https://www.danilosierra.com/writing/Essays by Danilo Sierra.enhttps://www.danilosierra.com/writing/when-claims-are-free/https://www.danilosierra.com/writing/when-claims-are-free/Mon, 21 Sep 2026 00:00:00 +0000The word brand comes from burning, and hallmarking began because a buyer cannot verify what is in a spoon. What happens to that technology when producing a claim costs nothing and checking one still costs what it did.