The Ship of Theseus came up in a discussion I was having with someone about brand loyalty (and how fucking ridiculous it is). He dismissed the existance of the problem out of hand when he noticed how much it sounded like philosophy. That would be because it is, but that would be one of those problems without a definite answer that is still an actual problem as soon as you start looking at various constructs with a human perspective (ie giving names to things).
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