It is also an business since direct applications of theory to practice support the scholarship and things like this website and others. For many years, it spoke with a fairly unified voice. Now, and partially due to Mr. Wilber's involvement, there are many - a cacophony of self-proclaimed experts and authorities spouting versions of truth. Again, do a web search and look at the number of hits. What was once a relatively well-controlled trademark has been diluted to the point of meaninglessness. It's a mess because, like "integral," Spiral Dynamics has come to mean so much it reliably means nothing.