Min-maxxing, looksmaxxing, and Nixon-maxxing, with Roger Kreuz

1221. This week, we talk to Roger Kreuz, associate dean at the University of Memphis, about the "maxxing" craze. We look at how it started with min-maxxing in 1990s gaming culture, how looksmaxxing spread from the manosphere, and why it isn't quite a suffix. Then we look at what that second X is doing, why "Nixon-maxxing" might be peak maxxing, and why a brand picking up your slang usually kills it.

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