At what price should the domain of value be extended?
What if Tough Mudder manufactured the antithesis of a desirable social link ? This article is a reaction, from a prospective perspective, to the previous essay introducing the notion of the “linking value proposition” in business modeling. Three questions are added to the research agenda sketched out with this notion by Franck Barès and Bernard Cova: 1) drawing on Hartmut Rosa’s sociology of world relations, the deconstruction of mutual aid between Mudders and the offer of a “fake us” profiles the need for a sociological understanding and an analytical grid of what “link” can be made of to better equip the entrepreneur-becoming-matchmaker; 2) analysis of the specific field explored (extreme sport) reveals the need for reflexivity in the face of the neoliberal injunction to hyperperformance and suggests an examination of the social practices of individuation involved in the symbolic dimension (creation of meaning and signs of identity and social belonging) of value creation in the age of hypermodernity; 3) finally, this article suggests completing the analytical grid with the political dimension of all value creation, by questioning the possible rebalancing of power relations that a value proposition based on linkage in the market economic sphere would allow.