And that's not necessarily a bad thing, but when it's all just about Co-Opting the thing, and putting your exclusive Brand on it, and smash-fitting into the centuries-old business model of Profit Über Alles and Niche Dominance, then it's destined for the trash heap where all fads and fashion go to die.
Cuz if we keep it in play, then we're all cool. If not, then eventually we've got a very few people running the whole show, and what the fuck is the point of that?
That said - keep your cool - gather info - postpone your need for the gratification of taking a giant dump on people before you know some of the details.
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