What do the disappearance of apple varieties, the appearance of politicians on talk shows, religious fundamentalism, and the art and music market have in common? Everywhere, diversity is being reduced, and the unexpected and unconventional are being pushed aside. In place of unique content, supposed authenticity takes center stage: It is no longer about the "what," but only about the "how." Thomas Bauer outlines the consequences if we continue down this fatal path of losing diversity.