The custom battery design that cost hundreds of thousands in Chinese R&D. The refrigerated trucks used to haul the magazines from Mexico to Kentucky. The fallback to finding a sponsor to defray costs — in return for an animated ad. If the managers at Esquire publisher Hearst Magazines want to spend time and money on a project that Wired probably already rejected as not worth it, that's their business decision. But the mag's blinky 75th anniversary cover is a massive letdown. Instead of a new slogan for the ages, the million-dollar signage simply says, "The 21st Century starts now :)." Yes, they put a freaking smiley on it. Party like it's 1999. (Update: Reader Keymaster corrects us that the icon some of us mistook for a smiley emoticon is actually an arrow done in reverse foreground/background from the letters.)