Online nobody needs to own anything, because instants can't be owned.

Online culture is formed of discrete packets of content in which ownership of what's involved is usually left out. If you're in a store trying on a hat and take a picture and that picture goes viral, owning the hat was unnecessary. The space, the objects, the lighting... everything that went into that image became part of your product. You don't have to own anything to come up with fresh content, you simply need to go somewhere, take pictures and share them. Where can you find the most content? A park. A mall. The library. A festival. A swap meet.

But if you want hats to be available in the future, consider buying the hat.