Of course the process is not the course of nature but no single brand has the power to design it. Instead, politics happen innovations happen new brands and new

Of course the process is not the course of nature but no single brand has the power to design it. Instead, politics happen innovations happen new brands and new lifestyles come and go and each and everything is designed bit by bit but there's a no grand design. There's of course a literature and know how that piles up and the new designs takes cue of those but still, there's no grand design. It just evolves over time as people respond to everything that happens with the world. It doesn't happen by itself as a biological process but it does happen by itself as a sociological process. The biology just defines the pace of it.