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Giving birth was the most amazing thing I've ever done. I'd been living in a Third World country, and I said, 'I'm going to just squat behind a tree.' I basically did that but in a chair in my living room. I didn't want a sterile hospital room. I didn't want doctors. I had a midwife.

Giving consumers the choice of having it all in one big bite means different viewers are in many different places in the book, making it hard to discuss without spoiling the plot. The intervals between first-run programming provide a space for communion and that tantalizing sense of anticipation.

Giving feels good, but it's also good for the bottom line. Charity is a viable growth strategy for a lot of companies. Our customers get excited to be a part of what we're doing. If you ask anyone wearing Toms how they first heard about us, most won't mention an advertisement; they'll say a friend told them our story.