“Assisted living for Millennials” – that was how one journalist characterized the widespread subsidizing of start-up enterprises that sought to increase their market share by pricing goods and services below cost, essentially losing money with each transaction. Yet, more than thatone cohort benefitted from under-cost pricing for a ride-hailed taxi, food delivery or access to a scooter and so on. And just as this underwritten economy was becoming commonplace, the pandemic forced more substantial assistance programs through the government, with the federal government subsidizing consumer spending to the tune of $5 trillion. Now, as venture capital pulls away from money-losing enterprises and as government support is coming to an end, the pressure moves to corporations to increase wages and salaries sufficiently to sustain the economy’s growth. The Assisted-Living Economy is counting on it.