1/ An odd consequence of "I am not a billionaire...yet" mentality of US is that openly marketing to people wealthier people than you a no-no
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2/ The only people who can market openly to the wealthy is people seeking venture capital (a "I am working on being a billionaire" signal)
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3/ Unless you're pitching a startup, marketing to wealthy has to use indirection, flattering something like their superior sense of taste
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4/ You cannot just say bluntly, "I am marketing to you, because this is expensive stuff and only rich people like you can afford it."
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5/ An especially ironic consequence of this is that "patronage" has been redefined to mean "patronage by a crowd of your financial peers"
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6/ Look at kickstarter or etsy or patreon: the UX practically screams egalitarian peer-crowd "patronage"
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7/ If you're not convinced, look at the culture of "rewards" on offer: they are aimed at your social class. Not millionaires.
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8/ The $10,000+ level rewards are obviously rhetorical for the most part, when in fact, they should be the serious target
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9/ A necessary condition for inequality to go down is for society to first drop the "I am not a billionaire...yet" pretense.
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10/ This might be the definition of a middle-class: a defined aspirational level that is NOT billionaire and is respectable to aspire to
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11/ For a middle class to work psychologically, it needs a relationship with wealthy class based on something that is NOT feudal allegience
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