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The Atlantic has a piece entitled "The Millennial Urban Lifestyle Is About to Get More Expensive," and writer Derek Thompson frames his argument this way:

"Starting about a decade ago, a fleet of well-known start-ups promised to change the way we work, work out, eat, shop, cook, commute, and sleep. These lifestyle-adjustment companies were so influential that wannabe entrepreneurs saw them as a template, flooding Silicon Valley with 'Uber for X' pitches.

"But as their promises soared, their profits didn’t. It’s easy to spend all day riding unicorns whose most magical property is their ability to combine high valuations with persistently negative earnings—something I’ve pointed out before. If you wake up on a Casper mattress, work out with a Peloton before breakfast, Uber to your desk at a WeWork, order DoorDash for lunch, take a Lyft home, and get dinner through Postmates, you’ve interacted with seven companies that will collectively lose nearly $14 billion this year. If you use
Lime scooters to bop around the city, download Wag to walk your dog, and sign up for Blue Apron to make a meal, that’s three more brands that have never recorded a dime in earnings, or have seen their valuations fall by more than 50 percent."

Thompson suggests that the competitive landscape is about to change, as the people with money start to actually value margins more than so-called "magic." Profits are going to begin to actually matter, which will mean one thing - these lifestyle-centric brands are "about to get more expensive."

You can read the entire story here.
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