In what Motherboard describes as “the next frontier in mindless consumption,” YouTube stars Jake Paul and RiceGum are shilling for a site called “Mystery Brand,” which invites those with more money than sense to buy “real-life loot boxes”: instead of a virtual item, customers are allegedly rewarded physical goods, which include everything from Intel processors to Lamborghinis. “A customer doesn't know what exactly the box contains until they pay.” At one point during Jake Paul’s video promoting the store, he spends more than $2,000 total on two boxes only to receive two Apple Watches worth less than $500 each. But it never curbs his excitement. Later, when he gets his boxes in the mail, he acts as if he had completely forgotten what he won. Mystery Brand paid Paul to make the video promoting its website. A small disclaimer appears in the bottom left hand corner of the video and in the description below. We don’t know what Mystery Brand paid Paul, but another YouTuber—KeemStar—tweeted that they’d approached him and offered $100,000.