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It also took me a while, this is WeWork.

I think they overdid it with the branding. Snap from SnapChat was already pretty short, but it is at least a verb and not a pronoun.

Probably half the startups here are working from WeWork offices or have done at some stage..

And the other half of us are at the new discount off-brand WeWork, aka Industrious

WE owns WeWork / is WeWork (think Alphabet and Google).

They run co-working and remote office locations. Perfect place to be if you're a remote worker needing on office or a small firm or start-up, hence the HN discussion and interest.

Because it's a "tech" company...

You've never heard of WeWork? They also acquired Meetup and Conductor?

It's the parent company of WeWork et al.