Let's play the game "Who said it, and about what?": "It was a silly gimmicky thing." "Ridiculous." "I was embarrassed by it. I think most people at Hearst were embarrassed by it." "I was embarrassed that the Esquire name was on it." "That wasn't great, that was just ridiculous." "This Mickey Mouse light clicking on an off. It's not an idea." "When will they learn, oh lord? How long will it take for them to learn?"

All quotes from George Lois—the man who designed all of Esquire's greatest covers—about Esquire's recent, blinking, plastic "cover of the future." That's unfortunate, Esquire, you must be very disappointed at being PWND!!1! Watch the Lois interview with Ad Age here. He's cranky about other things too.