It seems to combine Tumblr-style tribal niches with the brevity and intimacy of Instagram stories and the scalability of YouTube, where mainstream fame is most possible.

It wants vibes that can be both unmistakable and transmissible. This is the strange paradox of our moment: the most valuable selfhood is the one that is scarce enough to be non-fungible, yet legible enough to circulate frictionlessly through the algorithmic and economic marketplace.