"Luxury in the Age of Fragmentation, however is a bit different. The gatekeepers no longer have much of a stronghold, so the definitions are unique and one group’s idea of luxury can vary wildly from another’s. The Maiyet customer’s socially sensitive and worldly view of the world stands in stark contrast, for instance, to the exclusive worldview of Lamborghini customer’s. These two brands will also most likely not share an overlapping consumer base." tldr: consumers define luxury for themselves. more signifier flattening.