A consumer trend is about ‘limited access’, which is a limited edition that is sold out very quickly and the community knows that it’s only available for a very short time. The trend expression for this is also ‘fear of missing out’. If you know that there are only seven examples of a certain thing and you only have the opportunity to buy it now, then some people go crazy. That thing gets bought. To have missed the opportunity to buy something is then the worst thing imaginable for these people.