Dr. Eliza Philby

Yeah.

You know, sons of footballers.

That's a really heavy, you know, legacy to pass forward.

Yeah, huge.

I think it's...

I think it's really interesting how we are living culturally in a heritocracy, not just economically.

So dynasties have become huge, whether we're talking about the Kardashians, they were obviously the first, but Beyonce and Blue Ivy, whether we're talking about the Beckhams, whether we're talking about...

Kennedys, yeah.

There's always been political dynasties, but I think you're like getting cultural dynasties.

Oh, cultural dynasties.

Social media creates the lineage.

And actually it's been around long enough now that those babies are now like mini adults.

And like you're seeing them literally grow up.

Yeah, everyone's getting their deals now and doing their work.

Yeah, yeah, yeah.

So you're seeing the next gen.

And actually there's huge economic reward in being a family brand, right?

Oh, I never thought of that.

I feel like in a way the whole sort of like...

phenomena of nepo babies is partly because of the sort of culture facilitating it and tech facilitating it but it's also because we can maybe relate to them in a way that we maybe don't admit because