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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"

within a company, individuals will usually self assign themselves certain roles like "security dude", "break things & move fast guy", "always ask upper management kissass", and "inept but friendly"

within say a space like twitter you will get experts like "shadow master", "buddhist man", "friendly heart jojo character", and "expert of notice-me-senpai"

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)

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

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