Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.
They're brands, after all.
When it comes to dealing with their fans, well, they have people who do that for them and protect them from untoward nonsense.
With a select few stars, though, you sense a certain genuine spirit and deep-thinking humanity.
Stephen Curry, for example.
Yes, you might think the Golden Stare Warriors star is only thinking about the deep 3, but he's rarely slow to speak about against manifest injustice.
Why, not so long ago, he gave a lesson in leadership and civics to the CEO of Under Armour, the very brand whose shoes he wears.
Curry, though, manages to do even the harsher things with a little elegance.
So when he received a letter of complaint recently, he reacted as a true leader should.
The letter came from Riley Morrison. She's 9. She's a little unhappy with Under Armour.
She wrote, in part:
I asked my dad to buy me the new Curry 5's, because I'm starting a new basketball season. My dad and I visited the Under Armour website and were disappointed to see that there were no Curry 5's for sale under the girls section. However, they did have them for sale under the boy's section, even to customize. I know you support girl athletes because you have two daughters and you host an all-girls basketball camp. I hope you can work with Under Armour to change this because girls want to rock the Curry 5's too.
You might imagine that many stars would reply with some neatly typed platitudes and a signed shoe.
Curry, though, took the time to reply personally. In capital letters that were a touch larger than 3-point:
Hey Riley, I appreciate your concern and have spent the last 2 days talking to Under Armour about how we can fix this issue. Unfortunately, we have labeled smaller sizes as 'boys' on the website. We are correcting this Now! I wanted to make sure you can wear my kicks proudly -- so I am sending you a pair of Curry 5's now AND you'll be one of the first kids to get the Curry 6. Lastly, we have something special in the works for International Women's Day on March 8th and I want you to celebrate with me! More to come on that but plan to be in Oakland that night! All the best!
What's moving about Curry's note is not only the fact that he clearly wrote it himself, but that he doesn't offer any vacuous platitudes.
He's writing to a 9-year-old girl, but he's treating her not like a kid, but like any other important fan or customer.
In fact, he's acting as the brand's customer service agent.
There's not a hint of talking down. There's every hint of a mistake made, one that must be instantly rectified. (I looked on the Under Armour site. It has been.)
I might, though, have a tiny quibble about Curry's letter.
It's the hashtag with which he signed off. #RuinTheGame.
Naturally, many on Twitter are speculating as to what it might mean. I think he means R U InTheGame.
But that's the problem with capital letters. They can ruin what you're trying to say.