An empty jar is pulling two million views, and the comments are applauding. "Underconsumption core" made buying less something to show off — and if you sell things for a living, that sounds like bad news. It isn't, but you have to read the signal right. This week, Rob traces the history of the flex — from Veblen's conspicuous consumption in 1899, through the logo decades and minimalism's shopping list, to why the engine finally stalled — and follows status as it changes currency from "look what I got" to "look what lasted."