There’s a difference between tech geeks and tech bros.
The tech bro is selling you NFT web 3.0 AR experiences, the tech geek might be learning Docker to self host a Lemmy instance, not because he needs to, but because it’s fun.
Both have always existed: one was selling you some horrendous domain during the .com bubble, a plot of land on Second Life or even a perfect marriage based on a secret algorithm running on his Commodore 64, the other was busy playing muds and learning how to make free calls by ringing weird tones into a public telephone.
The Coca-Cola thing is just a widespread myth. Red was already used for Santa and Christmas in general before Coca-Cola’s ads.