It's about brand. This is tailored to a kind of person that feels confused and lost in a setting without a brand, so classics like joining an association around

It's about brand. This is tailored to a kind of person that feels confused and lost in a setting without a brand, so classics like joining an association around a hobby or a union or the freemasons or whatever makes them feel uncomfortable. It's not only about one's own identity, but also the other participants.