We have always known this, but culture has the ability to influence technology and technology influences culture. Most of the successful tech companies start out by sending free product to celebrities. Next, they raise money from them and feature them in their social media campaigns and press releases. They then they full-blown brand partnerships, commercials, and campaigns when the company is large enough to afford it. The culture helps crown the winner, decrease customer acquisition cost, strengthen business development, branding and should ultimately pay for itself with sales gained by those partnerships. Today’s influencer wants equity, not just a check. The rules have changed!