s&p 500 basically flat on the trading session, less than a tenth of a point move to the upside, and the yield on the ten-year, ty is at 2.51%. >> have a great weekend, sue. "street signs" begins right now. >> lebron james goes back to cleveland, yes somehow the dow is still down you are get our point, folks, it is a big day in cleveland. to start the show, cleveland, this is for you! congratulations. all right. but in other non-lebron news, we're going to explain why it's unclear about the stock market and some people seem to always buy at the top. a new video show you why you

should never ever let a hotel valet park your $200,000 car. that means you, mandy. >> that means me. that might have been me in that picture. the big story today, lebron james is headed back to cleveland. if you do not think it is a big deal, it is. here's why. hind income is $73,000, the average p.e. ratio of a cleveland company is 23.5, so that means the market cap is needily 1.6 billion. okay, folks, this is where he would rank against other listed companies in the greater cleveland area. hyster yale, a materials handling company, and a. shul man. >> where he a little fun with that, right?

we found the average ratio about 21, it's kind of a cool way to look at it >> and another cleveland-based company. >> randomly preduke. completely coincidentally. they're dancing in the greenroom. we're obviously just having fun with it. >> can i tell you the nuts desk and i were sitting there. 6 we've been collecting man on the street sound. there's not anything else in the city of cleveland right now that people are talking about. if you turn on television news in any cleveland station, they're talking about one thing. that's le bronc james. he's a huge figure. >> and this is something that cleveland could use right now.

san diego's 50 years, cleveland is 49 years. no guarantees, but they will be by the way playing with a spectacular guard, who is an american born in melbourne. >> born about one mile away from where i used to live. obviously we're having some fun with the story, but this is a massesive -- are you surprised. >> this kind of takes me back to the mother "the godfather. in about a year or so, because they have lebron, and this is going to really -- we're looking

into the same thing in about two years. so i see a shift roughly speaking of about $100 million in stream value. >> i think the estimated value of the team is about $550 million. >> not anymore. >> what do you think it is now with le bronc? >> i would have to say at least $800 million. don't forget the bucks were sold for 550 and they are the lowest valued. that was about a month ago. this will really help the cavs. the heater now in a rebuilding mode form. >> you know what's interesting to me, i was checking on the a convince glance of the las vegas betting lines. now they are the favorites at 9:2, i see in some sports books. so there's a real time market to market.

and a championship contender. they get about another 2.7 million on the cap space. we're going to at more players. so i think they're definitely a championship. >> they did. they have andrew wiggins. what does this mean for hotel owners, restaurants in cleveland, retail? you've got to be happy for cleveland. >> yeah, they could use a break certainly, and for certainly those around the arena, this is good. when you get much beyond that, i

don't think it's significant. i think the big change is in the value of two teams with the respective owners. >> michael, a real pleasure. as i tweeted out, don't feel sorry for miami -- beaches, weather, boats. >> they've got it all. >> so michael, and mandy here's your champagne back. >> oh, it's empty. what? you drank it all? there's no way if that was full i would be picking it up like that. >> a double market flash. jackie, what do you got? >> good afternoon, guys. we're watching oil prices, and we are sidelining again today. under $10 a birr, brend crude now under 107, both wti and brent seeing weekly losses. traders are scaling there's a couple things happens here. the geopolitical rick, they are coming off the table, they are not worried aboutfully issues in the middle east as they once were, but also losses in energy

are mirrors something weakness we're seeing in u.s. equities. now energy the worst performing sector on the s&p 500 today, down about 1%. i want to point out some of the names that are losing ground as well. names like exxon mobil, chef rho and his also watching the xle. a lot of commodities have been deflating. let's get over to meg tirrell. >> check out shire, the company issuing the statement confirms it's held a meeting of representatives. it was up earlier on reports that these meetings had taken place, and the company has made four offers, just raised it against on monday. it's about a $51.5 billion deal, so confirming that they're taking place.

it is also trading up earlier, now is about flat. back to you guys. >> meg, thank you very much. still ahead, a big business divide inside the republican party. the great larry kudlow will join us. he probably won't talk lebron, but -- >> we could try him, though. the mist require chart is here. and hands down, the most cringe worthy video of the day. e financial noise financial noise

financial noise financial noise

lookie here. maybe its lebron james rally, maybe it's the janet yellen rally, maybe the summer friday rally, maybe it's not a rally at all, but the dow is up, still up eight points. we were down -- i'm not making a sear casic comment. i'm saying that's still quite a turnaround from the last couple sessions from the open to where we are toward the end. you're welcome. >> he's going to pay a lot more in taxes. you know that. zero income tax in florida and 5.5% income tax in ohio. >> we've been talking about lebron james. that was not a big enough win for cleveland. the republican national committee announcing earlier that cleveland will host the 2016 rnc convention. but right now there's a growing divide inside the republican

party when it comes to big business. john harwood, tell us more. >> one of the big questions since the 2012 elegislation has been whether or not the establishment republican party can seize back the initiative from the tea party win. establishment republicans include big business. they have done a lot better at the ballot box in some of these contests than they have legislatively, look at this list of priorities. first of all immigration legislation as reflected by the op-ed today. got the highway bill held up, the extension of that bill, the highway trust fund is about to run out of money. they still haven't agreed on how to extend it. you've got the xm bank, now in the crosshairs to the chagrin of boeing and other companies since the defeat of eric cantor, and big business is very impatient with this, and they're trying to figure out ways to prod the

republican majority to act more quickly, especially in the house, here's tom donohue, the president of the u.s. chamber. >> i think we have significant influence. all of to do is look at the recent primary elections. we are going out and ensures them, encouraging them and motivating them. we'll all look forward to see how that happens. if you think that was a sort of a careful answer, you're exactly right. >> of course the long-term question is if business will continue to be frustrated, do they shift over for the democrats? maybe there's some point at which that happens, brian, but i think we're a long way away from that, because business has so much in common on issues of regulation and tax rate. i think that will overright. for now it's a split. john harwood, thank you very much. now let us officially bring in senior contributor larry kudlow. john mentioned tax rates, you

mentioned tax rates and the gop is bringing its talents to cleveland. >> i was just going to say that i really want lebron to speak at the republican convention about the need for more tax rates. >> unlikely. >> he might. he couldn't do any worse than clint eastwood. in fact on the questions of taxes and the economy, lebron couldn't do any work -- >> that's a slam dunk. >> the rest of it, john is right. i can tell you one thing. xm, i want to kill xm. xm is corporate welfare. >> you're not talking about xm/sirius, you're talking about export/import bank. >> you're right. corporate welfare, chronny capitalism, only a hat handful of companies get these loans. >> unfair playing field. >> thank you.

>> and by the way, when you follow it through economically, it actually costs us jobs. boeing may get more business, delta will lose jobs, and the ceo of delta said that. by the way, five, ten of these guys are up for corruption charges, there have been bribes, fraud is going on. listen to this. here's who we're giving the money to. 7.3 billion to china, 10.4 to our good friends at saudi arabia to finance terrorism? wait, 1.8 billion for our great friend in russia, vladimir putin. my favoritings dlrks 2 billion for venezuela, which is a communist country. this one the chamber is wrong and we should get rid of it. it's chronny capitalism, corporate welfare. get rid of it. >> okay. >> okay. we have a lot of topics. let's move along and talk about our highways. >> please -- or lack of. >> for brian's sake who comes in

a grumpy mood every morning. >> i think it's appropriate that the donkey and elephant represent or political parties, because those will be our primary mode of transportation soon if construction improvements are not made. >> i like that >> i agree, i have a highway plan, i agree with that. i would like to phase out the gasoline tax all together. >> larry? >> why? >> listen to me. free market reform. i want a mileage-based system. not all vehicles are the same. the heavy big guys and the trucks, they're the ones that rip up the road. ordinary drivers don't. you can do this with ez-pass. >> there's app.s that will track it. >> you can do it right on your app., that's exactly right. mileage based. yes, they will pay a fee. they will pay a fee based on their mileage. >> this is larry kudlow's idea.

is there any idea base odd that? >> california has a proposal -- >> by the way free market think tanks are promoting this. the other thing is, i want the states -- >> big problem with that idea >> i wanted states to have more power. the states should vin had show, in several ways, by the way. the state should run the construction priorities, not the federal government. the state should get rid of the davis bacon ways laws, which makes us pay way too much. if the states want a gasoline tax, fine. >> states or private sector? >> good point. we're moving towards an era of toll roads. we have them in ohio, that's very close to my mileage based fee system. toll roads are an idea of the future. i believe it was mitch daniels who started this revolution. >> they sold the toll roads. >> you can lease them back. in other words, these are all ways of raising money for

inextra structure. >> people think because i thought the tax should go up, i'm supporting higher taxes. your idea, which i can agree with in certain principles, will never go anywhere, because lower income people often live the further away for cheaper housing, so it becomes more regressive of a tax. >> if you can prove that did you lower income is a relative term. most people would argue the truly low income live in center city. >> california. >> look at l.a. >> i just came back. >> victorville. 100 miles each way. >> i was at stanford for the last week on a hoover institute fell oship. they was great roads down there. >> there's pros and cons. we just need something. >> take this out of the hands of the federal government which can manage nothing, and put it in

the hands of the state and go for the fee-based ideas. if the states want a gasoline tax, fine, let me vote on referendums. let's do immigration. >> no, we can't. unfortunately would you have run out of time. >> we've got to do immigration. i want immigration reform. i am a reformer. many of my conservative friends do not agree. i thought the editorial was a little vague, but pretty good. low-hanging fruit, brainiacs h 1 b vias, the college students who go to our grade schools, let me stay. >> we've got to go. how about auction them off to the highest bidder. dutch auctionsh million. >> no. >> why not raise the people if people want to come here bad enough? >> i don't think intellect should be bound by money. i'm not saying that it is. >> no, it doesn't have to be all of them. >> young engineers who will start new companies, 40% of the great new companies are started by immigrants, shouldn't have to

pay -- >> it's prohibitive. >> you have the same system and then add more on. >> no, i don't like that. that's very elitist. i'm surprised at you. what i want to do is figure out, by the way, unfortunately these kids at the border have got to be returned. we have to have sovereign rights, and then give legal standing to the 11 or 12 million who are here, let them speak english, pay taxes, give them legal standing unfortunately many of my friends don't agree. it's pro-growth. it's pro-growth. >> we love talking to you, as larry. >> i'm all swelledy now. >> it's a workout. >> we just had a workout. >> yeah. it's already empty its all right. all right. >> i haven't had a drink in 19 years. >> i'm putting it away. >> 19 minutes. still ahead, how to predict a market crash, a new study says

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all right, the low for the dow in the do you, we are not at 16,924. simple math, i hope i'm right, tells me we're up about 64 points. hardly a big move, but still off our low. we in the media like to fanned answers. if anybody tells you they are 100% certain of something, you can be certain that's not true. that's okay. that was basically the theme of the morning note, so let's bring matt in. we loved your point, which is basically it's okay to not be 100% certain about what's going to happen with portugal, europe or china, but what do we do about it if? we've kind of shrugged off a

lot of bad news in the last six months or so, but this thing is a bit more, you know, could become more of an issue we won't know for a long time if it turns bush but the one thing that contends me, the european financial stocks are down 1%, so they're telling us there's something out there that's concerning them. they're on their lows for the year. it tells me let's be carb after these great moves. >> and credit where credit is due, matt. i've been shouting out for quite some time ignore europe at your own peril. so good work there. linda, you do not know whether or not there will be a pullback, but you think there's a high likelihood, but 5% from record highs, wouldn't be the end of the world, would it? >> no, it wouldn't.

gooding to what matt had said, you know, it's never easy to figure out what the market is going to do. there's so many pieces of information out there. we've all been waiting for the correction, the 5% to 10% correction. waiting for a correction than it does enduring the correction. what we have said is we're focusing on the prize. the prize is for us s&p 500 at the end of it all, it all comes down to corporate earnings, and the price i'm willing to pay for them. corporate earnings at a record high. so far we're seeing good news coming out, and the price we're paying for earnings is not that high, so there's no reason not to remain bullish. there will always be noise around us. i guess the e for earnings, if europe does that, right? couldn't we see valuations spike and all of a sudden the market doesn't look cheap, or even fairly valued? >> europe has a lot of problems.

europe in some ways has been a trade. we love the usa. the usa has an accelerating economy, with growing -- with inflation under control, and the piece of the puzzle that has been missing in the usa is finally there. that's job growth. so we've always said, you know, europe is -- their problems is a have not gone away. >> speaking of europe, matt and apologies to folks on the radio. what we've got is this, the dow jones industrial average versus the german dax and spanish ibax. the european markets have turned down do you believe there would be a divergence? >> i think the u.s. markets are just lagging. we have -- in the second quarter of 2007, and then of course it

just all fell off the cliff. we're starting to see issues with the consumer, several companies obviously making negative comments there, and obviously some issues out of the europe, and kine as well. so if things start to turn down, the big problem is we still have leverage in the system and in the stock market that's near all-time highs. so as we learned in some of the high flyers in the spring, again in the bond market in the summer, when the under winding takes play, it can knock down the market pretty quickly. >> and the s&p has not had a drop of more than 10 percent in more than two years, and guess what it was, we need to leave it there. >> both time. great to have you on the show. ahead, if you saw the show yesterday, you might have seen this downgrade coming. >> do not forget about today's mystery chart. the stock is up 7%, the second clue has also been a buyer, not a buyee, a buyer during that time. the answer, when we return.

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let's talk the street. news, views and andist recommendation. number one is a biggie, procter

& gamble downgradedal wells far fargo. >> we have an ohio theme going on. >> i wonder why. i hate ohio state and virginia tech will beat them in september, but that aside, the estimates to p & g, they see the valuation range cut, so still a little up side, stock is down 0.4 of 1%. finish line downgraded at sterne agee. down 4%, so sterne agee also cutting tips, say trends appear to be shifting toward lower-priced shoes. hey, you never know, maybe le bronc and nike will come out with a new shoe. >> who knows. >> this is the name we talked about yesterday, shares of brinker getting a downgrade from our friend at oner lick securities. bob was on this show yesterday, and brian, you asked him if eat

should be a sell. let's listen. >> do we sell because of this? itches that's a fair question. my belief is that they are the low cost provider, it's a very good management team, they've had very good operating trends. they'll make a calculated response, but i don't think they'll have to give food away to be able to respond fairly to it. >> you see, he didn't really answer the question, but you know at that point he probably knew he was going to downgrade it, and there's no way he could say it, so broadband, we love you. bob notes risks and headwinds from encroaching competition. we talked about that pricing war. all you can eat wings on monday. still a little up side on the parent company. we love bob. we'll take him to the all you can eat specials anytime. let's talk rich ross at auerbach gracin. rich, it's a technical stock, a high-volume stock, a liquid

stock. how do the technicals look? >> for me they are all technically driven. this is a conviction sell for me. when we bring up a one-year chart, i'll show you exactly why. yes, you can see the strength here. we broke above that 100-day moving average. nice performance over the last year, but on a year to date basis, brian, up about 6% or 7%. that's trailing the semiconductor index, you can see that well-defined trading range we have settled into, that resistance, we continue to struggle with it up top. now we have broken below that trend line, you want to use that 100-day moving average and generate a confirmed sell signal on the break below that low end. more importantly let's look longer term. that 100-day moving arches, we changed the -- i think that's a pull back back to the 100-week moving average, where prior

resistance now becomes support. that's the type of summer correction we obvious sigh, and that's what we'll get with qualcomm. >> what's the fundamental case for qualcomm, really quickly, erin? >> i don't see it quite as disastrous as rich does. this this was only downgraded to a buy, and also s&p 500 capital research downgraded this also to a buy back in april when they effectively missed their revenues, but beat their earnings. this this is about a delay. the sales haven't -- chinese consumers aren't buys as much, the network upgrades to 4g and lte. there's also been delays in purchasing, basically waiting for the iphone 6. we expect all of this pent-up demand to eventually come around, but probably not until the fourth quarter of this year of our calendar year. so we see this as still a buy, long term, 12 months, targets still look great, but it mae

underpurchase the market as well as the index for the next three months or so. >> understood. thank you very much. be sure to check out the online edition in partnership with yahoo finance. up next, perhaps one of the first real explanation for why bubbles happen. a love the people tend to buy at the exact wrong time. the author of a fascinating new study that literally goes into the minds of investors. >> the stock is up more than 8% now so far this month. final hint -- it is a growth stock. tdd#: 1-800-345-2550 trading inspires your life. tdd#: 1-800-345-2550 life inspires your trading. tdd#: 1-800-345-2550 where others see fads... tdd#: 1-800-345-2550 ...you see opportunities. tdd#: 1-800-345-2550 at schwab, we're here to help tdd#: 1-800-345-2550 turn inspiration into action. tdd#: 1-800-345-2550 we have intuitive platforms tdd#: 1-800-345-2550 to help you discover what's trending.

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one last look at our mystery chart. . arch are daniels, like planting the seed of investments. >> its buying ingredients make wild flavors. >> adm doing well. wells fargo reporting results, for the first time in nearly five years, earnings were

lower in the previous quarter. the ceo will be been on "closing bell" with bill and kelly to explain exactly what happened. >> look who's here? that's sue >> i apologize. >> that's all right. the brand-new ceo at wells fargo, and he has his hands full. he admits people are not buying homes at the pace they're used to the the commercial loans came out strong this last quarter. think about it, if you're going to be buying or selling a home, especially if you owned your home a long time and you have a very low mortgage rate, would you want to sell right now? maybe people are judd hunkering down because of that. >> wages have not gone up. >> we're going to talk to him about all of that and when perhaps revenue will get better, because the street punished the

stock. not by much today. >> come join us at the top of the hour. >> see you then. for decades psychologists and economists have struggle to understand bubbles. joining us, reed montague, who co-authored a study with cal tech, looking into the brain waves of invests and experiment as economics. reed, a real pleasure. thanks for coming on the show. i read the summation with great interest. it was very complex, tell us what the results are that you found? >> we did something inch. >> i had cash that under an interest rate. the trick was during that

experiment, which was spread across the country, we are scanning the brains of at least three of the participants in each of the markets. groups of peach. in the context overvalue or union value or wrongly value things going on. how does it differ versus those who keep buying no matter the price. >> the first thing we found was that everyone's brain tracks the price bubble. that's significant because in this particular experiment, the fundamental value of the stock was absolutely clear and transparent the entire experiment. yesterday we had bubbles that went way above 100 a subset of

these guys had essentially warning signals going on, and -- everyone that didn't have that went through the bubble, lost everything they had form the ones with these warnings signals, they were the ones with the most money in the experiment. >> would it be fair to say, reed, whether it's dutch tulips, whether it's gold, railroads, or maybe hows of ten years ago people are often city buying even when everything in their body and brain tells them they know it's overvalued. >> a lot tine ago. a long time ago group behavior was a pretty good proxy for value. if you're at a field and eating the yellow flowers and 98% of everyone else is reading the red

flowers that becomes as proxy for the value of the red flowers. that's built deep by into our nervous system. our big cortex, our big brain, we can overcome that. you're basically finding instincts -- >> i guess the scary conclusion to me, read, no matter what we do, there will be bubbles unless we change our brains. >> there will be bubbles, yes. >> can i get a go hokies? >> oh, right, virginia tech, go hokies. i'm a new hokieivities we love you anyway, read. thanks very much. >> thanks for having me. that was interesting. >> absolutely fascinating. because the value of that investment didn't go up or down. it was always $14. >> the story of a company with a $4 million market cap, no real business, was worth $6 billion,

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it is a strange, very strange story of a stoke soaring 25,000%. now it might be over. >> i think it is all over, at least as far as people who wanted to trade. we were all over this yesterday, so was the whole market as a stock trading for six cents a month ago -- sorry, was suddenly, we're over here, suddenly trading in the high teens. the s.e.c. sunk sync. it's a temporary halt, though, the halt because of the concerns regarding the accuracy and adequacy of information in the marketplace and potential manipulative transactions in the stock. it didn't take a brain surgeon. cynk appears to have no office, no employees, to attorney, less not anymore, yet took off like a rock. people were still buying yesterday.

here's what's weird. there was very little in the way of paid promotion, no press release, none of the usual warnings signing that regulators work for. the s.e.c. does have a mike roar cap fraud tack force. one of the things that they look at, according to sources is volume. even as the price of cynk was skyrocketing, the volume was almost nonexistence. that's the day an outfilled called aim high research highlighted the company. the stock average just 78,000 shares a day the following week and 69,000 last week before hitting 386,000 yesterday at which point the s.e.c. stepped in. one possible, according to some estimators, is that cynk was about a pump to happen, but it went viral. i don't know what that said about the market or the fact this is july or what, but

personal seem to want to latch on to it. >> stay right there we want to bring in the prosecutor, and you're own joe, yes, it was classic pump-and-dump fraud. we do not know if cynk is fraud, but what do you think investigators would be looking for right now to confirm whether or not that is the case? >> well, you make a good point, obviously, and we don't know what it is, but it certainly has the idea that they're going to look to. as your colleagues mentioned a few minutes ago, the s.e.c. does have a task force that focuses on this. they're going to look for any kind of indication that promoters or no, ma'amnys holding stock were engaged in behavior that was causing the rise of the price, because that's what they're going to need in order to make a manipulation case against any of the principals of this company. >> and what happens to the people who lost money, if, indeed it was fraud? >> well, that usually does not

end well for them, whether it was fraud or not. there is a limit to what they can recover. first of all, there is a limit in what you can recover. if it was fraud, typically, those who engage in the fraud, if there is one, the money is moved very far away from the company. even if it wasn't a fraud, it would be difficult. >> herb, here's my issue, okay? listen, and i don't know if we were the first ones to call the building or not. who knows? zero hedges on this before us, business insider. blogs were on to this. we got a hold of it, we made some reporting ourselves, sort of the media, whatever you want to call it was all over this story. now you've got the s.e.c. jumping in. any trader at home with a td ameritrade account probably has a price alert. why was the sec supreme court.e? why was blogs and the media able to dig into this and all of a sudden, the s.e.c. jumps in? how do they not spot a company that goes up 25,000% in three weeks? >> well, i think scott sort of laid that out, because of the lack of the volume, the lack of some of the things you would

have expected to see. but i think once the press got on to it, they were there. look, they just put out a press release today that they nailed a bunch of promoters on a dinky company called ammo gear or something like that, with similar characteristics. i want to say one thing. one thing scott said that's important here, he talked about a company called aim high profits. when you go to these pay stock sites, i think it's very important to go to the about, who we are. and if they don't tell you who they are, who the people are, they don't give you faces and names and histories, you're on to a possible promotion, and that's what aim high, scott, by the way, did not have, and that's what so many of these don't have. makes you wonder if they're run by somebody in, you know, russia or some other country. >> mm-hmm. >> they have a whole page of disclosure that it actually says there's an inherent conflict of interest because they may be paid in stock. but it's confusing, because there wasn't the kind of promotional activity that the regulators look for. and the fact that the volume was so low is something that -- i mean, they're looking at thousands of penny stocks, the

s.e.c. is. >> right. >> and so, if you look at the day that the volume got over 300,000-some shares, which is still low volume, and they jumped on it, they actually moved pretty fast. that doesn't help the people stuck holding this or trying to short it, but they did move pretty fast on this. >> look, this was a summertime promote that went viral with that low volume, and it just became a great story. it was -- you know what? and also, if you look at a lot of the stories we look at today that are not penny stocks, that are really tough to really dig into, you know, this was the low hanging fruit for everybody to go after, because it was such a great story. >> yeah. >> there are others that don't get quite the attention. >> too tough on the s.e.c. my apologies. >> not necessarily. okay. thank you very much to you, scott. thank you, herb. and thank you very much, joel co coen, for your commentary as well. up next, the most cringe-worthy crash that we've seen in a very long time. i'm going to say, actually, for me, ever. [bell rings] ♪

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is with the parent company, rpm international. by the way, folks, you're based in cleveland, on. hf ohio, so lebron james is back, congratulations! let's talk about the product, because last year, you came on with this fantastic product, okay? and we tried this on some shoes and put all kinds of liquids, like pasta sauce and just plain old water on the shoes, and it just rolled straight off. it was great. problem was, it left kind of a white, rubbery film. >> exactly right. >> so, this is bigger and better, your new product. tell us more. >> this product, again, we were on last summer and thanks so much for having us, has done phenomenally well. it works on wood, metal, concrete, everything, but as you said, had a little issue with shoes, so we've come up with a whole new product a year later. showing them to you guys first, exclusive again. >> yep. >> and we have for you a one-step application. one is for boot and shoe, just boot and shoe. >> yep. >> one is for fabric. and one is for auto upholstery.

>> and it does not change the feel or look of the fabric. >> get in there. >> let's do a quick look-see. okay. so, this here -- >> your shoes. what is that? >> this is the untreated shoe. put it in the water. >> the shoe is not treated. >> okay. it comes out wet and gummy. this is the treated shoe. let's put it in and see how it looks. look at that. it rolls straight off. >> you look at a shoe girl, right? very expensive shoes -- >> take this off. you're heightening, okay? stop heightening. >> there it goes. >> very expensive shoes. and you're running to the car, it's raining out. look at this. you've saved yourself a lot of trouble. >> amazing. >> i'm holding your shoes. this is really how far we've fallen. >> the shoe and the boot -- >> here's the wet one, the neverwet one. cool! you can totally see the difference. >> what is wrong? tell us more about dollars and cents here. how many of these have you sold? what's the market for this particular product? what are you hoping for? >> sure. well, without specific numbers, we launched this last year first

time. we had no money, no dollars on it. and it was the biggest launch in rustoleum's history. this year we're coming out with this new, simpler product, one-step application, and it is currently selling three times, 3-1 what this one was selling last year. >> three times. you look like a kind of guy that could use a product like this. >> i've got a lot of things that could use that. i mean, probably me, too, just spray it on my body or something like this, you know, racing cars outside. but this is very cool. yeah, i wanted to show the things. >> there's a big difference. you can really tell the difference. >> there's literally no -- you can't see anything. >> there's no residue whatsoever. it's completely dry. it's completely water and liquid repelle repellent, right? >> absolutely. then we have -- again, that's for suede, leather, any type of shoes at all. >> pretty cool. >> what's the secret ingredient? >> it's a fume silica, which is a term we use. it's very safe to use. >> not dangerous if you breathe it? because as you're spraying it,

it tends to go up your nose a little bit. >> very safe. not a problem. that's the shoe. we have fabric, and that's for any cotton or wool, nylon, everything else. and it's -- i'll give you a quick demonstration here. >> we'll have to finish up with that demonstration because we're running out of time. >> cushions outside. you leave them out overnight, and this would be the untreated one. you can see how wet that is. that's an issue. next day you come in, you've got a problem. >> and the treated one? >> treated one, you come back and -- >> and it rolls right off. >> no issue. >> fantastic. i'm sure some of our viewers will be interested to seeing this in the store. >> is this straight water? >> it is. >> watch out, gentlemen! >> it's not vodka. ed and ron, thank you very much for joining us with the product and thanks for watching "street signs," guys! >> thank you. take care. and wait until you see what they have us do this hour. welcome to "closing bell." >> you never know. >> i'm bill griffeth here at