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.
