Ersatz Authenticity

37signals founder Jason Fried tweeted

In the future there will be teeth yellowing services.

I agree.

Our navel-gazing culture of abundant excess will see the emergence of Ersatz Authenticity or EA.

Ersatz Authenticity is the desire to feel

• Authentic,
• Weathered, and
• Wise.

when one is, by all accounts

• Half-baked,
• Shallow, and
• Dim.

Yellow teeth will be the gold standard of EA.