domain Name," by Rachel Metz (Bloomberg, 2023)."The Never-ending ccTLD Story," by Peter K. Yu (SSRN, 2003).

The verdant lawns promise everlasting rest — but what does it mean to sign a lease for all eternity? Zachary Crockett finds out where the bodies are buried. SOURCES:Terry Arellano, co-founder and president of Cemetery Property Resales, Inc.Jeff Lindeman, C.E.O. and General Manager of Mountain View Cemetery.Tanya Marsh, professor of law at Wake Forest University.Maureen Walton, founder and president of The Cemetery Exchange. RESOURCES:"Los Angeles Burial Crypt Near Marilyn Monroe, Hugh Hefner on Sale for $2 Million," by Stephanie Nolasco (Fox 10 Phoenix, 2023)."Why the Brooklyn-Queens Border Is Full of Dead People," by Keith Williams (The New York Times, 2017)."Death in the City: What Happens When All Our Cemeteries Are Full?" by Ana Naomi de Sousa (The Guardian, 2015)."Our First Public Parks: The Forgotten History of Cemeteries," by Rebecca Greenfield (The Atlantic, 2011)."Selling a Burial Plot is a Grave Decision," by Erin Peterson (Kiplinger, 2010). EXTRAS:"How to Be Better at Death," by Freakonomics Radio (2021).

Relocating halfway across the world is hard enough for humans. For pets it can require a specialist. Zachary Crockett waits at the airport, holding a sign saying "Fluffy." SOURCES:Amelia Barklow, owner of two pet ducks, Wobbles and Bean.Mike Gays, managing director of Global Pet Relocation.Gemma Tappin, pet relocation consultant team leader at Global Pet Relocation. RESOURCES:"Service Dogs Are Allowed on Planes, but There Are Some Requirements to Get Them There," by Zach Wichter (USA Today, 2023)."More Dogs Die on United Than on Any Other Airline. Here’s Why," by Martine Powers (The Washington Post, 2018)."Emotional support peacock denied flight by United Airlines," by Daniella Silva (NBC News, 2018)."Banned by Many Airlines, These Bulldogs Fly Private," by Christine Haughney (The New York Times, 2011).Pet Travel information, by the Animal and Plant Health Inspection Service of the U.S. Department of Agriculture. EXTRAS:"Should You Trust Private Equity to Take Care of Your Dog?" by Freakonomics Radio (2023).

More and more Americans rely on prostheses. They’re custom-fitted, highly personal, and extremely expensive. Zachary Crockett investigates. SOURCES:Jordan Beckwith, YouTuber and advocate.Eric Neufeld, owner and medical director of Agile Orthopedics. RESOURCES:"Medicare Coverage of Durable Medical Equipment & Other Devices," by Medicare (2024)."Limb Loss in the U.S.," infographic by the Amputee Coalition (2022)."A Robot Hand Helps Amputees 'Feel' Again," by Jeffery Delviscio (Scientific American, 2019)."Differences in Myoelectric and Body-Powered Upper-Limb Prostheses: Systematic Literature Review," by Stephanie L. Carey, Derek J. Lura, and Jason Highsmith (Journal of Rehabilitation Research and Development, 2015)."Local Coverage Determination: Lower Limb Prostheses," from the Medicare Coverage Database (effective 2015)."Variation in the Care of Surgical Conditions: Diabetes and Peripheral Arterial Disease," by Philip P. Goodney, Nino Dzebisashvili, David C. Goodman, and Kristen K. Bronner (Dartmouth Atlas of Health Care Series, 2014)."Estimating the Prevalence of Limb Loss in the United States: 2005 to 2050," by Kathryn Ziegler-Graham, Ellen J. MacKenzie, Patti L. Ephraim, Thomas G. Travison, and Ron Brookmeyer (Archives of Physical Medicine and Rehabilitation, 2008).

Interest in houseplants has exploded in recent years. But what causes floral trends, and prices, to grow? Zachary Crockett sows a few seeds. SOURCES:Justin Hancock, director of research and development at Costa Farms.Brian Williams, co-owner of Brian's Botanicals.Sarah Williams, co-owner Brian's Botanicals. RESOURCES:"Bidding Wars and $1,000 Succulents: The Wild World of Rare Houseplants," by Hannah Holland (The Washington Post, 2023)."Houseplants Boomed During the Pandemic. Gen Z and Millennials Say the Popularity Is Here to Stay," by Lucia Starbuck (KUNR, 2022)."The Most Iconic Houseplant Trends Through the Decades," by Wretched Flowers (Architectural Digest, 2021)."Meet the Plantfluencers," by Penelope Green (The New York Times, 2018).