We exist in between. In Tibetan, Bardo thodol.

In the pre-Internet era - which is still the reality for more than 75% of the planet - the way things sold were by 'Hits'. By having hits, various industries thrived - from music's gold and platinum albums to Hollywood's blockbusters to the Volkswagen. Companies became focused on what appealed to as many people as possible, and in doing so they started defining what was appealing. There was a time, for instance, when music lyrics were technical jabs and uppercuts at 'the establishment', and where things posing as art weren't to be found at the local Target.

And this worked for companies around the world for quite a while.

But the Internet tore down the hit system. Why? Because geographically disparate people with similar likes can now connect and support businesses that support what they like. Where a business could not succeed before because of lack of interest in a geocentric sense, it can fumble into a niche and do well. But this isn't everywhere because the vast majority on the planet still don't have access. It's this grey area that's befuddling the majority of analysts that live between black and white lines defined by the 'Hits' system.

What this all means, really, is that we can be ourselves. We can find the things we like and get them. But, as a society, we're not used to being ourselves. It's like a weak muscle that isn't exercised. This, too, befuddles the majority of analysts and commentators.