It’s 2026 and everything is fake.

Fake content by fake influencers with fake engagement from fake followers, launching fake products with fake testimonials. A Potemkin village on a global scale, a glossy facade propped up by heaps and heaps of beige slop. Temu for content.

In this world, the real has never been more precious, refreshing, special, and... See more

Putting in real effort to create beautiful durable things that exhibit taste and craftsmanship, with zero tolerance for slop. As Thomas Paine wrote during the American Revolution: “What we obtain too cheaply we esteem too lightly; it is dearness only that gives everything its value.”

Showing real evidence for real outcomes, not flashy claims or... See more

Broadly, I strongly believe that if you’re going to buy, you should do your best to buy well . Whether you’re buying for yourself or someone else, buy things that are really worth it, that will last you, that actually do what you want them to do - whether or not the brands behind them are spending money on marketing.