Lora Kelley’s article in The Atlantic explores the surprising and often overlooked influence of direct-selling schemes—commonly viewed as fringe business models—on the broader American economy and workplace culture. While these schemes, such as multi-level marketing (MLM) and other direct-sales organizations, are frequently dismissed as marginal or even predatory, Kelley argues that their underlying values and practices have subtly penetrated mainstream business thinking and the national economy.
The piece highlights how direct-selling organizations have popularized a set of beliefs about work, success, and entrepreneurship. These include the idea that anyone can achieve financial independence through sheer determination and networking, the blurring of boundaries between professional and personal life, and the promotion of constant hustle and self-promotion. Over time, these ideas have not only shaped the culture within direct-selling companies but have also influenced how many Americans perceive and approach work more generally.
Kelley points out that this shift has contributed to a broader acceptance of gig work, freelance arrangements, and the erosion of traditional employer-employee relationships. The article suggests that, although direct-selling schemes are often criticized, their values—such as self-reliance, personal branding, and the commodification of social networks—have become deeply embedded in the American work ethic.
In summary, The Atlantic article argues that the shadowy world of direct-selling has had a profound and lasting impact on how Americans work, think about work, and define success—even if its influence is rarely acknowledged in mainstream business discourse.