Are this generation of meme players not playing by the rules? Amicadito goes head-to-head with traditional approaches, refusing the capital-driven hype and instead choosing a "fun above all" route. A group of retail investors create their own memes and spread them themselves, turning a cute little cat into a phenomenon—who says memes have to be tools for fleecing newcomers? Maybe this cat really can, through the pure power of the community, tear open the industry's capital-scripted façade.