So what is it that Rickards sees coming this time? Here's a little more from the ad:
" there is a new form of currency that's about to flood the world economy. It's not money for you. You'll never get to withdraw it from an ATM, even if you travel overseas.
"This new form of money is strictly created for the financial elite.
"We call it 'world money' because of what it could ultimately do and soon which is replace U.S. dollar reserves around the world.
"That's right this is as close to the end of 'king dollar' as we've ever come.
"Now, what does that mean exactly? After all, what do you care if the people in Asia, Europe or the Middle East suddenly decide the dollar no longer gets #1 status around the world? .
"Losing our #1 status means giving up a whole slew of benefits you never knew you had."
He goes through some things that he thinks will happen "when central banks empty their vaults to make room for 'world money'" he notes that it "could push world stock markets off a cliff," "gut your savings account," "hike up prices you pay for everything" and "send U.S. tax rates soaring as D.C. scrambles for another source of cash."
So that sounds pretty apocalyptic but then, more from Rickards:
"Is this the monetary apocalypse? Not exactly.
"In fact, it's not even the first time we've had a currency implosion like the one I'm warning you about now. It's happened three times just in the last century in 1914, 1939 and 1971.
"What I am telling you though is that you will want to take steps to get ready.
"In case you still doubt the accuracy of this September 30th date or what's about to replace the dollar I've even got some smoking-gun proof.
"It's an actual 42-page blueprint buried deep on the website of the world's most powerful financial institution. This document lays out exactly how "world money" works.
"Inside the document, it says
"If there were political willingness to do so, these ["world money"] securities could constitute an embryo of global currency."
Translation?
"The financial elites are saying this could be the "money" that replaces the dollar in central bank vaults the world over."
And the panic sets in:
"If you've got even a nickel in dollar-denominated wealth, you need to pay attention.
"Because, make no mistake, the day 'world money' fills that role the value of the dollars in your bank account will plunge in value, virtually overnight."
So what's he talking about? As best I can tell this is, once again, a hullabaloo about the fact that the IMF is going to change the makeup of its special drawing rights (SDR) calculation for reserve currencies on October 1.
The move is well-known and well-telegraphed, and it's really about China more than it is about the US dollar (unless, of course, you're reading between the lines and predicting that this is a first step in the IMF taking over global currencies which is a conspiracy theory line of thinking. Conspiracy theories are not necessarily wrong every time, but they rarely make for good investment strategies).