Really, can there be a 'gift economy' in a commodified mythscape?

Cultural narratives have now been turned into marketing.

A collective story touches, pushes towards action and changes shape naturally, like a rocket hitting new atmosphere.

While a commodified narrative is fetishised in its current shape, denied evolution and effect, and used to sell you stuff. And it blocks you too, putting you to something else's work: promoting their brand instead of growing into you life’s task.

Even fanfiction ends up being the scavenger level of an entertainment status-quo where indie authors are welcome as long as they legally give up any ownership of their talent.

If you want to hold your myth by the handle, and change people with your vision, you have to become very aware of the political dynamics operating through it.