" luxury is irrational, which makes it the best business in the world. In 2016 Estée Lauder was worth more than the world’s largest communications firm, WPP.9 Richemont, owner of Cartier and Van Cleef & Arpels, was worth more than T-Mobile.10 LVMH commands more value than Goldman Sachs. "

― Scott Galloway , The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google