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While consumers around the U.S. (and across the world, apparently) focus on more earthly concerns, like flat-screen TVs and trampling each other to death, the scientists at NASA are using Black Friday for more constructive purposes: educating the Internet on the awesome power of black holes:

The space agency started #BlackHoleFriday in 2013 as a reprieve for Americans sick of hearing about Black Friday. They'll be posting fascinating information about black holes on their Twitter account all day.

Considering that black holes are a central part of Christopher Nolan's space epic Interstellar, NASA's timing couldn't be better.

Here's to you, NASA, for making an absurd American tradition a little bit better, one tweet at a time.