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David Amerland

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From 'Fantasy' to 'Reality'

Everyone who ever had an imaginary friend understands the problems brands face in making people believe in their values. Dive in and find out why branding is a myth that actually works. 
SEO's profile photoDana Mandatova's profile photoManuel Matos's profile photoRobin Kirkley's profile photo
Certainly worth taking the dive, lots of little goodies in there!
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Antman Entertains

Marvel is on a roll these days with its universe being constantly realized on celluloid, its separate characters and their microverses filling out a grander picture where super-heroes really exist. Super powers and exotic sciences are real and they all happen to be aware of each other and, occasionally, participate in each other’s worlds.

Green Arrow ( frequently brings in The Flash ( and vice versa and Antman continues the tradition by lightly referencing The Avengers and their latest outing: Comic books brought to screen take away the element of suspense from the storyline. We already know the story. We know the background of the characters. We know their struggles and victories and their powers and weaknesses. So why do we watch them? We watch them because we want to see if the mental movie we played, as fans inside our minds was as good as the best of our cinematic wizardry can bring to bear.

This doesn’t mean we come prepared to accept anything provided the special effects are right. The need to bring the characters to life is still important and it’s important that their actions on the screen make as much sense within the parameters of their universe as they did when they were just panels in a comic book storyline.

Paul Rudd is probably an unlikely choice for an action superhero but he manages to pull it off most of the time. Michael Douglas brings in some old, star gravitas and Evangeline Lilly adds a touch of feminine strength, becoming the love interest without giving in to the stereotypical slide into helplessness from which she needs to be saved.

It’s Corey Stoll ( however who manages to steal the show, delivering a performance as intense as it is believable, creating the kind of villain you want to see punished and generating the necessary polarity that makes the show’s expected fights, compelling viewing.

Antman is neither deep nor perfect as a movie. But it is enjoyable and that is really about the best you can say for any superhero film Hollywood serves up at the moment. Its open-ended ending is the usual call for a franchise to start, whether it will really take off remains to be seen of course.

Right now you want to know, should you see it? With all the above caveats in mind the answer is yes, do.

(3.5/5 stars)
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It's the inevitable time of year when we all are going to drink a little at a Christmas party. So how does this mix with fitness and training? Well, dive in. Find out. :)

h/t +Neila Rey
Alcohol and Fitness
No matter how hard we train and how well we eat at some point, most of us are going to face the question of alcohol. Unlike food which we can somehow excuse if it’s not quite ultra-healthy, alcohol is one of those socially acceptable extras that we know we shouldn’t indulge in but which most of us do.

Well, we can shelve the guilt and the anxiety about having derailed our fitness plan because, really, alcohol is not quite as bad as it is made out to be. Like most solids and liquids which we can safely ingest it plays a role in our dietary health, it helps balance some of our nutrition thanks to the bioflavonoids it contains and it can even protect our cardiovascular health.

Alcohol Calories – A Double-Edged Sword

What everyone asks when it comes to alcohol is do liquid calories count? The reason there is such confusion in alcohol calories lies in the fact that heavy drinkers as well as alcoholics do not appear to put on weight even when they drink an equal amount of calories that they get from food. Now, alcohol (which is essentially ethanol - two carbon molecules bonded to six hydrogen molecules and one oxygen molecule) is a paradox in the way it is processed by our bodies because the body essentially treats it as a neurotoxin and tries to get rid of it rather than digest it.

But now let's look at the science behind it all. Alcohol is not digested like other foods. Once alcohol is swallowed, it travels down the esophagus into the stomach and the small intestine. It avoids the normal digestive process and goes right into the bloodstream. About 20 percent of the alcohol consumed is absorbed in the stomach, and about 80 percent is absorbed in the small intestine. Because it is metabolized by the liver it can actually leave the body within a few hours (depending on the amount of alcohol you have drunk) plus its effects depend upon the blood volume ratio, so a taller man, for instance, will need more alcohol to begin to feel its effects than a smaller one who simply has not got the same volume of fluid in his body.

Because the body has no way of storing alcohol and an increasing accumulation of it is dangerous, it has to be metabolized. That’s a job that falls entirely to the liver. When the amount of alcohol in our bloodstream keeps on increasing because we are, let’s say, at a party and the shots keep coming, it finds its way to the brain where it breaches the blood/brain barrier and begins to affect the motorcoordination centers and the reasoning parts of the brain. That is the point where we actually begin to feel the effects of drunkenness (slurred speech and poor coordination as well as bad decisions).

If we are not heavy drinkers or if we are slowly sipping a glass or two of wine with a meal the calories contained in alcohol are indeed processed by the body and count in our total calorie intake from food and its consumption goes into the production of cellular processes and adenosine triphosphate (ATP) which our bodies use as energy. If however we drink considerable amounts of alcohol or if we are heavy drinkers in the sense that we drink a few glasses of wine daily the liver has a way of dealing with it through the microsomal ethanol oxidizing system. This, in effect converts alcohol into heat that is either used by the body to maintain its temperature or simply dissipated as heat.

The microsomal ethanol oxidizing system makes sure that the calories from alcohol do not count. Great as this may sound there is a serious downside to it. When the liver is super-optimized like this to deal with a heavy alcohol intake, its chemical compounds are not being used to deal with other toxins in the body which slowly accumulate. Furthermore, the high concentration of microsomal compounds react with other environmental and food intake substances to produce toxic compounds that attack the liver causing cirrhosis. Cirrhosis of the liver is a serious medical condition with life-shortening implications, so deciding that drinking a lot, regularly is a cool thing because the alcohol calories do not count is definitely not a good idea.

In addition the calories derived from each type of alcoholic drink are different. A glass of dry wine, for instance, will contain a lot fewer calories (though the same alcohol content) as a glass of sweet wine. The sweet wine is further fortified with sugars that increase its caloric content. A similar difference applies to, let’s say, malt whisky and a liquor cocktail with the latter being a lot sweeter.

A Little Alcohol is Good

As is often the case moderation is actually more than just a good idea. There are studies that show that specific types of alcohol, like red wine, for instance, drunk with food, have a beneficial effect on the body's cardiovascular health due to its strong anti-oxidant action and the high concentration of phenols (which help guard the health of major arteries). Other studies have also shown that other forms of alcohol (and beer is included in this) are actually good for the reduction of something called metabolic syndrome which contributes to the development of diabetes type 2 in adults, heart disease and hypertension.

There are even studies that show low-alcohol drinks like beer when drunk after a heavy training session are a great way to replenish electrolytes. The finding, which comes from a study at Granada University in Spain, suggests that the sugars, salts and bubbles in a pint may help people absorb fluids more quickly.

Past studies have shown that sensible drinking of one or two units a day can reduce the risk of heart disease, dementia, diabetes and Parkinson's disease, while the ingredients of beer - which include malted barley, hops and yeast - are rich sources of vitamins and minerals.

A Lot of Alcohol is Harmful

If we drink a lot of alcohol on a regular basis however, drink-binge or get blind drunk on the weekends, for example, we begin to affect the digestive ecosystem of the mouth (it can lead to mouth cancer), the functioning of the liver (which can fail) and the kidneys (which can also fail). The impaired function of the liver leads to the build-up of toxins in the bloodstream that affect cell function so that our bodies can no longer burn fuel effectively.

Summing up

Moderation is key when it comes to including alcohol in your diet. You needn't be overly anxious about a few drinks with friends on a night out or at a party and even a post-workout drink may be perfectly OK from time to time, but regular drinking or the odd heavy drinking are definitely a bad habit you need to try and change.

A glass of beer after a heavy training session can actually rehydrate you faster, especially in hot weather.
Drinking lightly with a meal or drinking occasionally is beneficial to overall cardiovascular health but the calories from the alcohol actually do count.
Heavy drinkers process alcohol differently than the rest of us but end up dying young from a whole lot of other health complications associated with rising toxins in the body and impaired cellular and liver function, amongst other endocrinal system problems.


Metabolic Syndrome
Pint of beer good after a workout
Why the Body May Waste the Calories From Alcohol
Nutrition and alcohol
Perspectives: Do Alcohol Calories Count? (pdf)
The Neurotoxicity of Alcohol (pdf)
A Glass Of Wine A Day May Help Control Type 2 Diabetes
Health benefits of red wine (pdf)
31 comments on original post
MicheleElys Mer's profile photoPanah Rad's profile photoPhilip Hill's profile photoSantosh Patil z's profile photo
+MicheleElys Mer my father was tortured in Iran way worse than that for political reasons. What can you do. You survive and move on. It's ugly ugly out there.
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David Amerland

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Ever Wondered How eCommerce Got Started?

I mean, have you ever thought what was the first online transaction? Unbelievably enough the path from that first instance almost lost to internet antiquity (we're talking dog-years, remember) and now, involves Pizzahut (I kid you not!), a British granny called Jane Snowball (and yep, that is her real name) and Dan Kohn and, oh yeah, think pizza, eggs, cereal and Sting (the artist), in that order. Happy Black Friday! ;) 
Michael Mason (What No Website)'s profile photoBobby Hall's profile photoAlper KAHRAMAN's profile photo
I think it's mad and for what I charge local clients they're stupid to say no.

What I'd like to do is close them up in a closet and open the doors 3 months AFTER they have local presence on the web (I mean a website, local page and reviews) and believe me they'd all say TAKE MY MONEY.

The ones I work with bite the bullet for a few months, pay me and all of a sudden business starts coming in from people they've never met.
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David Amerland

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Your Faithful Robot Servant

"In a world of declining birth rates, robots could increasingly keep the young, and old, company.".

We are looking to devices to, at times, feel a void. 
The World Robot Conference in Beijing has drawn big crowds to its showcase of
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Cool robot ☺
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David Amerland

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Over at the #cloudwars community the Thanksgiving #SkyMonarch is considering just which turkey to pardon this year. ;) In the meantime remember all deliveries of tributes are to be in gold, silver and precious stones. We did receive some baby Unicorns in the past and we are still recovering from the troubles that caused us.
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Congratulations again +Kate Newton, sending some ingots :))
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David Amerland

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Maze Runner: Scorch Trials Takes Your Breath Away!

Ever since Harry Potter ( became the runaway publishing phenomenon of the century the pathway leading from young adult fiction to great cinematic cross-audience success has been legitimized to the degree that the moment a young adult novel series finds a fan base ( Hollywood is there waving its checkbook.

Admittedly this sounds more like a recipe for disaster than the beginnings of a great film franchise which shows, I suppose, how wrong we can be when we rush to judge stereotypical behavior. Plus as The Lord of the Rings ( proved, a book-to-film transition works, or not, due to execution rather than the reasons Hollywood greenlighted the project.

Maze Runner: The Scorch Trials opens moments after Maze Runner ( ended giving it a very powerful continuity curve. We haven’t got much time to remember what happened (and the film adroitly does not try to recap anything). Wes Ball ( helmed the first instalment in the franchise and here he shows off his sure grasp of the characters and their development arc.

Dystopian, post-apocalyptic novels cannot tell us anything more about the collapse of our civilization and the fall of our world than The Walking Dead ( has not already owned and the Maze Runner: The Scorch Trials does not even try. Instead it presents an eye-candy of a set piece after set piece, expertly staged and shot in such great detail that it actually makes the sense of loss of a great civilization feel real.

The pacing is immaculate. There really is no downtime to speak of and even the transition pieces are shot in such great tautness in storytelling that each only ratchets up the pressure and leads to the next moment of tension and mayhem.

The film is 132 minutes long and the time will really, really fly. The one caveat here watch this film on a 4K TV or go to a multiplex with digital high-resolution screens. I first saw this on an iPad-sized screen on a trans-Atlantic flight and then saw it again on a multiplex digital screen and the difference could not have been more pointed. There are details within details placed in each frame that actually pull you into the Maze Runner’s world and that, really, is exactly what should happen when you watch post-apocalyptic dystopian films. Right?

(5/5 stars)

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Another teenager movie.  I remember when I was teenager, teenager movies were mostly about adventure, space, and future.  Now days, it's mostly about being locked up and watched/controlled by somebody.  Hunger games, Maze Runner, Divergent...  Just like the other ones, this one had plenty of plot holes and over dramatic bad acting.
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David Amerland

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Using the light spectrum to transmit data

Five years from now it's quite possible that we will not need ADSL routers and wi-fi connections. The light spectrum is a lot broader and can transmit a lot more data, faster. Of course, you wouldn't want that lightbulb burning out. :)

Li-fi, a faster way to deliver internet access, has been tested in a real-life, working office in Tallinn, Estonia.
shane hartigan's profile photoSEO's profile photoEadon Shards's profile photoScott Brown's profile photo
An interesting side-note to this is that LED lights can be turned off and on in microseconds (or nanoseconds if you spend some time on your driver) and LED's can sense light from other LED's (acting as photodiodes.)  So we could just have all the led lights in our houses act as local area networks.
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+Tihomir Petrov with a very handy summary of the last HOA we had on semantic search issues. 
Deep Dive into the World of #SemanticSearch  w/ +David Amerland +Aaron Bradley  & Mike (from Upbuild)

Ok, first things first. I would like to express my sincere gratitudes to David, Aaron and Mike for the the opportunity to shed some more light on the world of Semantic Search and Semantic Web.

Second, for those of you, who haven't got the chance to be part of the HOA, here is the link to do that. I utterly advice you to do that asap -

Third, I would like to share some of the key takeaways I've managed to grasp in this thorough enlightening on the matter:

What is Semantic Search? (I would like to ask +Aaron Bradley to provide the definition he cited so we can have it on paper, so to speak in the community) - relationship between the searcher, the search query, the result/content and the intent and context. It’s all about nodes (links - value) and edges (sources/websites - authority) - move from links to link data.

Some other keywords by me: ontologies, taxonomies, Expertise, Trust, Authority, Influence and Authors/Creators.

How to use structured data OR

1) It can be used as a content structure of a page - let's say you have a product page and you go to and include all elements search engines consider as important on your product page. This is too smart, isn't it?

2) It helps search engines to understand better the content of your page. If you use product markup on most of your pages than you are definitely a destination for transactional type of search queries.

3) Rich snippets in SERPs - of course :)

4) Potentially, you can be "downgraded" if you use the markup incorrectly. Be aware of that. Even if the Google Markup Test Tool is showing you it's all ok, check whether you are not marking up content with the wrong schema formats.

RankBrain - when you consider creating your next Keyword Research think about RankBrand Google's part of the #Hummingbird  algorithm. Find out what concepts match together, what synonyms and abbreviations you have to discover and use, what semantically related words you need, what entities will help you to rank for more natural language search queries, loading times, etc. 

So, if some of the other participants remember something else from the HOA that made a lot of sense it would be nice to share it here so we can have it all in one place :)

I am looking forward to the next edition. Don't forget to join also the Semantic Search Marketing community -
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Good morning time here is 1448706136 ( ) ps.. Thinking here about time stamp 
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David Amerland

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Google+ changed a lot of things for me. Primarily it became key in my transition from traditional marketing techniques that I had began to detest to creating a real online conversation that delivers value to its audience. 
January 2012 was a watershed year for me. The Social Media Mind was just being published and I was staring at the usual …
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+Paul Lambros totally! That's why we need to evolve both in how products and goods are marketed and how we make purchase decisions about them. 
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+Mark Traphagen shares a pretty cool post on social media, its ROI and impact.

h/t +Robert Sababady
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Nike has had turkey! And now she's doing what needs to be done next. #thanksgiving
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Cats have it.
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Patras - Brisbane - Sydney - Miami - Perth - London - Athens - Saint Petersburg - Shanghai - Singapore - Prague - Barcelona - Corfu - Zante - Edinburgh -
Author, Speaker, Analyst.

The world is changing. Showing how is part of what I do. I travel a lot (less than I used to). G+ is my home in more ways than one. In one way or another, all of us here, are part of a vanguard that "gets" the change that's happening.  

In my posts, interviews and podcasts I add pieces to the puzzle. I explain how each one fits in a bigger picture. How that bigger picture then makes sense. 

Sensemaking changes everything.

Before I got here, I used to be a corporate rat who used to be a journalist, before I jumped ship into full-time writing, speaking and blogging. 

In my offline time I indulge a lifelong passion in martial arts, I run, hit the heavy bag and try to find the limits at which we can go without sleep and still function. I also visit as many museums and cafes as possible. Funnily enough I regard what can be found in both museums and cafes as brain food. 

Fitness is important to me. It helps maintain a level of sanity that would otherwise require pharmaceuticals or expensive therapy. I pay some of what it has given me back by running  a Fitness Community. I am also a moderator of Plus Your Business a community focused on helping business people get the most out of G+ and the semantic web. 

Speaking of semantics, I am the owner of Google Semantic Search a community I started to explore the implications of semantic technology in daily life (and there are many) and I also own and post a lot in the SEO Help Community.

Professionally I advise a handful of companies globally, blog for a number of websites, including Forbes,, and socialmediatoday and write for magazines and newspapers. 

I give about 50 talks, speeches and presentations each year and hold an annual seminar on SEO and Social Media (details to which you will find on my website.). I advise a couple  of global companies and a handful of startups on social media positioning and search strategies and I write for Forbes, 21CIT, Insights and a number of dead-tree newspapers. 

Some of the Events  I have been part of:
  • SEO in the Sun (SEO & Introduction to Social Media)
  • Manchester SES (SEO)
  • Business Group Digital Conference (SEO & Social Media)
  • Rutgers University mini-MBA (SEO and Social Media Crisis Management)
  • Shanghai APAC executive SEO & Social Media Crisis Management training.
  • MxDE Senior Executive Program, Zug (Piercing the Search Bubble).
  • SMX East (keynote speech on Entities in semantic search)
  • Semantic Technology & Business Conference panelist
  • SMX London
Associated with: 

Currently working on:
  • Working on a writing project about which I can't yet say anything. (Sorry)
If you made it this far you might be interested to know that now all of my writing is curated (without comment) at Prometheus. I no longer use RSS on my website and the G+ Page here gives me the opportunity to archive all my writing across the web.  I have, however, created an RSS feed for it so you can keep track of everything I write here.

The best way to reach me is through Google+ or my website:
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Basic Information
September 6
In a domestic partnership
Other names
'Hey You!'
David Amerland's +1's are the things they like, agree with, or want to recommend.
The Future of Google+ - Martin Shervington

The Future of Google+ is based around Collections and Communities. This Stream will help you connect with great people and ideas, broadening

What if Google+ took over the Open Web?

The pairing down of Google+ allows it to truly expand its reach.

Google's Real Time Search and how to use it for your online marketing

The coin of most business is information. What you do and how you do it often depends upon the quality of research you can carry out and you

A quick introduction to Machine Learning - Plus Your Business

Learn more and understand what is Machine Learning in this quick introduction with David Amerland.

Social Media Meltdown: The Brian Presley and Melissa Stetten Story

A non-story on a privat eencounter between two people highlights all the ethical and practical pitfalls associated with social media.

5 Reasons to Use Facebook Dynamic Product Ads

As you may have heard by now, Facebook has recently announced its latest feature to its advertising community: the Dynamic Product Ads. This

The Tribe That Discovered Trust

The Tribe That Discovered Trust by David Amerland

Customer Satisfaction and Loyalty: Structural Equation Model or One-Dime...

Causal thinking is seductive. Product experience comes first, then feelings of satisfaction, and finally intentions to continue as a custome

Dirty secrets

EMISSIONS of nitrogen oxides (NOx) and other nasties from cars’ and lorries’ exhausts cause large numbers of early deaths—perhaps 58,000 a y

There are several things that make a bar by the sea: First the sea. On this Mare Mare is unrivaled. There are tables that are practically within five steps from where the waves break. The setting has been nicely decorated and on a hot summer night it feels brilliant. Second, the service. You do want to feel that everything is as magical and special as the setting and sea and here, unfortunately Mare Mare fails to deliver. Water, comes in plastic disposable cups (and it's not cold). The waiters are not trained and although they do try hard, their best is not sufficient substitute for a system to working the tables that allows the patrons to get their drinks in time without having to wait for more than forty thirty minutes (for a couple of drinks) and an additional twenty (for ice-cream ordered at the same time as the drinks, which came half melted). Consider the fact that you do spend money there and the prices are not cheap, the level for service is deplorable. If you really want to enjoy the sound of the waves and the simmering play of moonlight on the surface of the sea grab a rag and a portable cooler and spend some time on the beach, just five meters away. It's free and you get to supply your own drinks, but then again you won't get frustrated by an order that will come in parts, late and be disappointing.
• • •
Public - 4 months ago
reviewed 4 months ago
Two-floor gym with some superb equipment and really friendly stuff. I found it by accident when I was looking for a place to train and I have been a member now for the last three years. Whenever I am in Greece it's where I can be found when not working. ;) It is professionally run, has great opening hours and the membership fee includes classes as well as the use of the equipment. Of the many gyms that can be found in Patras this is one of the best. You will not be disappointed.
• • •
Public - 5 months ago
reviewed 5 months ago
Dedicated staff and excellent exam results speak for themselves. There are not that many businesses that managed to grow during the recession in Greece - this is one of them.
Public - 10 months ago
reviewed 10 months ago
Googleplex has a feel and atmosphere that is uniquely its own. I had relatively little time to spend there but the place is totally addictive. It thrums with intent and everyone you meet is dead earnest about their ability to change the world and have an impact. Plus you really got to love a place where ideas simply flow across every conversation.
Public - 10 months ago
reviewed 10 months ago
12 reviews
Huge hotel with some history practically across the road from Penn Station, in Manhattan. Brief stay over three days it feels totally impersonal so if you want a more cosy feel this is definitely not the place to be. It is incredibly busy and often feels like a massive bus stop with crowds coming in and equally large numbers leaving. The lobby is massive. There is a concierge service but what they do exactly is hard to tell. A quick question on how to get somewhere resulted in my having to use my phone and Google maps any way. Then again this is NYC and the whole city feels like this. It adds to a s sense of imperative and speed that carries you along so you hardly notice the imperfections.
• • •
Public - 10 months ago
reviewed 10 months ago
Budget hotel chosen for its proximity to a speaking venue. Great bar and restaurant and the staff were extremely friendly. It was clean, efficient and lived up to everything one might expect from a place like this.
Public - 10 months ago
reviewed 10 months ago
No visit to Paris can be complete without at least one trip to the S=arc De Triomphe. I walked the route rather than drive and it allowed me to take in the Seine river barges that were very much Highlander in style (for those who know the TV series). Totally loved the change of the guard.
Public - 10 months ago
reviewed 10 months ago