Season three of Comedy Central’s Nathan for You is now in full swing. The premise of this hilarious reality TV series is simple: comedian Nathan Fielder is a business consultant who comes up with hair-brained schemes to help actual small businesses. For instance, at the end of episode six of season three, Nathan convinces the owner of a struggling travel agency to upsell funeral services, exploiting the untapped customer base of older people. Unsurprisingly, this plan, along with most of Nathan’s creative ideas, backfires. There are still several episodes left in this season, but the initial verdict is in: the third installation is a hit.