Excuses, become buddies with someone at a tire shop. That should cover your costs to mount/dismount and even the cost of a used tire you can smoke to a point you're waiting for it to blow.If only tires were cheaper, I'd smoke one or two just for fun. But generally they're so bad for your tire tread.
I think that was a good ad, it was just about as crazy as they can make it in a street situation without projecting the wrong image and encouraging the wrong things, although we all know what we do as individuals on the street
If they can encourage reviews and rider feedback, even hosted on their own platform, that would be even better since at the end of the day that's what really matters.