"That's the idea," Ben said with a nod. "But it's a pretty complicated process, you know. I don't make the liquors, we've got people for that. So maybe I read up on some creature, come up with the perfect name, and say 'hey, I need you to make something that gives the person who drinks it a forked tongue' — or, you know, whatever effect would fit," he explained as they headed towards the check out desk. "And maybe they can make it work, or maybe they can't figure out how to do it, or maybe they can figure out how to do it but then it tastes like trash," he said with a shrug. There was also the possibility that they could figure out how to do it, but with the potential for fatal side effects, but Ben thought it best not to advertise that. They tested all of the effects out before releasing them to the public, and the formula hadn't been lethal very often. He didn't want this bloke getting the wrong idea and steering clear of Jewell products in the future.

"So then it's back to square one for me," he said lightly. "Hence the huge stack of books."