Great video which systematically investigates the factors which cause electric guitars to sound different from each other (hint: it's not "tonewood") and manages to do so in an engaging and entertaining way. I think one of the best things about it is that the dude doesn't have terminal redditor brain--rather than wasting time putting down people that believe or perpetuate the myths or gloating about his superb intellect, he just does the experiments and lets the results do the talking.
Jim Lill put out a great video today (Tested: Where Does The Tone Come From In A Microphone?) which I would definitely check out if you enjoy the video I submitted, but it's a little more subtle/niche which is why I chose to lead with the guitar one. My next favorite after the guitar tone video is probably the one on guitar amps--equally good, and perhaps even more surprising.
This is really cool!
From a macro perspective though, I would argue that when considering an entire guitar rig, the amp head is going to make the biggest impact on tone.
And uhhhh if anyone ever wants to shoot the shit about amps and gear, holler!