Joe Veix, in one of my favourite pieces in recent memory for the Outline:
In 2014, Mark Zuckerberg bought a new home in San Francisco’s Mission District, about a mile from where I lived at the time. Shortly after the purchase, the man who once printed business cards boasting, “I’m CEO, Bitch” began refurbishing the $10 million “fixer upper.”
I immediately biked over to the area to scope the place out. I figured that having the address of one of the richest and most powerful people in the world could be vaguely useful. Maybe if a Class War ever started, I could point an angry mob in his general direction. Or maybe I could steal his valuable trash.
After four years of stalling, I finally decided to go ahead with the latter idea. My quarter-baked plan was this: I’d drive to his Mission District pied-à-terre on trash collection day, snatch a few bags of whatever, and dig through it. I could learn more about Mark Zuckerberg’s habits and interests, creating my own ad profile of him. Then I could sell this information to brands looking to target that coveted “male, 18-34, billionaire” demographic. Think of it as a physical version of Facebook’s business model.
This is so great.