CRUX comes as a need to change the way consumerism works. It's more than anything a manifesto. A desire to blur the lines between the consumer and merchandiser. To step away from the rigid social systems we are used to. It's here  to answer the human need for emotions, real time communication, affection, creativity and freedom of expressivity in both the real world and virtual one. To create a fusion between the two entities to ensure the most creative and satisfying result that could benefit both, not necessarily in a material way, but a state of well being .

CRUX addresses also two new ways of design. One of them is UX design which is the process of enhancing user satisfaction with a product by improving the usability, accessibility, and pleasure provided in the interaction with the product.User experience design encompasses traditional human–computer interaction (HCI) design, and extends it by addressing all aspects of a product or service as perceived by users. The second is Immersive design describes the activity of a new generation of designers who work inclusively across all story-driven media, from film and interactive media to live audience environments. Immersive designers deal simultaneously with virtual and dimensional environments and who and what they contain; and with time-based narrative and story space.

All in all when it comes to CRUX and it’s effects on society you will not be able to avoid it because one way or another the CRUXade is coming.