Rank-and-file members of tech companies share similar sensibilities with their billionaire executives: same habitus and black North Face down vest, but very different stock packages. They both prefer functional, authentic goods made with artisanal craftsmanship. There is goodness and beauty in sourdough rye, third-wave hand-drip single-origin coffee, apricot sour beers and session IPAs—all procured from shops with the highest crowdsourced ratings. The stripped-down “normcore” look of gray athleticwear that dominated in the early 2010s was based on the belief that the greatest lifestyle ornament is to not care about ornamentation at all. In 2016 the writer Kyle Chayka memorably revealed how this minimalist aesthetic took over interior design—the “AirSpace” look of austerity and texture-obsession. Airbnb rentals, writes Chayka, all have “white or bright accent walls, raw wood, Nespresso machines, Eames chairs, patterned rugs on bare floors, open shelving, the neutered Scandinavianism of HGTV.”