“Feminism, for me, is fundamentally about collective struggle, not individuals,” says Sarah Banet-Weiser, a scholar of communication and gender studies at the London School of Economics. The Wing’s strain of feminism, she argued, is something else: “They’re empowering women to be better economic subjects within capitalism, empowering women to network, to get a raise, to address the pay gap. Those are real things, but they are really tied to capitalist logic.” As a former employee put it, The Wing’s feminism is less about making the world more equitable as it is about making sure women are given equal opportunities to make money: “It’s like, you only make $1m? Well, this man makes $2m! You could make $2m if only it weren’t for misogyny.” (One recent post from The Wing’s Instagram feed read: “Mood: CE0,000,000”.)