That “Dumb Starbucks” that opened last weekend in the Los Feliz neighborhood of Los Angeles and offered free coffee drinks to customers? That was the latest bright idea of Nathan Fielder, host and brainchild of Comedy Central’s Nathan For You.

Fielder revealed himself on Monday with a video and press conference.

Gotcha.

Roll the clip!

Be sure to see the full story later this year in the second season of Nathan For You.

Related: My warm feelings for Nathan For You’s first season on Comedy Central.