Some headlines we write only to amuse ourselves. On the opening page of the Do section in the February issue, there’s a small drawing of a bull rider on a bucking bronco—a callout to the Professional Bull Riders rodeo happening Feb. 8-10 at the Honda Center. The image comes with a text box that requires a headline and a snappy, one-sentence description. I came up with “PBR Me ASAP” for the headline, a riff on the Pabst Blue Ribbon tagline. Unfortunately (or fortunately), I took the advice of one of our sage copy editors, who said, “Too obscure. Waaaay too obscure.” Alas, I am no Banh Ki moon. My subconscious attempt to unite the hipster and cowboy constituencies in punny brotherhood has failed .