1. Lore is anti-marketing 2. Lore is inner psyche-management 3. Lore is born-baroque imaginative irony 4. Lore is Posture, Narrative, Behavior (PNB) triad molecules 5. Lore is narrative territory catalyzed by shaky epistemologies 6. Lore is about circumstances you manage, not problems you “solve” 7. Lore is epic-orthogonal everyday life habits

‘lore’—it’s a model of knowledge that is able to interface with both reality and fiction.