06/02/2014 11:18 am ET Updated Jun 05, 2014

Kate Middleton's Brother On Being The 'New Age Willy Wonka'

Dave M. Benett via Getty Images

When Middleton family wild card James (Kate's 26-year-old younger brother) revealed this January that he's the mastermind behind Boomf, a start-up that prints your Instagram pictures onto marshmallows, it seemed too good to be true. People were, at the very least, incredulous: on an embarrassing-brother-themed episode of NPR's "Wait Wait ... Don't Tell Me!" one contestant chose to believe that Igor Putin had created a pill to stop old people from smelling old, rather than think that a royal brother-in-law was in the selfie-and-sweets business.

Read more on The Cut