By advertising, promoting, and/or wearing low inventory merchandise, an illusion is manufactured to deceive investors & customers into supporting a failing celebrity brand. This illusion is meant to deceive consumers into believing that "sold out" equates to popular & profitable.
Meghan Markle borrowed & modeled low inventory fashions and out of season designer clothing. Her "friends" purchased the remaining stock therefore causing the scarce inventory to quickly "sell out" which created The Meghan Effect.
A Shackteau is a humble, weather-beaten, structurally questionable shelter located in a spectacular or highly coveted place—Wales, Jackson Hole, Sun Valley, Crested Butte, coastal Maine, the Alps—where the building itself may be worth almost nothing, but the dirt, view, access, and mythology make it absurdly valuable.
In use:
Shackteâu - We thought it was an abandoned shed until the realtor called it a rare alpine Shackteâu with unobstructed views and listed it for $2 million.