The unique thing about higher hats is that unlike all other merch which is typically introduced as a product with no prior mindshare, it started as a meme. 

The meme's potency multiplied over time via memeing. So by the time the product is made and shipped, the streets can't wait to get their hands on it. 

In the former case, aesthetics and brand loyalty alone have to do the heavy lifting. With higher hats, you actually need neither (though we have them) cuz the meme itself does the heavy lifting.

meme first --> merch second

@polymarket also did it in this order but in a completely different way

We're discovering new GTM strategies for merch on here ↑

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