There is a multimillion-dollar industry selling stoicism on the internet. Its recipe for success is doing exactly the opposite of what stoicism says

A piece argues the recent boom in stoicism is not a philosophical revival, but a profitable self-help and content niche.

The tradition has been repackaged across Reddit, YouTube, TikTok, Instagram, books, and courses, with Ryan Holiday among the biggest winners.

Critics say this digital market often promotes simplified or distorted versions of Epictetus and Marcus Aurelius.

The article questions how an ancient philosophy became a mass consumer product in late-capitalist online culture.