The thread went viral within six hours.

Audiences are tired of overly branded, polished content. The grain, the silence, the lack of a call-to-action—this feels real, even if it is manufactured.

Here’s what makes something go viral. Fun stuff @morgan_and_janti_

By week two, the discussion had spilled into mainstream media, with The New York Times Style section asking, "Is Being 'Debonair' Over?"