Generally speaking, a drop is just a slightly different way of releasing products. Instead of making goods at the rate of expected demand and releasing them without fanfare, companies are producing in intentionally low quantities and releasing in discrete, highly hyped events. When Starbucks’s cup—the “Bearista”—dropped in the United States in November, many customers reported that their store had only a handful, which people lined up overnight to buy. Warby Parker releases new frames via drop. Figs periodically drops limited-edition colors of its scrubs. Snack-food conglomerates have, in recent years, begun unleashing Marvel-themed Oreos or southwestern-ranch-flavored mayo the same way. Skims, Kim Kardashian’s lingerie brand, got huge operating primarily on a drop model—a never-ending carousel of novel products, available first come, first served.