In the season finale of Jerry Seinfeld's hit Web series Comedians in Cars Getting Coffee, he and guest Stephen Colbert dine at Bluestone Coffee Company in Montclair, N.J., then briefly stop by Watchung Booksellers (around the 14:50 mark), where this quintessential Seinfeldian exchange occurs:
Colbert: "When I was younger, living in Chicago, the one thing I would never deny myself was books."
Seinfeld: "That's really pretentious."
