The apps themselves have cool names like Obsidian and Notion, and even offer optimal methods for using your newfound 2nd brain. Zettelkasten sounds like an adventurous stretch of the Autobahn, but really is just one such name. And again, there's an entire ecosystem of people who will be happy ($$$) to set you up. Nothing sells like helping people feel smarter. It's all very performative. We like the stories these products tell about us.