our family still has no answers. they're still saying the case isn't completely solved. maybe if they took the time in the beginning we wouldn't be in this predicament today. >> maybe there are no more answers, no reason to keep digging up the past. just leave it rooted right where it is, and let the spanish moss grow. >> that's all for this edition of "dateline extra." this is an nsnbc special series. cool. just appealing or something more? can you touch it? buy it? become it? >> who gets to decide what's cool and what's not? >> look for the person who's doing something that no one else has done. >> it's magic. >> every brand wants you to believe they have the edge on

cool. >> they'll do anything to prove it. >> don't just try and sell me something. you have to tell a story. that's where i want to be. there's where i want to go. >> we got to have something new. otherwise you go stale. >> and in the fight for your love, the showdown can get ugly. >> there is always a new start-upcomi kocoming after you. ♪ it comes down to how well it competes. taste makers and trend setters are locked in a battle for survival of the fittest. >> i think what makes rivalries cool, whatever the rivalry is you're in the middle and you got to choose one.

>> in 2006, one of the most iconic rivalries of all-time is immortalized. >> hello. i'm a mac. i'm a pc. >> this pc is getting an upgrade. >> hey, a camera nice. >> it personified the pc and the mac in these two characters. >> pc, you're up. >> justin long was young, successful, good looking, everything you would aspire to be if you bought an apple computer. >> i heard that steve jobs saw me in a movie and felt like i reminded him of a version of himself. he said there was a cool and an uncool archetype.

>> it represented an epic battle of the nerd. >> man, cool is very attractive and is very addictive. everyone the nerds want to be cool. you want to be a cool nerd. >> bill gates founded microsoft in 1975. steve jobs started apple one year later. their rivalry was already decades in the making. >> bill gates versus steve jobs. bill gates was the quintessential computer programmer kid. he grew up in seattle, washington, in a fairly privileged household. he was kind of checked out and removed socially from what was going on. we have a name for that today, the computer coding kid. >> by the time he was 28 he turned microsoft into a powerhouse by licensing the software to other companies. by 1980, microsoft was balling, cranking in millions every year.

>> bill gates was not charismatic, but he was a very, very hard worker, very, very bright. he was getting his revenge on the entire world. he was a ruthless, ruthless businessman. >> eventually everyone will use the computer. >> if gates was the uber geek, jobs was the ultra renegade. he had a vision of using human technology to tap human potential. >> what we're working towards now is the ability to amplify another human ability. >> steve's vision was very much a '60s hippy vision about using technology to empower people against the government, against corporations. even at that early age, in his late teens, early 20s, he was already bringing people into his

orbit and launching apple. >> before apple computers would fill an entire room and ibm sold companies and corporations, gigantic machines that needed teams and teams of people to run them. there was no such thing as a computer for a person. >> back in the day, technology wasn't as common place thing that you carry around with you. >> and when you're ready to travel, macintosh can easily go along. >> being a computer nerd meant you were a very specialized sort of person. it was like being the person who knew how to prepare rockets for nasa. steve jobs and bell gates, they had a shared common mission, which is putting computing into the hands of the normal person. >> the race was on to get a pc on every desk in america. while bill gates was focussed on building software, steve jobs set his sights on transforming the image altogether.

>> a computer was the embodiment of uncool. this was the cold mind of the corporation. calculating, depersonalizing us, putting everything in these punch cards. that's the sort of genius of the macintosh computer in 1984 is they take that understanding of the computer and stand it completely on its head. all these people who appear to be brainwashed, staring at a screen with a gigantic man's face talking. and then along comes a woman dressed like an olympic athlete, swinging a hammer. literally destroying the, you know, the cools of the mass society. that's a great brand image. >> by the mid-'80s, apple had already put two major computers on the market. but on january 24th, 1984, jobs

pulled back the curtain on a revolutionary product. >> we are introducing the third industry milestone product, macintosh. >> it initially caused a lot of buzz, a big splash. people were amazed by this graphical interface. no one had seen it before. it was so easy even a kid could use it. it was underpowered and overpriced, and it almost failed. >> for all the hype, for all the articles, for all the love fests over the macintosh not that many people owned a computer. >> a year after macintosh hit stores, weak sales and infighting at apple caused steve his job. meanwhile, back in seattle, bill gates seized the moment. >> for the next decade, microsoft released a series of operating systems. and in 1995, they unveiled the

crown jewel. >> the key is to make it easier to use your personal computer and let you get at more of the power that's there. >> windows 95 was the first time that microsoft really got the graphical user interface right. it was much more stable than previous versions. it was much easier to use and it was much better looking. it sold like hot cakes and it made the windows pc the first time as easy as a mack, but it was lot cheaper than a mac. so this was the last nail in apple's coffin. >> steve jobs wasn't ready to surrend surrender. he would turn to apple in 1997 when the company was on the verge of bankruptcy. jobs needed cool. >> steve jobs always understood that his product was more than just the hardware. it was more than the software. it was the story and that part of his job as a celebrity ceo

was to tell a story about his product that embodied who those people, his customers, wanted to be. and they wanted to be cool. >> steve was much more comfortable being in front of the camera. so, therefore, you attached this human quality to mac and people believed in jobs and they believed he would fix things and solve things and make great products. >> this is imac. >> it was huge in computing. it was the first computer people wanted to put in their living rooms. they wanted to put it out and display it. >> apple one upped the competition with a simple message, to be yourself, to be cool you needed a mac. >> i knew this day would come. >> in 2006, after 20 years of facing off against microsoft, jobs was still using that rivalry to define a brand. >> come on. big operating system.

>> when apple added 56 mac versus pc ads. but ironically the joke started to backfire. >> if you watch them, what you ended up thinking was that the kind of overweight and lonely guy playing pc was hilarious and great and you wanted to hang out with him and the guy playing apple was just a jerk. >> i agree with you. i would hear that in different forms that, oh, you think you're cool. i'd rather hang out with this guy. i was like, me, too. >> after being labeled uncool for so long, microsoft finally struck back. >> microsoft hired this very becausy outside agency to create an ad campaign to counter apple's ad campaign. from a business perspective, this was a pretty risky thing to do because this could totally backfire on them. microsoft was at this point the butt of everyone's joke. >> i'm a pc, and i am not alone. >> i'm a pc. >> pc. >> pc.

>> pc. >> pc. >> i'm a pc, and so is my mom. >> individuals who were legitimately cool or young or sweet stood up and said, i'm a pc. young people everywhere got this image that, oh, it's actually pretty cool to be a pc. was this rivalry which played out so publically even material for these companies financially, or did it just happen out of the dirty rivalry that existed out of these companies. >> we, the consumers, were drawn to the drama and took our sides. but ultimately both apple and microsoft benefitted from their relationship as adversaries and equals. >> you see many pictures of the two of them staring a stage, being quite amicable. they knew there was more than enough playground to play in. >> so much of what is cool comes out of the world of technology. there has come a point where we

have now acknowledged the per docks that the uncool are the coolest. with every product is a battle behind the scenes. and when it comes to sneakers, forget about it. it's an all-out war. owners always smiling? because they've chosen the industry leader. subaru outback holds its value better than any other vehicle in its class, according to alg. better than rav4. better than grand cherokee. better than edge. make every adventure a happy one with subaru outback. get 0% apr financing on the 2018 subaru outback.

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right now are cool. >> why are these cool? nobody has them. nobody has them. >> trainers, kicks or tennis shoes, whatever you call them, you got to have them. well, you and everyone else. >> there are a number of different conventions that are getting bigger and bigger. this is an opportunity for people that have this shared passion to buy and sell sneakers, trade amongst themselves. there is kind of an obsession that develops. >> every year thousands of sneaker heads gather to pay homage to a precious commodity. this is the passionate front line of the estimated $55 billion industry. >> size 11, $250. >> it is one giant convention where everybody loves the same thing and everybody can talk,

buy, sell, trade shoes and just the love of shoes. >> i think when people look at you, they always look at your shoes. so that's the one way to tell. >> these go for $600. >> it is mini real estate. you get them for retail, flip it for $3,000. >> turns out, sneakers have always been about one thing. status. >> fashion has changed much more in sports since the early 1900s. >> the first customers of sneakers were the upper classes and the emerging industrialist classes. they wanted to have footware that expressed they had something that nobody else did, which was the opportunity to play. everybody else is working all the time. so early sneakers were expensive because rubber was expensive. and they were used for sports like lawn tennis, maybe croquet. so, in fact, the beginning of the sneaker is a story of

status. >> by the '50s and '60s, sneakers were mostly made by canvas and worn by kids. but a cooler customer was putting them on the map. >> if you went back to the time i was growing up, athletes made shoes cool. dr. j wore the converse one star and he practically invented the slam dunk. so whatever he was wearing was super school. >> the beginning of my career, i wore dress shoes to the office. about 1994 i stopped. it was a huge generational shift somewhere in that period where casual ware began to assert itself against the formality. the sneaker plays a functional role outside of the field or the corridor, the track. it becomes part of your public

self and has a clear function and opens itself up these rarefied and distinctive calculations like cool. >> adidas, nike, puma, vans, they all grappled for cool status at one point. the original rivalry was between siblings. >> they came from humble beginnings, running the family shoe business out of an old factory in germany. >> in the 1930s, rudy dassler and his brother are working together. they already had success on putting shoes on athletes in previous olympics. they had a very severe falling out. so they broke their association. and adi went on to create adidas

and puma. >> when i was young, one of the things you did when you got some money is you go buy a fresh pair of sneakers. for me and my peoples and my brothers and sisters, you had to make a choice between pumas and ad adidas. >> it was at this point that adidas in particular becomes cool. the price point was quite high. >> cool is not just looking at the product in ice lausolation. so is adidas cool? that depends. how does it fair against nike? >> nike started out as a niche athletic shoe company.

they staked their image on an nba rookie who denied gravity. you may have heard of him. michael jordan. >> without michael jordan there is no sneaker community. what a lot of people don't know is michael jordan was first approached by adidas to do a deal and wound up getting a bert deal at nike. >> on the court jordan seemed endowed with super human powers, powers that translated to dollar signs. >> ready. and action! >> tapping into his extraordinary talent in creating a brand just for him. >> that everyone could have a piece of. >> in 1984 a young rookie michael jordan signs with nike and the air jordan brand is started. ♪ playing in the playground. >> when i was a kid, wearing my nikes just walking down the street you felt cool. and it wasn't because i believed if i put these on i'm going to

jump as high as michael jordan but because you felt a part of something higher than yourself. >> strong, versatile, stylish. the air jordan quickly became an icon. so intoxicating the new editions made the news and sparked the arrival. >> not everyone got on the bandwagon. >> me personally i thought there was nothing cool about them. i didn't understand people selling their souls to the devil just to get a pair of jordans. to me i was like what's the big deal? >> was adidas cool because they were cool or because run dmc was rocking them? >> nikes rival come from the street where sneakers lived. (♪) okay you gotta be kidding me. hold on, don't worry, there's another way.

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[ screams ] ♪ [ laughs ] ♪ whoa, whoa, whoa. your one item would be the name your price tool? it helps people save on car insurance. why wouldn't it save me? why? what would you bring? a boat. huh. from the moment they hit the market, nikes air jordans dominated the sneaker world. but they would be challenged.

not by an upstart. by some ogs. >> when we did the my adidas song, i didn't want to just do a song about i'm dmc and i got money and more sneakers than you. we wanted to do a song about our favorite sneaker. it was like these sneakers were a part of us. everybody always wants to know why my adidas and not my pumas or my nikes. nike didn't raise an eye withdraw to me because it was only about adidas. >> they drew inspiration from an unlikely source, a 50-year-old european shoe brand. >> it was a subtle expression of

strength and power. but adidas, they were invincible. you could get one pair of adidas. all you needed was a toothbrush and some soap and you could have one pair of leather adidas sneakers survive for maybe two years if you took good care of them. we related that to our durability of surviving in the ghetto, in the hood, in the mean streets of new york city. >> shell toe adidas no laces is an iconic thing. so in 1986, adidas is in the toilet bowl as well as sales in

america, 2% market share. and a curious executive flies over and goes to this run dmc. when run performs my adidas, 18,000 kids hold up adidas. and the executive sees this, and he's blown away. and it changed the way brands look at artists, hip hop artists in particular, to be a part of their advertising campaigns or their brand campaigns. >> they say my adidas was the start of sneaker culture, but i say it is the start of the awareness that the whole culture existed in the first place. >> we took the beat from the street and put it on tv. it gave all of those sneaker experts, all those sneaker

wizards, all those sneaker psychos a platform. so we kind of opened up the door to the basement and let the culture out. >> this thing called hip hop. they went from the streets of new york to the rest of the globe. >> hip hop was cooler than anything that came before it and being young, i wanted to be about something different. to me, whatever run dmc was rocking at the time was cool. to shell toe adidas no shoe string was the coolest. i didn't want no shoe string for about a year and a half after that. >> like apple versus microsoft, the sneaker world has been good for everyone. >> the sneaker market today is a benefit of those wars that came about in the ' 80s.

>> this will just give us more operations. >> $100, $100. >> sneaker giants gave us more choices and elevated the shoe from possession to obsession. >> well, there is an expression in the sneaker world, you know, one to rock, one to stock. in the sneaker head world buy two pair, put one on ice, as they say, in the closet and sell it a couple years later and that will pay for the other day. >> it is this system where they can collect numbered series of shoes. if you have a one and then you have a two, you create anticipation for the three. so it sets up that idea that you can collect that you can desire that you can wait for the next release. it also allowed men to now play with the idea of self-expression

through fashion starting at their shoes. >> and self-expression would play a part in another heated rivalry. one that unfolded in living rooms across america. >> we'll be back in just a moment. areer in construction. but i couldn't bear my diabetic nerve pain any longer. so i talked to my doctor and he prescribed lyrica. lyrica may cause serious allergic reactions suicidal thoughts or actions. tell your doctor right away if you have these, new or worsening depression, unusual changes in mood or behavior, swelling, trouble breathing, rash, hives, blisters, muscle pain with fever, tired feeling or blurry vision. common side effects: dizziness, sleepiness, weight gain and swelling of hands, legs, and feet. don't drink alcohol while taking lyrica. don't drive or use machinery until you know how lyrica affects you. those who have had a drug or alcohol problem may be more likely to misuse lyrica. now i have less diabetic nerve pain. ask your doctor about lyrica.

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trump and putin are hours away from their summit. they will first hold a private one-on-one meeting without u.s. or russian officials, only translators before a larger meeting. and france meet croatia becoming the 2018 champions. this is the second title they won in 20 years. their first win was in 1998. now back to "story of cool." since americans first turned on tv, the rivalry for higher ratings has been constant.

but in 1950s, americans could tune into the major net new yorks. ultra high frequency. >> one staple caught on. after school dance party. >> almost every big city had an after school tv teen dance show where kids danced and they played the newest music, usually hosted by djs. >> it was very simple times. innocent kids. one of the worst things we ever did was sit in the back of a chevy and make out. the dances that we did were the jitterbug, the cha-cha, the slow dance, the stroll. it was the 50s, so nobody was

really outrageous. >> in 1957, a local philadelphia dj persuaded abc that the dance party could go national. his name dick clark. the show, "american bandstand". >> hi. welcoming you back to "american bandstand." >> and almost immediately bandstand became a hit. >> it is best remembered for mainstreaming teen pop stuff. you watched kids dance and they played records. artists would come on and do whatever their top 40 hit was. >> i was on the show from '56 to '60. dick clark was very nice. he always had that young, refreshing, clean-cut look that i think the parents appreciated. >> the establishment will get a little stirred up over that. >> in just a few years,

"american bandstand" was attr t attracting 20 million viewers. >> what i thought it was like was all these white kids trying to do what black people were doing all along, dance. >> "soul train" to me was like seeing the gods on tv every saturday morning. it was unique because it showcased some of the baddest soulful afro wearing black people in music. >> "soul train" was great because you could see artists in real life for the first time. you could see the artist get down, see the fashion they were wearing, seeing the crazy outfits. all that kind of stuff was

magic. >> i saw the show and my heart skipped a beat. i mean, it really did. i was like, oh, my god. >> when it hit the air in 1971, "soul train" was revolutionary. a nationally syndicated tv show that put black musicians, entertainers into mainstream america face. the mastermind behind "soul train" worked as a reporter at a chicago radio station. did a little djing on the side. in 1970, they let him host dance parties at their downtown studio and televise them. >> he chartered his own path in every way. whether it was through the show itself that he syndicated with his own money or whether it was his own personal style. >> don himself is a classic kind of cool guy.

immaculately, his hair and glasses and so forth. laid back, in cool, confidence thing. it was like, hey, man, what's going on. >> it's going to be a stone gas, honey. >> "soul train" introduced america to these african-american artists that wouldn't get exposed anywhere else because it's not like they were getting any mainstream television opportunities. >> you got the civil rights movement and then the panthers. so young black people are scary. they're protesting and political. and the show was political with a small p. it showed the joy, the fun, the style, the music of young black people of the era and helped normalize black life at a time when most of the media images were very limited. >> by 1973 "soul train" was the most watched show on syndicated tv. and "american bandstand" was on

the outs. >> as "soul train" was gaining steam, dick clark's "bandstand" was losing steam. >> so he said i'm going to do "soul train" myself. >> so he decided to replicate "soul train" with a show he named "soul unlimited". >> thank you very much. >> it had black dancers and black artists. but it didn't have the same feel. hell broke lose after it came on the air. don was upset and dick clark was equally upset with him. the two of them got into a heated battle. >> "soul unlimited" brought in dancers from "soul train." the resemblance was too close to, you know, "soul train."

black business people got to abc and basically they were able to get abc to stop dick from making the show. the feelings were you were going to destroy a black tv show. >> "soul unlimited" didn't live up to its name. it was canceled after just four months. "soul train" lived on until 2006. for dancers, the party never stopped. >> you feel that cool, to be cool. because i never was before. >> in the mid-70s, they introduced audiences to the pop and lock. a new style of dance emerging in l.a.'s black nightclubs. and today he is educating a new generation in the fundamentals of funk. >> the timing, the rhythm is

very important that is there. so watch. hit it. okay? that's how it's done. >> you put it altogether, but you have to do that one thing to make it a lock. that's the stop. boom. that's the lock. here we go. >> a lot of people that are here right now at my class, they come from around the world. that means a lot to me. i've never thought i would ever be in a position to hear from someone that they appreciate what i'm doing. i was just having fun, you know, feeling good. i was just trying to be myself. >> today in clubs all around the world, signature moves of the

'70s live on, giving inspiration and new styles and subcultures, a testament to "soul train" legacy. >> that show started something that people still do at parties. that's amazing. that goes to show you how durable some of the things were. >> peace and soul. >> cool has shaped every aspect of our culture. the way you move, the way you dress, even the way we eat. smil? because they've chosen the industry leader. subaru outback holds its value better than any other vehicle in its class, according to alg. better than rav4. better than grand cherokee. better than edge. make every adventure a happy one with subaru outback. get 0% apr financing on the 2018 subaru outback.

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anoro won't replace rescue inhalers for sudden symptoms and should not be used more than once a day. tell your doctor if you have a heart condition, high blood pressure, glaucoma, prostate, bladder, or urinary problems. these may worsen with anoro. call your doctor if you have worsened breathing, chest pain, mouth or tongue swelling, problems urinating, vision changes, or eye pain while taking anoro. ask your doctor about anoro. ♪ go your own way get your first prescription free at anoro.com. in the battle of the brands, we all take sides. how do we choose? that's the question two researchers at cal tech set out to answer. >> we started scanning the brains of students to see if we could discover a certain pattern of the brain that revealed what's going on when we look at

cool products. from there, we realized that it is an area called medial prefrontal cortex that is activated when people look at cool things. >> that's essentially the part behind your forehead. it is the part that evolved the most from our ape ancestors. it is the part of our brain that was used for foraging, when we had to go out and look for food. >> if cool is related to our very survival, can food be cool? what and how we eat is changing constantly. the taste makers are vying to satisfy appetites. >> food is a huge part of pop culture now. trying to eat local and sustainable, that's what's really trendy right now. >> right now i'm going to the farmer's market. farm to table.

chia seeds, definitely not. kale may come and go. but the biggest rivalries are generation. not long ago, slow food was out and fast food was in. >> written an epic chapter in u.s. history. women enlist for less glamorous, less hazardous but equally important work in industry. >> during world war ii, women left kitchens for the workplace, and everything changed. >> all of a sudden there were two working parents in every household and it was a very different dynamic. so we needed an ease of cooking to be able to allow us to be out in the workforce. >> from cake mix to tv dinners, food got faster. but the true revolution began in

1955 when restaurant supply sales franchised the california burger joint and took the golden arches across the country. three years later, mcdonald's sold a hundred million hamburgers. >> fast food is convenient. >> now serving family communities from coast to coast. >> it is cheap. >> it is america's greatest food value. >> you don't need to clean up. >> with no fuss or dishes to do. >> it became a huge part of our culture. >> mcdonald's was a run-away success. and soon rivals were flooding the air waves, hungry for a piece of action. but billions of burgers, fries and shakes later came the after burn. >> there has been a bit of a turn-around. maybe all this fast food, while it has allowed us to eat more conveniently hasn't been great for the environment and possibly has not been so great for our bodies. >> we always wanted fast, easy

food in the past, right? now we all want healthy, tasty fast food. we want the same service, but we want to eat healthier. the new cool slow. locally sourced organically grown in a multibillion dollar industry. we're all learning that it actually tastes better. >> fast and cheap, healthy and delicious. we want it all. keeping up with changing tastes is the main challenge for culinary innovators. >> what people are looking for today, they are looking for authenticity. they are looking for simpler. they want to know where that food came from. how was that animal treated along the way? because that matters to me,

right? >> you wouldn't think it, the man talking about authenticity is the head chef of mcdonald's. in 2014 for the first time in its history, mcdonald's revenues began to decline and he was looking to reverse that trend by taking a cue from the competition. >> we're working on our sandwich right now for the west coast. the flavors are there. it is vibrant and fresh. it is produce forward. we're definitely on to something. i think it would be right in the wheel house of california. >> when mcdonald's first started out, we were truly innovative. we created a whole new space that wasn't there. >> the customer is involved, so the way way we will continue to stay cool is to continue to evolve with them. >> in the fight for the top of the food pyramid, it remains to be seen. >> what if your product had no taste at all?

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when it comes to rivalries, there is nothing like vodka. the most popular spirit in america. there is clearly something to it. but what? >> vodka is alcohol. it looks and tastes exactly the same. i dare anyone who is watching this to taste test vodkas behind because you will not be able to tell the difference. the only way to sell something that is essentially air is to make it cool. >> there are dozens of vodka brands selling virtually the same product, but you wouldn't know it by looking at it. in this rivalry, it is not what is in the bottle. it is the bottle. >> the first time anyone was aware of advertising vodka is when absolute did the ad they did. what they did is one of the coolest things i've ever seen.

they took these unknown artists and had them interpret the bottle. they never said a single thing about how it tastes, what it does. it was an interpretation of the bodle bottles. >> in 1979, a swedish vodka makers came to the states. >> the campaign was so playful and imaginative and wide ranging and touched so many cultural touch points that it was embracing but it was also sophisticated. that was much more appealing to the young consumers that were willing to pay more for vodka. >> you ask people, why do you buy absolute vodka?

they're really buying it because they think it is the coolest one. something happened in the advertising that said this is the coolest vodka. this is the coolest one. >> it worked like gang busters. >> if you can capture cool in a bottle, then in theory you can sell it. >> but even a bottle that pushes the limit might not be enough to stand out from the crowd. the rivalry for your vodka dollars is one more. >> take pride in being an ambassador of cool. >> into the dlslecelebrity. >> puff daddys has his own vodka, right? and dan akroyd has his own vodka. >> this was an idea that my people came up, and it's been a real success.

>> when you see brands and artists come together in a way that like that's exactly what the celebrity stands for and what the brand should be doing, it's magic. >> they think, oh, my god, den misrodman got a vodka. let's try that. if he does it, i know it's going to be good because he loves to party. i keep telling people, i got to be the coolest guy on the planet. got to. >> packaging, celebrities, image. when applied in just the right moment in just the right way, they give products an edge of competition. but in a changing marketplace, do rivalries still matter? >> we're in the end stages of these battles. does drinking coke or pepsi

signify anything? does anyone look at someone drinking a budweiser and laugh at them and say you should be drinking a miller? i don't think so. >> as humans, you can spot it immediately when they're making up a story just to sell you the product. tell me why i should care about that product. >> i think more than ever cool is about individual waity and e authentici authenticity. a billion people on this planet are doing their own brands on facebook and instagram and they are designing themselves. >> having a plain old product is not enough. what is it you are doing for your customers and communities that is different. >> it feels like there is an excess amount of product in the world. so that's not a good thing. but the competitive part of it forces people into innovation and technology. that's out of competition.

>> whatever fuels the next great rivalry, be it a new idea or just the need to win, we, the consumers, will be the judge of who comes out on top.