Why is Silicon Valley suddenly obsessed with being tasteful?

This article discusses how major tech companies like Palantir and Anthropic are using fashion and lifestyle products as marketing tools to build their brand image and appear more culturally sophisticated. The piece describes examples such as Palantir selling a $239 branded denim jacket made in Montana and Anthropic taking over a coffee shop, suggesting these companies are attempting to appeal to customers and the public through lifestyle branding rather than traditional tech marketing.