Tyler Durden (Fight Club) told us "The things you own end up owning you".

We printed that line on coffee mugs, framed posters, throw pillows, and phone cases available for next-day delivery on Amazon.

Meaning we took an anti-consumerist manifesto, commodified it into merchandise, and sold it back to the audience at a markup.

Which is not irony, that is the most successful proof of a film's thesis ever conducted.

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