money

If the question is how much money Ryanair can ask you for for messing up on a flight, the answer is: a lot.

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Making a mess on a plane is expensive, very expensive. At the beginning of the week, Ryanair fined one of its passengers a fine of 15,000 euros as compensation for damages and losses on a flight. The decision comes at the hands of the Dublin Court, and although the amount is one of the highest in recent years, it is far from being an exception. what has happened. According to Ryanair in his statementone of its passengers forced the plane he was traveling on to divert to Porto, after attacking passengers and crew on a flight from Dublin to Lanzarote. No specific details about the attack itself have emerged, but the Dublin Court has imposed a penalty of 15,000 in damages on the accused. The lawsuit was filed in January 2025, Ryanair is not fooling around. In this case, it was Dublin that imposed the amount of the penalty, but the airline has a rigid policy of sanctions for non-exemplary passengers. In June 2025, the company warned about fixed fines of 500 euros for any passenger expelled for misconduct before the flight. In the event that the flight has already started and results in a forced diversion, the policy is clear: legal persecution. It is not the first fine very high. Ryanair has been able to ban passengers for five years and obtain compensation for damages due to value of 3,000 euros on recent Berlin-Marrakech flights. He also managed to get sanctioned 2,000 euros to a passenger who decided to smoke on the plane. The measure fits within the framework of a company with a clear policy: squeeze every penny out of each clientwith a solid margin thanks to its aggressive strategies. The finer, fined. Ryanair has just received one of the highest fines in recent years (not the largest, estimated at more than 100,000 dollars and a lifetime ban by Jet2), but it is also the one that has the record of having suffered the highest fine to an airline by the Government of Spain. A profitable business model, focused on squeezing every penny from its passengers, and a clear policy regarding inappropriate behavior: pay. In Xataka | Spain and Ryanair are in a legal battle over the charge for hand luggage. Ryanair’s best ally: Europe

All Big Tech are betting the money they have and the money they don’t have on the future of AI. All but one: Apple

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650 billion dollars. There it is nothing. That is the total amount that Google, Amazon, Meta and Microsoft are going to invest in data centers for AI. That amount of money is astonishing and is similar to the current GDP of countries like Argentina or Israel. But the curious thing is not only that: there is a Big Tech that is totally ignoring this fever to spend on AI as if there were no tomorrow. Apple against the current. The company led by Tim Cook is the only one of the group of large technology companies whose capex (planned capital expenditure) was reduced last quarter. Based on FactSet data compiled by SherwoodApple’s forecasts for that quarter were not to spend more, but attention, spend (quite a bit) less. The numbers don’t lie. According to the data provided by these companies, Amazon expects that in 2026 its capex reaches up to 200,000 million dollars. Google wants to go from 175,000 to 185,000 million. Meta estimates that the expense will be between 115,000 and the 135,000 million. And although Microsoft did not give a specific figure, it surely exceeds the $114 billion estimated by Wall Street. And Apple? Apple will not spend more, but 19% according to its latest estimates: about $12.7 billion. Amazon: +42% YoY (vs. previous year) Microsoft: +89% YoY Google: +95% YoY Goal: +48% YoY Apple: -19% YoY Cupertino goes from AI. While its competitors spent record sums last quarter (which ended December 31) on the purchase of material and properties linked to the AI ​​sector and data centers, Apple continues not to invest in this sector. It is something that makes it clear that the company seems to have definitively decided that this is not its war. Siri+Gemini is the best test. Confirmation of that “surrender” is in the recent announcement that Gemini will be the AI ​​on which the new version of Siri will be based. Apple’s new AI assistant is expected to hit the market this spring with at least some initial features, but the fact that it does so depends entirely on Google’s AI model makes it clear that Apple here prefers to delegate rather than invest to have its own foundational model. AI will be a commodity. Instead of participating in this costly war of language models, Apple is clear that AI is going to end up being a commodity, something that is going to become a basic standard technology like the PC, mobile phone or laptop is now. Model prices plummet as the capacity of those models grows, and benchmarks make it clear that no model is better than another for long. Apple as a gateway to AI. As usual, what Apple will do is take advantage of the fact that has the “gateway to AI. With 2.4 billion devices worldwide, it controls the most valuable distribution channel on the planet. It has the luxury of not making “the engine,” but rather acting as an avenue to bring AI to the masses. Here agreements like the one it has completed with Google are just the beginning. It doesn’t matter being late. It is something that is in the company’s DNA. He also did not want to fight the search engine battle, but it did not matter: he reached an agreement with Google, which has paid him billions of dollars for years to be able to put its search engine as the default engine on iPhones, iPads and Macs. Apple prefers that others pave the way and absorb the costs of early learning. Then she usually arrives with superior integration and a refined experience (iPod, iPhone) or directly with deals like the one she completed in the search engine space. AI will be invisible and ubiquitous. Apple’s goal doesn’t seem to be to offer its own chatbot on the web, but to make AI invisible and ubiquitous. It doesn’t matter which model runs behind it, but simply that this AI works transparently for the user. And it does so, of course, seamlessly integrated into Apple services and applications. Privacy by flag. And of course, with that vaunted commitment to privacy that Apple always boasts of. Its Private Cloud Compute is the best proof of this. By not relying on advertising (hello Google, hello OpenAI), it is able to offer advanced features without collecting massive data from users. But there is risk. Still, the strategy has a critical risk: if AI models become a commodity and end up creating technological monopolies, Apple could be permanently at the mercy of its suppliers. If these competitive advantages end up being consolidated in the model layer – the one controlled by OpenAI, Anthropic and Google – and not in the integration layer – which is Apple’s – the dependence on third parties will be a dangerous strategic weakness. Room for maneuver. Apple has annual benefits close to 100 billion dollars, which gives it an enviable financial position to wait for this “hype” cycle to cool down. It is clear that there is an AI bubble and that bubble will probably end up exploding and leaving many victims. If it does, one of those that will undoubtedly have room to maneuver to survive will be Apple. Image | Xataka with Freepik In Xataka | China does not have a spending problem with AI. What it has is a huge income gap compared to its main rival

sport has been disguised as therapy to charge you more money

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There was a time when gyms smelled of liniment and rusty iron. Success was measured in guttural screams and soaked T-shirts under the military motto of the no pain, no gain. That era is dead. If you walk into a fashion studio today, you will smell like incense and see pastel colors. The industry has understood that to capture the masses it had to stop selling exhaustion and start selling “connection.” As explained by trend magazinesWe have entered the era of strong Elegance. This new concept, far from being a brand, is defined as a natural evolution of training “better, not more.” The goal is no longer to destroy muscle, but to “connect with your body” through softness and technique. It is the birth of Cozy Fitness or gentle training. However, behind this facade of Zen calm, the economic projections are dizzying. It is estimated that the global market for Pilates and Yoga studios will reach 520.61 billion dollars by 2035driven by a population that values ​​mental health over gross physical appearance. Redefining effort The paradigm shift is not accidental; responds to a post-pandemic demand for mental health. According to a report by Les Mills99% of respondents say they feel “happier” after training, and 42% prioritize exercise specifically to improve their mental well-being. This has caused low-impact disciplines, such as Pilates, to be the most booked class for the second year in a row. But let’s not fool ourselves into thinking that “soft” means “easy.” Specialized media They warn that disciplines like sweep (a fusion of ballet, pilates and yoga) generate a real metabolic and mechanical overload. By working with isometry and bringing the muscle to fatigue without heavy weights, strength and postural improvement are achieved. This is where the narrative turns perverse. Under the promise of “liberation” and “self-care,” the industry has commodified the management of the self. An in-depth academic analysis on the philosophical dimensions of medical sciences suggests that modern fitness It is a byproduct of neoliberal ideology. We are instilled with the notion of the “entrepreneurial self”: health and aesthetics become an individual responsibility for success or failure. Wellbeing is sold as a commodity, and the individual is forced into constant “self-optimization.” If you are not healthy and radiant, it is because you are not managing your body “company” well. This pressure manifests itself in new obsessions such as Protein Chic. We have gone from eating out of necessity to consuming protein-enriched products (even popcorn or water) as a status symbol. The protein shake has become in a religious ritual, a tool to feel that we have “fulfilled” the mandate of physical productivity. Furthermore, sport has become a class filter. Fashion competitions like Hyroxwhich combine running and functional exercises, have become at an exhibition of lifestyle where you pay a high registration fee (about 70 euros) to show that you can afford to suffer in a way cool and gamified. The drivers of change: loneliness, identity and fashion To understand how we got to this point, you have to look at who is filling the rooms. Generation Z has turned the gym into its new bar, desperately seeking a tribe instead of cold machines. A report from 2025 reveals that 36% of young people regularly go to these centers, not only for the physical, but to combat loneliness and find community. Their priority is belonging, which explains the mass exodus toward group classes versus solitary training. The large chains have read this emotional need perfectly and have changed their business model: they no longer sell an hour of exercise, they sell identity. The success of brands like Brooklyn Fitboxing, which expects to invoice 50 million eurosis based on gamifying that community. In the same way, Pilates Club has skyrocketed his income 60% in Spain by focusing on “operational quality” and selling the feeling of belonging to a select and exclusive club. This aesthetic obsession has permeated everything, even technology, which has abandoned crude plastic to disguise itself as high jewelry or become invisible. “Technological minimalism” is the new norm: bracelets like the Xiaomi Smart Band 10 They are now launched with ceramic straps to be worn as fashion necklaces, while devices such as smart rings or heart rate sensors Whoop they bet on “silent monitoring”. It is the triumph of constant but discreet data: the obsession with measuring the body 24/7 without looking like a cyborg. Where are we going: From aesthetics to biology The immediate future of the industry delves into this sophistication. Trends for 2026 point to ‘Body Literacy’: according to elleusers no longer want generic recipes, but rather understand their own biology, hormones and stress response. We move from aggressive “bio-hacking” to personalized and clinical understanding. In Spain, the market is entering a consolidation phase. According to reports from consulting firms such as BDOlarge operators will stop opening centers indiscriminately to focus on increasing the average income per customer (upselling) and offer comprehensive family services. The gym wants to be the center of the social life of the entire family. However, there are cracks in this perfect pastel world. While the sector premium talks about connecting the soul, the segment low cost go on being a battle of prices and efficiency, reminding us that “spiritual well-being” remains, in large part, an affordable luxury. Even technology is showing signs of exhaustion. Technology analysts They point out which devices like him Apple Watch They seem to have reached their ceiling in sports. They have become excellent “entertainers” of well-being (Wellness), but they lack the technical depth of a real coach, remaining on the surface of motivation with synthetic voices that congratulate you for closing rings. As Ale Llosa, founder of one of these new success methods, summarizes, in Vogue: “Soft is fashionable, but without strength there is no resilience.” The question we have left, as we close the locker room locker, is whether this new era of fitness is really making us freer and stronger, or if it has simply built us a prettier, … Read more

Google has borrowed money to repay in 2126. AI is already financed with debt for a century ahead

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Alphabet has just closed the largest debt transaction in its history: $20 billion in bonds. And it is preparing something even rarer: an issue in pounds that includes a 100 year bond. Expires in 2126. Why is it important. No major technology company has issued a centenary bond since IBM in 1996. That Google is doing it now says a lot about the scale of investment AI requires. And that this race is financed with wild debt. The background: A bond is borrowed money. The company pays periodic interest and returns the principal at maturity. The routine is terms of 5, 10 or 30 years. The extraordinary thing is to ask for money from a century into the future. Investors lined up: demand exceeded 100 billion, five times what Google was asking for. Alphabet planned to raise 15 billion, but raised the offer to 20 billion due to the flood. Between the lines. A century-year bond is a statement of intent: “we are building infrastructure that will last generations.” Google is thus conveying that AI is not a three-year fad or something that we will forget after the puncture, but something that will transform the economy in the long term like railways or electricity did. Yes, but. Michael Burry, the investor who anticipated the 2008 crisis, has issued a warning that has gone viral: the last technology company that issued a centenary bond was Motorola in 1997. And according to him, that was “the last year in which Motorola mattered.” In 1997 it was a top 25 company in the United States, but a year later, Nokia overtook it and then the iPhone, Android, Chinese manufacturers arrived… and now, in the hands of Lenovoit barely fits into the top 10 mobile manufacturers. Burry asks: is this trust or the gesture made right at the top, before everything changes? The figures. Alphabet’s spending on infrastructure this year may reach, according to figures published by the companyat 185,000 million dollars. More than the previous three years combined. They are data centers, chips, computing capacity for AI… The five other large companies that have increased their capex (Amazon, Google, Meta, Microsoft and Oracle; Apple has reduced it) issued 121,000 million in bonds last year. Four times more than the annual average for 2020-2024. Main winner? Google, without a doubt. Issuing very long-term debt locks in favorable interest rates for decades. If they go up, Google already has its financing. If they go down, you can buy back the debt sooner. Plus, the interest is deductible, so it’s cheaper than using your own cash. And it does not dilute shareholders. Win-win-win. What is happening. The era in which technology companies grew solely by turning to their profits is over. The enormous expense required by the infrastructure for AI makes them use financial instruments that until now they had barely needed. They are no longer software startups. They are the largest infrastructure builders of the 21st century. And they need a lot of capital. The big question. Is giving bonuses for a century vision or overconfidence? Probably both: What is certain is that technology companies now compete in the debt markets like banks and large industrial companies. And that defines what our industry has become. In Xataka | The intellectual luxury of our era is sustaining our attention, AI is making it worse Featured image | Mitchell Luo

The Auto+ Plan comes with less money, more demands and a key question to resolve

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Announced for January 1, it was finally in February 2026 when the Auto+ Planthe new aid system for electric cars with which the Government tries to promote the sale of cars with a Zero Emissions label, whether electric or plug-in hybrids. The new aid system comes with important new features, both in the amount that can be obtained and in the way that aid is delivered. Now, in addition, where the car will be made will be taken into account in order to qualify for the maximum possible deduction. This is all that needs to be taken into account. This is what the new aid for electric cars is like After a month of uncertainty, the Government has approved new aid for electric cars that relieves the MOVES III Plan and solves some of the problems that have been dragging on for years. The program has an amount of 400 million euros so, for now, it will only be available until this fund runs out. In it, as we will see, vehicles manufactured in Europe and those with the lowest price are rewarded. And to receive the maximum discounts it will be necessary to overcome different key points. What must be clear is that from the Ministry of Industry and Tourism has not been clarified exactly when the aid will be delivered to the client. The promise was that the discount would be applied at the time of purchase, eliminating the waits of up to 18 months who have come to live with the MOVES III Plan. However, this seems to be up in the air. And in its explanations, the Ministry points out that the aid “will be carried out in coordination with the Autonomous Communities and that “dealers, points of sale and renting companies will be able to help process aid requests” but nothing is specified about what will be delivered at that time. It must be taken into account that The concessionaires already indicated that they were not willing to advance the aid money. First of all, the basic points that must be clear are the following: The aid takes into account all purchases made from January 1, 2026 so those who have purchased an electric car in the first month of the year will be able to have access to them. Aid is only provided for purchases of Zero-emission vehicles. Aid is only provided to passenger cars (M1) whose maximum amount before the application of VAT is 45,000 euros. N1 vehicles (vehicles intended for the transport of goods that do not exceed 3,500 kg) have no purchase limit to receive aid L3e, L4e and L5e vehicles (mopeds) may not exceed 10,000 euros before taxes to receive aid. L6e and L7e vehicles (quadricycles) have no purchase limit to receive aid. The maximum aid for a car will be 4,500 euros. The brand will have to offer a minimum discount of 1,000 euros. It is not clear when the aid will be delivered to the client or how long it will take for the client to receive it. Once this is understood, the next thing to understand is that the maximum amount of aid is only received if a series of conditions are met. requirements. Thus, depending on the car purchased, percentages of the maximum amount will be covered and, therefore, only by meeting all the requirements will we be able to receive the maximum money delivered by the State. Category Maximum aid amount Vehicle type Percentage received based on price Manufacturing Tourism (M1) 4,500 euros Electric: 50% of the aid (2,250 euros) Plug-in and electric hybrid with extended autonomy: 25% of the aid (1,125 euros) Maximum of 45,000 euros before taxes: Up to 35,000 euros: 25% of the maximum aid amount (1,125 euros) Between 35,001 and 45,000 euros: 15% of the maximum amount of aid (675 euros) Vehicles whose assembly and final completion prior to marketing has been carried out in an EU industrial facility will be allocated: 15% of the maximum aid amount (675 euros) Additionally, if a part of the battery manufacturing process (at least must include the assembly of the battery packs): additional 10% of the maximum aid amount (450 euros euros) Vehicle (N1) 5,000 euros Electric: 50% of the aid (2,500 euros) Plug-in and electric hybrid with extended autonomy: 25% of the aid (1,250 euros) No maximum limit: All vehicles receive 25% of the maximum aid amount (1,250 euros) Vehicles whose assembly and final completion prior to marketing has been carried out in an EU industrial facility will be allocated: 15% of the maximum aid amount (750 euros) Additionally, if a part of the battery manufacturing process (at least it must include the assembly of the battery packs): additional 10% of the maximum aid amount (500 euros) Moped (L3e, L4e and L5e) 1,100 euros Electric: 50% of the aid (550 euros) Plug-in and electric hybrid with extended autonomy: 25% of the aid (275 euros) Maximum of 10,000 euros before taxes: All vehicles receive 25% of the maximum aid amount (275 euros) Vehicles whose assembly and final completion prior to marketing has been carried out in an EU industrial facility will be allocated: 15% of the maximum aid amount (165 euros) Additionally, if a part of the battery manufacturing process (at least it must include the assembly of the battery packs): additional 10% of the maximum aid amount (110 euros) Quadricycle (L6e and L7e) 1,500 euros Electric: 50% of the aid (750 euros) Plug-in and electric hybrid with extended autonomy: 25% of the aid (375 euros) No maximum limit: All vehicles receive 25% of the maximum aid amount (375 euros) Vehicles whose assembly and final completion prior to marketing has been carried out in an EU industrial facility will be allocated: 15% of the maximum aid amount (225 euros) Additionally, if a part of the battery manufacturing process (at least it must include the assembly of the battery packs): additional 10% of the maximum aid amount (150 euros) Therefore, now to be aware … Read more

Amazon is negotiating to invest 50 billion in OpenAI. The money would go in through the door and out through the window.

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Amazon CEO Andy Jassy is in talks with Sam Altman to close an investment of up to $50 billion in OpenAI. He has revealed it The Wall Street Journal and has confirmed it CNBC referring to his own sources. The deal could close in a matter of weeks as part of a record $100 billion funding round that would skyrocket OpenAI’s valuation to $830 billion. Today there are only fourteen listed companies in the world with a higher valuation. And none among the unlisted ones. Why is it important. Amazon would become the largest investor in the round, surpassing the 30 billion negotiated by another old acquaintance of technological mega-investments, SoftBank. And it does so just two months after OpenAI reached a valuation of half a billion dollars. Between the lines. Amazon has an important alliance with Anthropic from 2023that is, with the direct rival of OpenAI. AWS is its primary cloud provider, and in October inaugurated an 11 billion data center campus exclusively for Anthropic in Indiana. Betting at the same time on two companies that are so competitive with each other sounds like a paradox, but it is not so much if we think of Amazon as one of the sellers of picks and shovels in the AI ​​gold rush. They don’t care who finds the nuggets because they charge for the tools. The money trail. In addition to Amazon’s 50 billion, NVIDIA is negotiating to invest 20 billion and Microsoft “several billion more.” The three companies sell OpenAI just what it needs to exist: chips and computing capacity in data centers. Yes, but. This circular scheme is not going unnoticed and has raised more than one eyebrow: Amazon basically ensures itself many years of guaranteed income (at least as long as OpenAI does not go bankrupt, something no one can afford) while diversifying risks by also betting on Anthropic. Just in case. In detail. Although nothing has been leaked that could take it for granted, this investment could perfectly include clauses for OpenAI to adopt the AWS own chips. Or that Amazon sells ChatGPT Enterprise subscriptions to its enterprise customers. It will be through parallel business channels. OpenAI has insane costs with the dark clouds caused by the arrival of Gemini 3 and its great reception. So they are considering ways to sustain capital-devouring growth, such as the much-rumored IPO. The context. a few days ago, Amazon announced the layoff of 16,000 employees “office”, not warehouse or logistics. It is their second round of layoffs for them after 14,000 in October. In total, 30,000 casualties. Meanwhile, it has projected investments that already total 125 billion by 2026 in data centers alone. There is no other large technology company with such a high spending projection. It is a contradiction that has an overwhelming logic: if with AI you are going to be able to do more with fewer jobs, you choose to cut salaries to allocate them to investment. Go deeper. This movement is another nail in the… pattern: big technology companies no longer compete so much to develop the best AI but to control the infrastructure that supports it. Whoever has control of data centers and chips will have control of the business. Regardless of which chatbot succeeds. Featured image | Dima Solomin In Xataka | There was a time not too long ago when the future of supermarkets seemed like Amazon Go. Now Amazon Go is dead

Gen Z men are embracing “old money” dressing

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Lately, the Instagram algorithm registration has changed. Where once infinite-soled sneakers and sweatshirts with logos that screamed from a mile away dominated, now there are movie videos, martinis served in cut-crystal glasses, and twenty-year-old boys who look like they’ve stepped out of a film set in the late 1950s. They’ve left behind the uniform of hypebeast to dress like Paul Newman on a yacht on the Riviera or like a young JFK Jr. on Martha’s Vineyard. It’s not just a wardrobe choice, it’s a symptom. As CNN explainswe are facing an “intentional, defined by moderation” change, where young men align their clothing with the way they want to be perceived today: as men with purpose and control. But behind this facade of neatness, lies a much more complex narrative about fear of the future and a worrying ideological drift that has been found in the Barbour jacket. his definitive banner. The change is palpable in the data. According to Lyst trends reportglobal demand for quarter-zip sweaters (quarter-zips) increased 31% by the end of 2025. Similarly, searches for the iconic loafers Le Loafer of Saint Laurent rose 66%. But if we look further, the data from the technology consultancy Heuritech They are revealing of this conservative turn: searches for boots with an equestrian aesthetic have increased by 39% and gingham prints, typical of the 1950s, have grown by 33%. The language of success is no longer streetwear disruptive; now it is “quiet luxury”. This trend has jumped from the catwalks to lifestyle. According to Business InsiderGeneration Z is “storming” golf courses, a sport that has historically been the playground of the mature elite. Interest has risen 30% since 2016, and in 2023 more than 3.4 million young people played for the first time. It is no longer just about clothes, but about inhabiting the spaces of exclusivity to, As some experts point outnot to be left out of the “business conversations” that occur in the greens. A piece that marks the change On this aesthetic chessboard, the king piece is the Barbour jacket. It was born in 1894 to protect fishermen and sailors, but now it is part of a different identity sign. Margaret Barbour understood in the 80s that the future of the brand involved capitalizing on its connection with the old money, achieving that Queen Elizabeth II and the then Prince Charles made it the symbol of the British rural aristocracy. In Spain, this return has taken a specific form: it has become the aesthetic fever of the right-wing kids. What was once a functional garment for the countryside is today a status symbol in the city that visually separates those who long for a traditional order from those who transitory fashions follow. The Barbour, with its paraffin smell and tartan lining, functions as armor that projects stability and class membership, even if the wearer does not own an acre of land. This turn does not occur in a vacuum. It coincides with what academics like Vivek Chibber define as the sunset of “wokism”. After years in which brands focused on social activism (from Black Lives Matter to Bud Light’s trans campaigns), the pendulum has swung strongly Towards the conservative side. The corporations they are dismantling their Diversity, Equity and Inclusion (DEI) programs to avoid boycotts and align with an electorate that rejects “political correctness.” As Nesrine Malik analyzes in your column for Guardianthe fall of woke up is largely due to their “capture by elites.” For Malik, the patrician class hijacked identity politics, turning social justice into an exercise in symbolic gestures and elitist language (such as the use of Latinx or pronouns in bios) that ended up alienating the working class. This “diluted and flaccid version” of social justice, created in the image and likeness of the privileged, has provoked massive rejection. In this scenario, youth are no longer looking for “allies”, but rather authority figures and brands that, like Barbour, represent a tangible and unambiguous moral heritage. Barbour’s collaboration with Chloé is the death certificate of the progressive avant-garde: the aesthetics of privilege are now the only refuge value. A hierarchy of exclusion What we previously knew simply as style preppyfor Generation Z it is now, as defined by GQ“a character you can play.” Inspired by figures like Dickie Greenleaf in The talent of Mr. Ripleyyoung people look for clothes that “reveal that you have, at least, a yacht parked in the port.” However, this interpretation has an ideological “B side”. In his academic research The Fascist Potential of the ‘Old Money’ Trendresearcher Veronica Bezold warns that aesthetics It’s not just innocent nostalgia.. Bezold points out that the content old money On social media, he often portrays “new money”—technological or minority-linked fortunes—as something “vulgar.” By glorifying the “purity” of lineage and inherited wealth, Bezold argues that the trend aestheticizes neoliberalism and connects with radical right narratives of exclusion. A social hierarchy is thus validated where the value of a person depends on their origin and not their effort, feeding a historical amnesia about a past that was only “golden” for a few. The question underlying all of this is: why does a generation that lives in economic inequality dress like the class that ruined its future? The answer is sociological. A report in Curation Edit describe this phenomenon as “survival cosplay”. in a market inaccessible real estate and a bowling economy (gig economy), dressing like an heir is a way of claiming a stability they do not possess. “If you can’t buy a house, at least you can buy cream-colored pants that say you could,” they point out. But there is a deeper power component. As Martina Porta explains in his academic thesis The habitus of politicsthe wardrobe is an institutional communication tool that builds an image of authority. By adopting this style, the young Gen Z seeks to integrate into the habitus of the ruling classes to appear “competent” and “employable” in an increasingly rigid system. It’s a mimicry strategy: if you can’t beat … Read more

the real money is in customizing them

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Supercar and luxury car brands they know their clients very well and they know that an expensive car is no longer enough: they want something exclusive that no one else can have. For this reason, extreme customization has become a very profitable business within the luxury segment, to the point that custom programs compete in importance with the mass production of the models themselves. ​Customers are no longer satisfied with choosing a certain color or finish of the upholstery. You want unique craftsmanship that turns each car into a unique piece that reflects the personality of its owner. In this context, Porsche makes its customers’ wishes come true with Sonderwunsch, which could literally be translated as “special wishes.” Its name already suggests what that department of the Porsche factory in Zuffenhausen, north of Stuttgart, is dedicated to. Sit down with Porsche to design your car A little over two years ago, practically only Bentley and Rolls-Royce offered their customers the possibility of customize down to the last detail the design of their cars. However, currently the brands themselves recognize that the turnover from their artisanal customization workshops is a lucrative business that can double the price of their supercars. According to the official dataFerrari made a profit of 1,525 million euros in 2024. Some 1,300 million euros of those profits were billed from units that had gone through the Ferrari Atelier. Now, and given its recent drop in salesit is Porsche that gives an additional push to its artisanal customization department with more options for its customers. Have you always wanted to have a Porsche? We do it for you just as you dreamed of. That’s what Sonderwunsch offers, Porsche’s program for customers who want to go beyond the configurator options and create something truly personal. Porsche customization goes in layers Porsche has designed a layering system based on the customization requirements of its customers. The first level, the most basic, begins with the brand configurator. Here you can choose a certain range of colors, finishes and equipment defined by the brand. The second level of customization goes through the program Porsche Exclusive Manufaktur for more advanced (and expensive) customization options such as designing special colors that are not available in the configurator range or unique finishes. The last layer is Sonderwunsch, which fulfills requests that no one else can fulfill. The brand explains that Exclusive Manufaktur already allows deep customizations, such as exclusive metallic paints or upholstery with custom prints, but Sonderwunsch takes everything to another level with one-off projects or limited series. Porsche 911 GT3 (992) Le Mans Tribute 1985 With these extreme customization options, the German brand wants its customers to create the cars they have always dreamed of in close collaboration with its design and manufacturing experts. Alexander Fabig, Vice President of Individualization and Classics at Porsche, explains that “Since the beginning, we have constantly increased our personalization offering and made it more attractive to our customers.” Sonderwunsch allows its wealthiest clients to do things the brand configurator will never offer: color schemes created from scratchspecific wheel designs, body or interior modifications with hand-picked materials for a single car. Porsche 911 GT3 RS (992) The most ambitious projects, the so-called “one-off factory”, are conceived as unique pieces with its own approval, a process that can involve hundreds of employees for more than two years. Fabig admits that “most of our Sonderwunsch customers are absolute Porsche experts” and know the products “in and out.” The Sonderwunsch trip begins with the owner’s visit to the Porsche factory museum in Zuffenhausen, where he will sit down with a team of brand specialists who will listen to his initial idea and launch a technical, legal and economic feasibility study of the project. As and how they stand out in DiaryMotoronly the previous study requires an advance payment of 150,000 euros to demonstrate that the client is serious. Dreams come true, but they are not free. Porsche 911 Speedster 993 by Luca Trazzi ​Some of the most representative examples that Porsche shows is that of Luca Trazzi, who created a 911 Speedster 993 in “Otto Yellow” color, inspired by his dog Otto, who sports a unique yellow and black checkered interior made specifically for him. A one-off of these characteristics can cost millions and take more than two years, but the result is an approved and unique car. A KM0 Porsche is another story Porsche is not limited to the extreme customization of new cars or the creation of debut works in its artisan workshops. The brand has developed, within the Sonderwunsch umbrella, a kind of time machine with which cars that left the factory decades ago can be used again. As and how do they count in Mortor1the “Zero Miles” program allows cars to be restored from the factory to the point that, legally, their odometer can read zero kilometers again so that customers can return to release a historic supercar. This program only applies to three very special models for the German brand: Carrera GT, 959 and 918 Spyder. The process is exhaustive since the car is revised to the millimeter, all the parts that need it are restored or the necessary components are manufactured again, without forgetting the customization of details such as color, upholstery or even certain dynamic aspects to improve your behavior. When this process is finished, Porsche offers the customer the same warranty with which the car originally left the factory because, technically, the car is new again…even if it stopped being produced a couple of decades ago. In Xataka | Bill Gates was so obsessed with driving a Porsche 959 that he managed to change the laws that prevented him from doing so Image | porsche

ChatGPT urgently needs its users to start paying money. Solution: put ads on them

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It was inevitable. OpenAI has confirmed that is going to start testing ads on ChatGPT. The test will begin in the United States with users of free plans, those who have ChatGPT Plus, Pro or Enterprise are exempt for the moment. It is a movement that marks the beginning of a reality that was seen coming: The user experience of free AIs is about to get worse. All for the AGI. Through your X profileOpenAI has shared what those ads will look like and is striking in the heading of its “advertising principles.” Here they say their mission is “to ensure that AGI benefits all of humanity; our pursuit of publicity always supports that mission and makes AI more accessible.” how he jokes Pedro Domingos in Xit seems that the AGI was actually “Ad-Generated Income”, that is, “Income generated by advertising.” Where I said I say…. The AGI is becoming the excuse for everything. To find the true reasons behind this decision, it is enough to look at OpenAI numbers. Or also we can go back to 2024when Sam Altman said that ads on ChatGPT are “the last resort for our business model.” Saying that everything is part of a plan for the benefit of humanity is better than admitting that the AI ​​race is very expensive and OpenAI desperately needs to monetize its AI. This sounds familiar to us. The situation is quite reminiscent of the case of Netflix, which In 2020 he flatly refused to advertising, stating that it was a way to “exploit users” to two years later launch your plan with ads. Since then the streaming experience began to deteriorate and everything indicates that we are at the beginning of exactly the same thing happening with AI. Advertising as punishment. Before, ads were a way to generate income. Today they also function as a pressure tool to push users to pay a subscription. This is what we find on YouTube or Spotify, where the bombardment of ads is constant, repetitive and very intrusive. We pay to end the torture. Objective: subscriptions. ChatGPT has 1.8 billion users, but the reality is that only 5% are subscribed to one of their payment plans. How to increase this figure? If we don’t subscribe ourselves, maybe a few ads will convince us. OpenAI has been the first, but there are also rumors that Google will integrate ads into Gemini. The AI ​​party does not pay for itself, it is a matter of time. There is a loophole. If the big chatbots turn their free versions into a minefield of ads, we will always have the option of use local models such as DeepSeek, Mistral, Llama or ChatGPT itself. Here we get rid of token limits, queues and also ads. The bad part is that the performance is usually lower than the cloud and it also has fewer integrations. Time will tell if they end up being a better alternative. Image | OpenAI In Xataka | Generative AI opens its gap between those who focus on it locally and those who focus on the cloud. There is room for both

lend money to those who buy them

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The European automobile sector is experiencing its worst crisis in decades as a result of a perfect storm: This alignment has led the six main European manufacturers to project a drop in sales by 2025. But there is a parallel business that is growing: banking. Why is it important. Volkswagen, BMW and Mercedes have turned their financial divisions into the engine that is making their profits grow. It is no longer just about selling cars, but about financing their purchase. From there its benefits come to an increasing extent. The figures. As detailed The Economist Based on the financial results of different manufacturers, at Volkswagen financial services have contributed 3,096 million euros of Ebitda in the first nine months of 2024. It is 44% of the total, more than the sale of vehicles to passengers and companies combined. A business that grows 7.9% while the rest contracts. BMW places its financial division at 20% of the total business, with 38,562 million euros invoiced. In the third quarter that weight grew to 29.7%. Mercedes reaches 13.4% of its income through this means. Renault 12.5%, with a growth of 19.8% in the last quarter according to the analysis of results collected by the financial media. Between the lines. Automobile companies have built banks within their structures. The logic is simple: deposits provide cheaper financing than issuing debt in the markets. They offer loans, leasing and vehicle subscriptions with margins that the traditional business no longer provides. Yes, but. This model brings systemic risks. During the 2008 crisis, GMAC (the financial division of General Motors) collapsed due to its exposure to mortgages subprime and needed a bailout of $17.2 billion. Mixing banking and sales multiplies the risk when a recession hits. Furthermore, this is not an exclusively Spanish or European phenomenon. How to collect Washington Postthe US FDIC has received applications from GM, Stellantis and Ford to create industrial banks. Trump promised to relax business restrictions, and approving them would set a precedent for technology companies like Apple, Google or Amazon, which have been rumored to make similar moves for decades. The paradox. Automobile companies are mutating towards a model where the car is the pretext and credit is the business. They sell cars to be able to lend money and thus reverse the logic of an industry that defined the 20th century. The question is whether this shift is going to save them or whether it will end up exposing them to a new financial crisis. In Xataka | The car market in Spain in 2025 confirms the trend: the three winners while electrification gains weight Featured image | Lenny Kuhne

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