This trend in combination with the new wave of everything being a subscription really has me worried as a recent college grad who therefore does not own a home or have much in the way of savings. If you don’t own anything and your access to essential items is decided by some megacorp like Google or FB, you bet people will fall in line with the latest recreational outrage real fast. Connected cars with subscription features that show you ads even if you do own them (see the Ford Mach-E), and financial institutions buying up single-family homes to keep as many people as possible renting forever and never gaining equity in anything. The World Economic Forum came out and said it blatantly: “You’ll own nothing, and you’ll be happy.” That’s starting to read more like a command, not a prediction.