I find it interesting too and really don't understand it.

I really feel like they learned everything from Bob and the family. He sold junk mail and was able to pay for their great lifestyle. So the kids learned that they can sell junk, but were able to take that to the next level with strong marketing and design.

GOOP is junk with great marketing and design. WeWork is similar, they market it as something that its not.

The marketing idea made me think of the documentary: The Century of the self (https://www.youtube.com/watch?v=eJ3RzGoQC4s)