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A sleazy marketing ploy used by kava bars to swindle their totally-not-dependent [customers] into repetitively [purchasing] rounds of "shells" in intervals of 15 minutes on the hour like little robots. Example: The kava tender pours her 37th shell of [the night], raises it up and says "Shells up". She waits for all of the other kava addicts to raise their shells. Once shells are raised, she yells "BULA!" to command everyone to chug their little bowl of dirt water while the owner collects his cash.
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