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Monday, August 24, 2026Vol. II · No. 24 · Omaha, Nebraska
MoneyHole

Shoveling You Deeper Into Financial Wisdom

Omaha, Nebraska

MARKETS
HOPE-4.2%RENT+11.8%WAGEunch.VIBES+212.5%DOOM+3.7%ROCK+9.1%BEANS-0.03%EGGS+14.6%DEBT+6.9% · recordDGNTY-18.0%SLEEP-2.4%PTO-100.0% · expiredRSUHALTED · pending vestPLSMA+2.2% · twice weeklyPNTS+1,400 ptsLATTE$7.25HSTL+45.0%STRTRno bidTMSHRlimit downIRA-0.9%SSA255$255 · unch. since 1954BOOMR+52.0%GENZdelistedCOPE+18.4%LUCKunch.FICO-41 ptsEQTY+0.0% · theoreticalDDCTBL+$3,400TIPS+22.0% · prompted at kioskTIME-24 hrsMOMLNrestructuredBRNCH$61.00LOYAL-0.4%PENSNno longer quotedSILVR+1.1% · still not gold

The National FabricF · Faith, Wellness & Other MLMs

F4F

Sober-Curious Adaptogen Set

Quit drinking, replaced it with a $16 mushroom seltzer and sound bath.

Reference marketFirst identified in Boulder, Colorado (ZIP area 80304).

Also found inSanta Barbara, California; Portland, Oregon; Mill Valley, California; Santa Fe, New Mexico.

Sobriety, but luxury packaged.

Portrait

In their own words

  • Age37
  • Income$145K
  • Net worth$200K
  • Education79%
  • Home$500K
  • Ownership60%
  • HouseholdCouple, no kids, two therapists
  • VehicleVolvo EV
  • DebtSubscriptions named after feelings
Vice
The concept of vice
Most likely to
Microdose before a budgeting meeting
Signals
Adaptogens, therapy apps, ceramic mugs

Who they are

Thirty-seven, quit drinking and immediately replaced the bar tab with a $16 reishi seltzer and a sound bath that costs more than the bar tab ever did. The vice didn't leave; it got a rebrand, a ceramic mug, and a monthly subscription named after a feeling. Two therapists between them, a Volvo EV, no kids, and a pantry of adaptogens organized by which cortisol they allegedly address. Microdoses before the budgeting meeting to keep the spending "intentional," which it isn't. They'll explain that they're not sober, they're sober-curious, the way one is curious about a yacht. It is healthier than drinking, probably. It is also just consumption wearing a linen shirt and calling itself a practice.

Our neighborhood

A clean-lined two-bedroom with no clutter and a $400 monthly wellness burn. Volvo EV in a covered spot, a fridge of functional mushroom beverages, a meditation cushion that has logged more hours than the gym membership. Subscriptions named Calm, Headspace, and something with an umlaut. The vibe is recovery; the spend is just spend.

Shopping

Swapped a $12 cocktail for a $16 reishi seltzer, which counts as growth only if the sole variable is ethanol. The pantry is adaptogens filed by which cortisol they allegedly address and the subscriptions are named Calm, Headspace, and something with an umlaut. The meditation cushion has logged more hours than the gym membership.

Spending

Roughly $400 a month in wellness burn, two therapists between them, and a Volvo EV in a covered spot. Microdoses before the budgeting meeting to keep the spending intentional, which it isn't. Not sober, they'll clarify — sober-curious, the way one is curious about a yacht.

Media

Sleep-story apps, a neuroscience podcast about dopamine consumed compulsively, and a newsletter on nervous-system regulation read in a state of visible activation. No news, because news is dysregulating. Recommendations arrive by algorithm and get described as intuition.

Interests

Sound baths, breathwork, and a ceramics class taken once and mentioned often. The vibe is recovery; the ledger is consumption in a linen shirt calling itself a practice. Healthier than drinking, probably, and roughly twice the cost.

Where they live

Darker is more of them.

F4 · SOBER-CURIOUS ADAPTOGEN SET

ZIP CODES

—

How thick on the ground

$102K

Median household income

1.42× the national median

$768K

Typical home value

2.88× the national median

7.2×

Home value against income

1.92× the national median

63%

Bachelor's degree or higher

2.71× the national median

55%

Owner-occupied

Share of occupied units

$2,319

Median gross rent

Monthly, contract plus utilities

2.19

Average household size

Persons per occupied unit

38.0

Median age

Years

How they compare

Against the average American household.

  • Median household income

    1.42×

    $102K here$72K everywhere else

  • Typical home value

    2.88×

    $768K here$267K everywhere else

  • Bachelor's degree or higher

    2.71×

    62.9% here23.2% everywhere else

  • Home value against household income

    1.92×

    7.20× here3.75× everywhere else

Who lives next door

Household types that turn up on the same blocks.

The receipts

No.SignalAgainst the countryReading
  1. 01Bachelor's degree or higher94th62.9%
  2. 02Works from home88th24.5%
  3. 03Single-family detached13th47.3%
  4. 04Owner-occupied13th54.8%
  5. 05Married adults26th45.2%
  6. 06Residents 25 to 3483rd16.9%
  7. 07Commutes by transit86th3.6%
  8. 08Average household size23rd2.19
  9. 09Walks or bikes to work82nd5.8%
  10. 10Households with children28th21.7%

SourcesFigures from the U.S. Census Bureau. Everything else is observation.