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

Kate Middleton's Brother On Being The 'New Age Willy Wonka'
LONDON, ENGLAND - MAY 28: (EMBARGOED FOR PUBLICATION IN UK TABLOID NEWSPAPERS UNTIL 48 HOURS AFTER CREATE DATE AND TIME. MANDATORY CREDIT PHOTO BY DAVE M. BENETT/GETTY IMAGES REQUIRED) James Middleton attends the launch of 'The New Digital Age: Reshaping The Future Of People, Nations and Business' by Eric Schmidt and Jared Cohen, hosted by Jamie Reuben, at Loulou's on May 28, 2013 in London, England. (Photo by Dave M. Benett/Getty Images)
LONDON, ENGLAND - MAY 28: (EMBARGOED FOR PUBLICATION IN UK TABLOID NEWSPAPERS UNTIL 48 HOURS AFTER CREATE DATE AND TIME. MANDATORY CREDIT PHOTO BY DAVE M. BENETT/GETTY IMAGES REQUIRED) James Middleton attends the launch of 'The New Digital Age: Reshaping The Future Of People, Nations and Business' by Eric Schmidt and Jared Cohen, hosted by Jamie Reuben, at Loulou's on May 28, 2013 in London, England. (Photo by Dave M. Benett/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.

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