In a COVID-19 world, the risk of venturing into the public realm becomes significantly higher. As in any free market, if the risk of something is higher, its potential free market value will also be higher. As such, people and businesses won’t (and shouldn’t) settle for any experience that is average. It needs to be a huge return on our personal investments. We’ve just come through an era of experiential over-saturation where the public’s ability to discern exceptional quality from banal average was quite difficult.