A chain of Institutes run by a greedy company whose main purpose is penetration sexwithout lube. They penetrate you slowly with duration of it depending upon your package.
The Rule is an acknowledgment of one's own mortality and is invoked as a means of avoiding activities, people, movies, organizations, books and TV shows that are very likely a total waste of time.
In essence, it means that each of us only have a finite number of summers left, and those summers aren't to be frittered away on meaningless crap.