Brand vehemently disagrees with me, but I’d say that, more recently, the computer has also failed as a source of true community. Social media seems to immiserate people as much as it bonds them. And so there’s a need for future Brands, young cultural craftsmen who identify those who are building the future, synthesizing their work into a common ethos and bringing them together in a way that satisfies the eternal desire for community and wholeness.

As a result, members who pursue their own individual interests will also pursue the interests of the organization, as if guided by an invisible hand.  Cooperation pays.  Members capture the benefits of anything they can do to assist the organization.  Within the group, they therefore treat the other as self.