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Marie Kondo's marketing has been quite viral, I have not heard of this person 2 weeks before whereas now everyday I see a reference to Marie Kondo and tidying up.
It started with a New York Times best-selling book a handful of years back, though.
I have not heard of this person 2 weeks before

Amazon says I bought her book over four years ago. I'm not saying she hasn't upped her game of late, but it's not like she came out of nowhere.

The most surprising thing in this article was a line about a shop in San Francisco:

> he shuttered in 2015 after rent rose from $4,000 to $12,000 per month.

Rent tripling instantly seems like it should be illegal -- that's absolutely ridiculous.