However, not everyone was pleased with the rapid changes. A faction, opposed to the new way of life, saw 39's empire as a threat to their power and profits. They argued that the traditional methods were tried and true, despite the evidence that they were unsustainable.

In 2022 and 2023, explicit shock was novelty. In 2024, it is mundane. When a famous rapper posts explicit imagery at 10 AM on a Tuesday, it generates no buzz. The empire has exhausted its own supply of outrage.

As 39's message spread, they attracted followers from all walks of life, disillusioned with the status quo. Together, they formed a community that was determined to make a difference. They developed technologies to convert waste into energy, created fashion from discarded materials, and built structures that were both functional and environmentally friendly.