If you live in Britain, you will be familiar with multiple food outlets with names like ‘Utah Fried Chicken’, ‘Tasty Kebab’ and ‘Ocean Catch’ all operating out of the same premises and staffed by the same people (or person). America, as is often the case, sees promise in this but, well, it’s not quite enough is it? By focusing their enormous weapon labelled ‘late capitalism’ upon it they produce the scenario described in this article. It’s a logical extension of the combination of white labelling, virtual businesses, gig economy, startup culture and brandjacking. And it completely sucks.