You should care because the unexotic underclass can help address one of the biggest inefficiencies plaguing the startup scene right now: the flood of (ostensibly) smart, ambitious young people desperate to be entrepreneurs; and the embarrassingly idea-starved landscape where too many smart people are chasing too many dumb ideas, because they have none of their own (or, because they suspect no one will invest in what they really want to do). The unexotic underclass has big problems, maybe not the Big Problems – capital B, capital P – that get ‘discussed’ at Davos. But they have problems nonetheless, and where there are problems, there are markets.

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There are only so many suit customisation, makeup sampling, music streaming, social eating, discount shopping, experience curating companies that the market can bear. If you’re itching to start something new, why chase the n-th iteration of a company already serving the young, privileged, liberal jetsetter? If you’re an investor, why revisit the same space as everyone else? There is life, believe me, outside of NY, Cambridge, Chicago, Atlanta, Austin, L.A. and San Fran.