I always enjoy your takes, Thalmor. I think this is a worthwhile topic if only to highlight the need for context that is sometimes absent when observing from any top-down perspective. In this case, overall, the context is the culture within these alliances.
As someone who watched from afar, The Media was an exciting thing to watch and always had my attention for sake of the names I knew in that alliance. Its culture was what mattered in that moment and they held a degree of influence by virtue of attention they held. What informed their motivations is entirely lost on me as I've admittedly not pursued the "why" to any measure.
But that's the missing point. The context. The culture of the members which drives the Alliance expression. @Raphael and @Cypher speak well for the context which informs at least a portion of TSC. And if that happens to leave an indelible mark on the players that participate then it was all worth it. If it happens to impact the scope of more than just the realm of The Sword Coast, then perhaps the boutiquey pop-up shop is actually a bit more fashion than trend.
Meanwhile, I have had to stop myself from making too many high-fashion industry puns, so thank you for that. ðŸ«