Hoda Kotb and Jenna Bush Hager kicked off Wednesday’s broadcast of Today by gushing over Kim Kardashian’s GQ spread for the magazine’s 28th annual Men of the Year issue.

“Usually you expect it to be a man, but this year, it’s Kim K. eating Cheetos,” Bush Hager remarked, referring to Kardashian’s cheeky cover shoot.

But, Kotb said, it’s important to look past the “glamour” when speaking about the infamous reality star.

“It’s funny because when you think of Kim you often think of glamour,” Kotb said to Bush Hager. “But if you sit with her, which you and I have, she has an incredible work ethic. A lot of this stuff, people say, ‘Oh she got this,’ no she didn’t. She really worked for it.”

In her interview with GQ, Kardashian said she owed her work ethic to her father, the late Robert Kardashian.

Kotb read aloud the excerpt from the interview, in which Kardashian said, “My dad had me sign a contract for everything. When I got a car, I needed to have it washed once a week, make sure that it had enough gas and that I didn’t run it into the ground. It was a gift he gave me at 16, but I had responsibilities.”

Kotb said it was a “cool” way for parents to instill a sense of responsibility in their kids.

Bush Hager agreed: “I don’t know that we’re raising CEOs, I would never say that, but we had done that with Mila.”

She shared that her ten-year-old daughter, Mila, created a PowerPoint presentation to convince them that she was responsible enough to get her first debit card.

“That’s such a great life lesson,” Kotb remarked.

“She did it on her own,” Bush Hager said. “The power of no… I mean we heard it a lot [growing up]. I feel like this generation is like, ‘Okay, have a phone, alright, get on social media.’ Saying no is actually really important.”

This isn’t the first time the Today hosts reacted to a shocking photo of Kardashian.

After the reality star graced the cover of CR Fashion Book sporting razor-thin eyebrows and a bold buzzcut, Bush Hager dared Kotb to try the same look for work one day.

She joked, “Can you please come to work like that? You don’t have to do it in the earlier hours when we’re talking about real stuff, but in our hour. Please, I double dare you.”

Kotb tried to change the subject, but Bush Hager was relentless, adding, “Please do it tomorrow, please, I’ll pay you $5.” Unfortunately, that wasn’t enough, and we never saw the bold style on Kotb.

Today with Jenna and Hoda airs on weekdays at 10/9c on NBC.