identities claim ownership. e.g. french wine has a beef with spanish wine not b/c the product is substantially different but b/c an identity lays claim over a domain of "unique value that i provide"
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just like with the french/spain wine beef, it boils down to jobs. to have a way of life that is not under constant threat of attack a physical structure is not a home, the IDENTITY is the home. (the physical structure provides the environmental cues that maintain it)
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this is y people who are willing to do anything to get ahead like immigrants, jews, and asians tend to end up as scapegoats when ways of life are threatened when this happens, more emphasis is placed on how inseparable quality is from identity
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there is no legal issue with chinese wine slapping on a french or spanish label, but it WILL piss them off the desire to transcend the limitations of identity so that only "meritocratic" aspects (like price) are focused on leads to extremely angry backlash
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that is, an identity of no-identity or fluid-identity feels like cheating the same way a penis-haver walking into a girls locker room feels like "cheating" though IF a great price is paid to permanently "immigrate" from one identity to another, it is more socially acceptable
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it's constant transgression of identity that is discomforting the same way too many homeless people or multi-passport foreign businesspeople make a neighborhood feel discomforting there is no sense of "home"
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the "guru" archetype is something that is capable of feeling home everywhere in a "the universe is home" sense and entity that plops itself down wherever it pleases and seems to say "look at me, i am the captain now"
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End of conversation
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