//HalfBaked, the Wired Store Experience

The wired store is cutting edge: neither store nor museum, it is a physical node in a network of multiple identities in print and the internet. the physical location thus has been relieved of the pressure to persuade consumption.

Instead, its inducement to consume is in more nefarious, invisible ways. It ties articles to gadgets, it markets itself by association to geekologie. it made it alright to be a geek by mixing it into a loose sterotype: easy to buy into, hard