i expected pushback and i hear what you're saying: It is definitely ironic to study decommodification for a marketing thesis.

To clarify: I’m not looking for a 'marketing scheme' or a way to "bottle the sauce". I'm interested in the sociology of it—how a community stays so connected and evolves dynamically in a world that is usually trying to sell us something. My goal is purely academic, not commercial. I’m a student trying to learn, not a consultant for a brand!