Important economic news today: David Hogg is starting a pillow company. Word of this comes from Axios, which apparently reports on these kinds of things now:

March for Our Lives co-founder David Hogg tweeted on Thursday that he and software developer William LeGate are launching a pillow company to compete against MyPillow, which is led by Trump supporter CEO Mike Lindell. …

Hogg wrote that he and LeGate hope to “sell $1 million of product within our first year” and to launch in about six months.

I’m torn on this. On one hand, the headline sounds like a readout from some internet mad-lib generator (your middle initial is your teenage gun control activist, your favorite color is the type of household product he sells…). On the other hand, this might be the first instance of woke capitalism I can sort of get behind. We all knew it would come to this, right? We all knew the culture war would ultimately be settled by something like Twitter celebrities competing to sell us adjustable memory foam.

Disagreeable though I often find Hogg, I wish him all the best. Launching a startup to achieve political change shows far more maturity than many of his elders have demonstrated of late, and there’s little question his main competitor has come unhinged. Still, I can’t help but think there’s more to this story than just me being bored on a Friday. A battle royale between two pillow companies might be the perfect distillation of politics in this fraught yet decadent 2021 America of ours. The revolution won’t just be televised, it will be merchandised, made to order, and deeply, deeply comfortable.