12seconds: bookofjoeTV's debut?

Why only 12seconds?

"Because anything longer is boring."

More: "The scientists here at the 12seconds dodecaplex have conducted countless hours of research to determine the precise amount of time it takes for boredom or apathy to set in during typical Internet video viewing. Our patent pending Electro-Tear-Duct Prongers have determined that exactly 12 seconds of video is the ideal amount of time to keep anything interesting."

I like it.