Great article.

It opens my eyes to what marketing can do. The example of Liquid Death floors me. The company is selling water. Fucking WATER! Yet, with proper marketing and brand image, it strikes the right cord with customers. Take a look at the reviews on their website, and you will find the genius in its marketing scheme.

More and more. The product no longer matters as much. It's all about marketing, about making customers feel they have an avenue to express themselves, whilst consuming your product as a side-effect.