Objects and institutions with proven endurance are no longer automatically read as valuable; instead, their age now requires active defense and proof of contemporary relevance. The passing of heritage figures (Patrick Stewart, 111, 149), concerns over whether Nike's legacy appeal can sustain current strategy (21), and the tension between institutional longevity and relevance (97, 107) all signal that 'built to last' must now be fought for, verified, and repositioned to justify its claim to permanence.