Following Bruce Jenner's triumphant and endlessly brave interview with Diane Sawyer about his male-to-female transition, the Kardashian clan seem to be on everyone's radar. (More so than usual—let's be real, they run the entertainment game.) Now in the 10th season of their smash hit reality show Keeping Up with the Kardashians, the Armenian-American icons are focusing more on themselves...and we're as hungry for it as ever.

Today the New York Times Magazine ran a Taffy Brodesser-Akner profile on the matriarch of the family, Kris Jenner, who went into full detail on how she turned her huge fam into an even huger empire. We learned (and were totally shocked by) a lot. Here are eight totally mind-blowing, surprisingly clarifying moments.

1) Her friend group includes a guy from Incubus and some other weirdos: "There was a knock, and the giant wooden entry door opened and in walked Robin Antin, Kris’s longtime friend and the creative force behind the girl bands G.R.L. and the Pussycat Dolls; Mike Fleiss, an executive producer of the 'Bachelor' franchise; and Michael Einziger, a songwriter and member of the band Incubus. Everyone had gathered to discuss an idea for a new reality show, one that started percolating in Kris’s mind when she considered all these acquaintances of hers and all their talents."

2) Kris built the Jenner/Kardashian empire with Bruce and no monetary help from ex-husband Robert Jenner: "Bruce went to Robert and asked him to finalize the divorce so that he could marry Kris, telling Robert that they didn’t want any of his money. Robert agreed, and Kris and Bruce were married a month after the divorce papers were signed. (She and Robert were on good terms when he died in 2003.) But they were broke. Bruce had a fledgling business doing motivational speeches, and Kris thought that if she took charge, he could be successful."

3) She created Keeping Up with the Kardashians by forcing Ryan Seacrest into the idea...not the other way around. "In 2007, Kris marched into Ryan Seacrest’s office to discuss an idea for a reality show based on her family. She couldn’t help thinking how her large brood — six children, who, when the show made its debut, ranged in age from 7 to 26 — could have mass appeal. 'Like, there’s the little girls, and there’s the older girls, and then there’s my son,' she told me. 'Everybody thinks that they could create a bunch of drama in their lives, but it’s something that I felt I didn’t even have to think about. It would be natural.'"

4) Her home: Upon entering the Jenner household, you're met with nondisclosure forms and a sign that reads, "What we say here, what we see here, let it stay here, when we leave here."

5) Her foyer: "Featured prominently in the foyer is a painting that Michael Turchin made for Kris. It’s a collage of magazine covers of Kris and her family, covered by a painting of Snow White eating the poisoned apple. Kris is not afraid of your interpretations."

6) Black. Toilet. Paper: Fans of KUWTK already know this, but still. Weird.

7) Her Costco obsession: “'Costco is a passion,' she told me. 'Costco is like a massage.' She wanted to pick out the salmon with the herb butter on her own. She wanted to feel around for the best avocados. She did not trust anyone else to check the date stamp on the oatmeal-raisin cookies to see which were baked most recently. 'They have the most amazing dog beds,' she said. 'Don’t even get me started.' And the specials! 'During the summer, there’ll be a fabulous surfboard. I don’t surf, but I’ve got to buy a surfboard. I mean, that’s how crazy I am.'

8) The power of the exclusive: "When they’re silent on Bruce, they aren’t protecting him from the judgments of a cruel world; they are protecting Bruce’s exclusive. 'I learned a lot from her,' Bruce said about his marriage to Kris, during the ABC interview. And so he did: He didn’t reveal how he looks dressed in women’s clothing in the interview or what his new name is. You’ll have to tune in to his show to see that. In the Kris Jenner playbook, you don’t give anything away."