It could be considered the mantra of the millennials and refers to something that has to be available to everyone immediately.
Google search and immediate gratification capabilities are the characteristic of the: “I want what I want when I want it” generation.
In the fashion world there is an ongoing debate about the efficacy of the show system. What’s the reason of making clothes available to everyone to see via a live stream, when they cannot be able to buy them for another six months? At that point they will either have forgotten all about them and moved on to the next thing, or already bought the high street copy, and moved on to the next thing.