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He's making potato salad. 

Amateur potato salad maker Zack Danger Brown started up a Kickstarter campaign to make his first ever batch of potato salad. You know Kickstarter, the fund-raising website that allows you, the average citizen, to fund your friend's business or artistic endeavors without having to look them in the eyes. Even famous people have been known to use the site to beg for money so they don't have to compromise their artistic integrity (or whatever). Donating in this way can be a worthwhile thing to do because, as the financial backer, you get to be involved in something bigger than yourself, and maybe even receive a hat as a reward!

Sources: h/t Death and Taxes