There’s a new genre of company that is Timeline Native. Timeline Native companies are birthed on the timeline and exist more so on social than in real life. The narrative around the construction of the business is the core product. The widget or service which they produce is beside the point. The product is us being able to decide and announce if we are for or against the thing, to join a team and subsume a role as supporter or detractor. We buy from them not because we want the nominal product but because we want to participate in the story of the company. In a world where we have all the material goods we could ever need and capital markets are reduced to the greater fool, the last thing we truly desire is meaning, which is given to us via active participation in the narrative. We want to be X users or X doubters and long Y or short Y. We demand to pick a side; for us, the T-shirt or chocolate bar or compliance software or whatever it is that is supposedly on offer is irrelevant so long as it allows us to join the story and pick a side.