Brands and platforms are deliberately engineering artificial scarcity and time-bound experiences to drive engagement and perceived value. Kim Gravel frames live selling as 'appointment television,' signaling a return to scheduled consumption; LA28 Olympics positions itself as a rare mass-audience moment dwarfing the Super Bowl; Amazon's October Prime Day creates deadline urgency in a world of permanent e-commerce. Rather than personalizing to individual schedules, these efforts personalize the *scarcity itself*—creating FOMO through controlled availability windows.