What is considered real or legit anymore? We’re living in an era where synthetic brands, AI-generated influencers, and algorithmically-assembled websites can spin up overnight. They look real. They sound real. They seem authentic — but can you trust it? How do you create something people believe, feel safe using, and want to return to? Here’s a reflection on that — starting with a simple story about a puzzle I didn’t buy— and on designing for trust in a world where everything can be faked.