David: I was thinking what if we did like a soft launch. Um, and you know, just test the store out on a small group of people. Did like an exclusive VIP guest list, and offered, you know, a friends and family discount as incentive.
Patrick: Huh, now it's sounding like you don't think people will show.
David: No, I do. I do think, um, that people will come. It's just, you know, I look to like Gwyneth who soft-launched the goop newsletter and now it's a thriving lifestyle publication slash empire, and...
Patrick: I have no idea what you're talking about, but it's up to you.

Jocelyn: Um, David, I need to ask ya a little question about this baggy of Joshua tree tea?
David: Sure.
Jocelyn: Is it drugs?
David: Uh, no. It's loose leaf tea.
Jocelyn: Okay. Because it smells exactly like...
Roland: Oh, come on. Oh, wow. Geez, I didn't realize this place was a front.
David: It's not a front. That is a tea that Mr. Hockley makes out of a greenhouse on his farm. And now that I've said it out loud, I might have to double check.

Moira: Wow.
Johnny: David did all this?
Moira: I can't believe it. He's managed to create, in this town, something truly winsome. I would shop here, John. Even without a nagging sense of obligation.

Johnny: Well, I love it. Let's get this inside. David.
David: Huh? What?
Roland: 20 bucks, I'll give you a hand taking it in.
Johnny: Oh, yeah. David.
David: What?!
Roland: 30 bucks and I'll help you in with it.
Johnny: Mm, right. David!
David: I don't know what! What? What? What? What do you want?
Roland: 40 bucks and I'll help you in with it. I can keep going up. Can play this game all day, pal.

David: Okay, well, this is gonna be the opposite of that. We're inviting a select group of VIPs, and offering a 25% friends and family discount.
Moira: Well, that sounds meek.
David: Okay.
Johnny: Friends are getting the same discount as family? That doesn't sound right.
David: Well, that's what we're doing.
Johnny: Well, what if your mother and I go in and buy something together? Does that mean we get a 50% discount?
David: Why would you wanna spend less money at my store?

Moira: David, we are happy to support this modest little vigil you're hosting but to hand out discounts before the store has even birthed, it sounds a tad defeatist. I hope you don't mind if I keep this information to myself.
David: I don't want you to share the news. The smaller the better.
Moira: Oh, rarely has that been a recipe for success.

Johnny: You know, I had an idea about what to do with the portrait.
Moira: Oh, it's still there, waiting for us. Isn't it?
Johnny: I was thinking, to save space, we could cut our faces out and make four smaller, individual portraits.
Moira: We could here's another thought. We bid it farewell.
Johnny: Are you kidding?
Moira: It doesn't fit, John. And I don't just mean literally. We aren't those people anymore. We are, but we aren't.

Man: Hey, back of the line, bro!
Woman: Hey, no cutting!
David: 'Scuse me, this is my store. Who are you?
Woman: I'm Darleen's cousin. Who the fuck are you?
David: My God. Uh, that kind of language, folks, will not be tolerated at Rose Apothecary. Thank you. This is a safe place.

Patrick: [inhaling whistle] Should've ordered more food and wine. Well, looks like this soft launch is firming up a bit, huh.
David: But it's not supposed to be firm.
Patrick: Well, with this many people it's definitely at least semi-firm.
David: Okay. Well, as long as it doesn't get hard. And that's something- That's what I just said to you, so...

Ted: Is everything okay? You usually take down the messages, even if you forget to give them to me.
Alexis: It's just that my grades are being posted today so I'm just kind of avoiding the computer.
Ted: Oh. Oh, oh, okay. Well, that's not really an option, so how about I'll just look for you.
Alexis: No, it's okay, I can do it. It's just that if I fail I may need the afternoon off.
Ted: Also not an option, but I will be here for you if it's bad news.