AppLovin is being positioned as a potential alternative to Meta for direct-to-consumer (DTC) brands, which are eager to leverage its platform. However, concerns linger about whether AppLovin will experience a trajectory similar to that of Pinterest and Snap, both of which faced significant challenges after initial successes. In the broader DTC landscape, brands have encountered difficulties over the past two years, including a soft discretionary consumer market, low exit multiples, and reduced access to capital. Despite these challenges, Shopify has notably tripled its market capitalization from $50 billion to $150 billion during the same period. Meanwhile, a new investment opportunity has emerged through Rally, which is offering shares in a stegosaurus, highlighting the growing trend of alternative assets appealing to affluent investors. Commentary on this trend suggests that Rally may either reflect consumerist excess or represent a genuine effort to democratize access to unique investment opportunities.