This one is a rollercoaster. Madrigal decides to buy a cheap coat off of an Instagram ad, and upon receiving the item starts wondering how it got to his home. He digs further, only to fall in the rabbit hole of modern e-commerce. Beacuse the front-ends are shiny squares on Instagram and Shopify, we usually don’t think of the cross country supply chains fed by Chinese entrepreneurs on Alibaba, or who is even doing that Instagram marketing in the first place. This is a good peek at the bowels of the machine.