Light bulb.

We’ve all heard the classic, pop culture call to action—if you build it, they will come. And we’ve also heard the classic, pop culture definition of insanity—doing the same thing over and over again, but expecting different results.

What happens if you build it and they don’t come?

Do you give up? Do you get depressed and butthurt?

Or do you just keep on doing it for yourself? Because it matters?

Is that insanity?

Why aren’t they coming?

How come we’re not seeing different results?

Maybe they’re ghosts, don’t exist, and we should stop turning to fictional stories to drive our actions—but maybe they just don’t know we’re building it. Or they don’t know what we’re building?

Well, gee. If you put it THAT way…

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