Signaling as a Service

In the book "The Elephant in the Brain" Robin Hanson & Kevin Simler state that:

1. Most of our everyday actions can be traced back to some form of signalling or status seeking
2. Our brains deliberately hide this fact from us and others (self deception)

The authors propose that “well over 90%” of human behavior can be explained by signaling: the stuff we buy or even the charities we donate to are done mainly to show off. But we do wrap this instinct in all sorts of rationalisations. 

Signaling can be broken down into different components, explained through the act of buying some expensive snickers: 

1. Signal Message: "Look at my $100 shoes"
2. Signal Distribution: wearing the shoes
3. Signal Amplification: post your outfit on social media ... ideally with an inspiring quote. 

Physical products have signaling distribution built in. Apps live on your phone or computer. No one can see them except for you.

That's why some apps like Superhuman add a signature at the end of every email, or apps like Revolut send you a physical premium card.