I've been trying to articulate. It's been elliptical.

There are these platitudes I remember from streetwear days.

Like Scott saying brands can always sell being rich, or being tough.

Selling cool though would always mark the highest standard we could aspire to; it was the most elusive —
the most challenging to maintain consistently.

There was an air of mastery to it.

Or supremacy.

Lucas says some people make waves; other people surf them.

He also says he likes to say things he doesn't believe, but sound like 'things' when coming from his voice.

Adding a layer of market analysis can bring clarity.

And yet.

There's an implication that depth will bring us closer to a core, or a root.

Or truth. That might be hidden, or, more specifically, buried.
not readily visible.

I wonder about an inverse. That is, if some truths might already be visible

Plain as day

then is the drilling down a way to hide and shelter from the light; to kick up debris in one's wake

What I mean is is there a degree of obfuscation

at play

Am I burrowing
is what I'm asking.