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Why did he start the business? Well, revenue-this and market-opportunity-that.

What made him invent the product? People wanted to buy it, of course.

How did he know they would buy it? Isn't it clear? Existing competitors left a quantifiable gap in the market.

Wherever I went, whatever I asked — I was given only business-think back, drenched in that oily c-suite smirk that in a millisecond says:

1. No, my work does not actually improve the world or anybody's lives.

2. No, this does not bother me at all.

3. And no, I do not mind that *you* are bothered… for no-one else bothers *with* you. YOU are the odd one out, here, pal — crusading on behalf of a consumer that couldn't give half a fuck about your editorial, doesn't WANT your pretentious brand of 'meaning'. All these suckers know is buy, buy, buy, and boy I'm gonna give it to them. Watch me, or don't — just stop wasting my fucking time.