COMPANIES THAT NAME THINGS

An entire, incredibly lucrative subsection of San Francisco was obsessed with its own specialness, obsessed with its own branding, obsessed with rhizomatically repopulating the place with the wealthy and the connected and the well-named and the delicious and the glossy and the expensive and the beautifully off-kilter and the minimalist and the carefully plated and the monetized history and sun sliding down over the ocean and the fig trees.