“…The pilgrim within us seeks out sacred (if not extraordinary) experiences in a multitude of spiritual settings, from locations commonly associated with the occult (Rinallo et al , 2016) to ancient histories and esoteric myths (Scott and Maclaran, 2013) and even shamanic travel in the depth of the Amazon jungle (Dean, 2019). As the mundane is commonly sacralised (Belk et al , 1989), we see how the market carves out new sites of pilgrimage, including Christian theme parks (O’Guinn and Belk, 1989), holy-land simulations (Crockett and Davis, 2016), shrines for celebrity culture (Frow, 1998; Graves-Brown, and Orange, 2017), commodified sites for experiencing dark tourism (Sun and Lv, 2021) or (re)enchantments of our past (Goulding et al , 2018) as well as venues of counterculture that act as a respite from our commercial world (Kozinets, 2002). Recent Netflix docuseries, such as (un)well (2020), are a testimony of our hunger for something sacrosanct in the market, as consumers search for healing if not enlightenment from an array of products and services from bee venom to extreme fasting.…”