“Remember when the ice cream man used to come to town when you was little, and no matter what you was doin’, you would stop and lose your %*&$#@! mind? There’s something about the ice cream truck that makes kids lose it.” Well, Eddie Murphy, just wait until they hear that it’s free ice cream cone day at Ben & Jerry’s. That’s right. Free.
NewsFeed assumes you’re resuming your reading of this post just having gone out to Ben & Jerry’s, because, in an annual genius marketing scheme (and to celebrate their 33rd anniversary), the Vermont-based chain is giving out cones across the country from noon to 8 p.m. As you digest, let us consider five reasons this is so great.
(More on TIME.com: How does Ben & Jerry’s pick new flavors?)
(1) Ice cream is simply delicious. Be suspicious of anyone who says something to the contrary.
(2) Getting something for nothing is awesome. That’s just science.
(3) Getting something that is high-quality and arguably too overpriced to buy on a regular basis is double-awesome. A single scoop in a waffle cone at the Ben & Jerry’s on Rockefeller Plaza in New York City, for example, will set you back $4.63 on any day except April 12 (though they might still charge you for upgrading the cone).
(4) Few things can make people feel on darn good terms with the universe like free ice cream. Sure, there are impromptu serenades, double rainbows, and three-legged dogs who just won’t give up. But this is a much more widespread act of goodwill, which will likely beget countless more.
(5) It gives us a reason to now re-watch the entirety of Eddie Murphy’s deliciously hilarious Delirious, which will distract us while we fast to make up for this caloric-bombshell snack.
(More on TIME.com: See why ice cream is stuck in the 1980s)