“Erewhon is one of those phenomena that is ever present if you’re tuned in and invisible if you are not. “Isn’t that just a grocery store?” asked a friend who has lived in L.A. all her life. No, it is not, and has never been, just a grocery store. It exists within, and has always occupied, a space between commerce and cult”
https://www.thecut.com/article/erewhon-smoothie-boston-los-angeles-history.html