The psychology of the internet looks nothing like the Super Bowl. The internet is hyper-fragmented. It’s an isolated, personalized, asynchronous, choose-your-own-adventure experience. Brands, which used to be mass-produced, are now micro-targeted. The internet has unlimited shelf space, so monopolizing brick and mortar shelves is no longer a defens... See more

But like me and my Amazon coat, it may be harder than ever to form a lasting relationship. Maybe you bought the vacuum cleaner that you saw everywhere on TikTok, but will you ever buy from that company again? These young companies, as Lowitz described, “succeed in making sales but not customers.”

From Airbnb to Google to Spotify, this era has come to be defined by the commodification of accessible consumer (and now, even enterprise) brands.