"here's this thing happening online. Communities of men are springing up and communicating their likes and dislikes, their favorite brands of organic shave gel and vintage leather tote bags, the way a certain pair of pants manages to look both dashing and casual, instructions on how to wear one's best collar. Maybe they're talking about things they want to buy; maybe they're talking about things they simply appreciate. Maybe they're asking for advice, or telling personal stories. This new movement, if we can go so far (and we think we can) as to call it that, is not about women, nor about traditional male-bonding subjects like sports or business or even porn. It's about stuff. Men are sharing about stuff. Whatever stuff it is that they want to share about."