Brands and agencies are asserting that human judgment, curation, and 'taste-making' are the primary levers for cultural cut-through in an oversaturated market. Courage's emphasis on 'taste and craft,' PSFK's curation model, and the proliferation of 'best of' guides (Nike sneakers, tinted sunscreens, watches) reflect a cultural reassertion that expertise and discernment—not algorithmic optimization—drive meaningful brand engagement. This is a Craft assertion: taste requires time, knowledge, and deliberation, the inverse of Efficiency.