This audience researches obsessively, upgrades frequently, responds to peer recommendation over advertising, and photographs its purchases publicly. That last habit is free marketing for whoever sold them the parts. Setup became a noun with its own culture. Desk setups, battlestations, studio setups, streaming rigs. Communities built entirely around photographing and discussing them run to millions of members and drive real purchasing of monitors, desks, lighting, keyboards, chairs and cable management.

Enthusiasts upgrade constantly and their old gear has to go somewhere. That’s the secondhand opportunity, and it’s the most interesting reading of this name. Setups are a culture with a vocabulary. Desk setups, home studio setups, streaming setups, workshop setups. Online communities dedicated to them run to millions of members and drive continuous purchasing of desks, monitors, lighting, audio gear and the accessories tying it together. The name suits a shop, a curated store, a secondhand exchange, a configuration and shopping-list tool, or an affiliate platform.