yes exactly. vice is not a technology company. I was using the notion of brand to make the point that the place that their brand exists is inside people’s heads. I completely agree that the mechanics of the “brain” that powers Vice contain writers (who are creating a sort of unique data set), editors (it’s a stretch, but somewhat like algorithms, editors recombine content — data — in a way that’s relevant to readers). I’d also include style and set of themes they choose to cover as part of what defines Vice.