"Some people on X have been able to amass huge followings by posting exclusively about the company throughout the day. Palantir fans can obsessively focus on the company's stock price. They can behave like American football fans when it goes up, celebrating as if their team scored a touchdown. When it gets a big contract, it's as if their team got a new star player. In this context, it makes sense that people would want to purchase merch-it's like buying a jersey."
""Thank you for your dedication to Palantir and our mission to defend the West," the card reads. "The future belongs to those who believe and build. And we build to dominate.""
""Palantir isn't just a software company," he wrote on X in August. "It's a world view-western values, pro-warfighter, problem solving, conviction, dominant software, etc. that's why people rep the gear.""
Online communities dedicated to Palantir have grown large, with subreddits and X accounts devoted to nonstop company coverage and fan-driven commentary. Supporters treat stock gains and contract wins as communal victories and adopt Palantir-branded merchandise much like sports fans wear jerseys. The fanbase expanded during periods when military and immigration contractors were unpopular in Silicon Valley, positioning Palantir as a contrarian, principled choice for some technologists. Company messaging and included merchandise notes explicitly link the brand to a mission framing that emphasizes defending the West and building dominant software aligned with pro-warfighter values.
Read at WIRED
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