Stephen Curry has been flashing a screen-less band on his wrist for months, a sleek mystery that has finally been unmasked as the Fitbit Air. According to Android Police, Google’s latest attempt to own your metabolism is surprisingly affordable—until you see the bill for the subscription. Like a velvet rope for your own heart rate, the band requires a Google Health subscription to unlock its full potential. This is the Subscription Body in action, where your own health data is gated behind a recurring monthly fee.

The device will launch in three curated colors: Obsidian, Lavender, and Berry. It is a minimalist accessory for the person who wants to secede from the public health commons and enter a private, data-driven sanctuary. Per the reports, Google is following the Whoop model, where the hardware is merely a delivery system for the elite software that manages your performance. If you want to know how you slept, you’ll have to pay the toll.

In the world of The Hedonist, this is simply the price of entry. Status today isn't just about what you wear; it's about the exclusive algorithms you use to monitor your own biological decay. L’Oréal is playing the same game, with its BOLD venture fund recently investing in the premium body care brand Hanni. Whether it's a subscription for your heart rate or a 'clean' body serum, the message is the same: the best version of yourself is available for a monthly fee. If you aren't paying, you aren't performing.