“In a discreet building in downtown Los Angeles, 18 subjects were instructed to watch a strange video featuring a synth-laden soundtrack and natural imagery interspersed with glimpses of Coors Light cans.” Are advertisers going to infiltrate our dreams? (If they are, can we try a better beer?)

+ Olga Khazan in The Atlantic: What It’s Like to Get Worse at Something. “I had been skiing since childhood. Why was I suddenly bad at it?”

+ A look at the March Madness shoe deal breakdown. Jordan still knows how to win.