Ideas Weave Every Narrative with AI.
We aren’t buying food anymore; we are buying identity. This ‘Lipstick Effect 2.0’ explains why consumers skip vacations but splurge on $100 pastries. It’s a structural shift from owning luxury to performing it daily. Brands that sell only taste will die; brands that sell a version of the self will thrive.
Most people think viral absurdity spreads because it’s logically ridiculous. The truth is darker: it’s a calculated marketing tool. By turning everyday annoyances into shared inside jokes, creators aren’t just making you laugh—they’re filtering you, testing your belonging, and quietly recruiting you into their community.
People are flying across oceans to ride a single roller coaster in a small Georgia town. It sounds absurd — until you realize they’re not buying the ride. They’re buying the story. In an age where everything is streamable, the only true scarcity is showing up. The coaster is incidental. The pilgrimage is the product.