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“It simply lays bare the
categorical deception at the heart of all branding and
retail. The different watch values are, in the strictest
sense, speech acts: the watch is $29.99 because someone
said it’s $29.99. It’s $29.99 because a certain person
is wearing it on Instagram; it’s $29.99 because it’s
photographed next to flannel and a Chemex.”

Added a year ago by Toby Shorin
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