“BulletProof” coffee was apparently born in the belly of the “digital beast” that is Silicon Valley. This coffee, which is supposed to trigger weight-loss through “ketosis,” is, in reality, a “copy and paste” of a traditional Nepalese drink. Those familiar with Lobsang Rampa will know that salted-Yak’s butter tea flows freely through his adventures, almost as much as the mythomaniac ramblings of that brilliant and illustrious British writer–deceiver.
Silicon Valley invents nothing: it transforms, recreates, and kindles that quasi-narcissistic need to possess whatever might increase the value of our group identity. Did Steve Jobs drink it? He certainly knew how to elevate a hazy and obscure IT tool (the virtual office, the mouse, the optical screen …) and turn it into a canonical object of the digital cult.