Millennials and Gen Z have been lied to by advertising and polished PR campaigns their entire lives. They don't trust a perfectly lit McDonalds burger; they trust a grainy video of a friend eating one. Malmasti creators succeed because they admit their flaws. When a Malmasti influencer shows their messy apartment or their failed business venture, the audience views it as "real." This perceived honesty has become the most valuable currency in popular media.