Good morning. Today, why six cubes of Greenland ice cost $100 in Dubai; Warner Bros. Discovery gives up on matching Netflix for output; and luxury looks headed for a rough year.

Entrepreneurs are flocking to Greenland to harvest its most abundant resource: ice.

The ice is marketed as cleaner and denser than most because it has been compressed in a glacier for 100,000 years before falling into a fjord, Eric Niiler writes.

Arctic Ice, a two-year-old startup, captures car-size floating icebergs from western Greenland, cuts them up with a chain saw, packs the chunks into refrigerated containers, and loads them on cargo ships for a 10,000-mile, five-week ocean voyage to Dubai.

Once the container arrives, Arctic Ice workers carve the chunks into spheres and place them in triangular gift boxes that come with a little pair of tongs. The boxes cost $100 for six cubes.

Whether the science backs up the pitch is the subject of debate, as are the environmental trade-offs of hauling ice from the Arctic to the Persian Gulf.

Warner Bros. Discovery has spent the past year retooling Max, turning the streaming service into one of the company’s relative bright spots by picking its shots instead of trying to keep up with Netflix, Joe Flint reports.

Max dropped its focus on children’s shows, for example, acknowledging it couldn’t break through with young viewers already glued to Netflix and Disney+. And it cut back on unscripted shows from channels such as Food Network and HGTV that weren’t moving the needle.

“We’re not fighting for the more-is-better game,” said JB Perrette, CEO and president of global streaming.

Another key step, of course, was introducing a discount bundle with Disney last summer. It has been a major subscriber driver, with high retention rates, and executives are eager to extend the partnership overseas.

Related: Comcast continues to lose broadband and cable-TV subscribers, but found bright spots in the first quarter with its mobile-phone plans and Peacock service. [WSJ]

Kering posted lower sales that undershot analysts’ forecasts for the first quarter, as a slowdown in luxury-goods spending continues to plague an industry that is now up against heightened uncertainty from President Trump’s tariffs, Mauro Orru writes.

Sales at Gucci, Kering’s flagship brand, slumped 25% on a comparable scope and exchange rate basis to €1.57 billion, below a Visible Alpha estimate of €1.63 billion.

Kering last month turned to Demna Gvasalia, Balenciaga’s former artistic director, to take the reins of Gucci’s designs following the exit of Sabato De Sarno, who struggled to reinvigorate demand for the Italian brand.

“We are increasing our vigilance to weather the macroeconomic headwinds our industry faces,” Chief Executive Francois-Henri Pinault said.

The FDA issued a warning about the possible side effects of a spray being advertised for hair loss by companies like Hims, Keeps and Ro. [WSJ]

The director of the FTC’s consumer protection bureau says the commission is done using the term “surveillance advertising.” [AdExchanger]

Ad agencies and holding companies are hiring chief AI officers. [Ad Age] 

Huge says it’s been getting “that Brooklyn energy back” since the agency was sold by IPG. [The Drum]

The logo for Justin Bieber’s new apparel brand, Skylrk, is minimalist to the point of being cryptic. [Creative Bloq]

McDonald’s is adding chicken strips to its permanent menu, stepping up its competition with chicken chains. [Restaurant Business]

Peloton CMO Lauren Weinberg has left the company after 16 months in the role. [Adweek]

Can Disney’s growing slate of reality shows, including a new dating show produced by Alex Cooper, rival the Bravoverse? [Deadline]