Here is how Ken Bone, newly minted celebrity, introduces himself on the Twitter feed he established on Sunday: “Somewhat reluctant, undecided, cuddly internet political faceman!”

The “undecided” part is, it seems, still true. So, definitely, is “cuddly,” and “political faceman”—not to mention the earnest enthusiasm of that crowning exclamation point. “Reluctant,” though? That might be a little less true than it was on Sunday. Bone now has, by virtue of his status as the civilian victor in Sunday’s presidential debate and his subsequent transformation into a human meme, more than 200,000 followers on Twitter. This afternoon, he sent out the following message to them:

Everyone wants to know if I've decided... and I have. uberSELECT helps you ride in style like me https://t.co/HyOS8z9SRd — Ken Bone (@kenbone18) October 13, 2016

The tweet links, as you’d expect, to some bona fide (and also Bone-ified) marketing literature for uberSelect.

Why should you choose uberSELECT? The safe, affordable rides you know and love — with an added touch of luxury

Top rated driver partners

All at a cost that won’t break the bank! All of this was more than enough to win over the formerly undecided Ken Bone, who this morning took the first-ever uberSELECT ride in St. Louis!

Yes. Again, just what you’d expect. Not about the tweet, necessarily, but about the cycle that it represents. In the space of a few days, Ken Bone has gone from a man, to a meme, to a celebrity, to a … brand. Or, more specifically, a #brand. Which is to say that he has ridden the roller coaster of microcelebrity to its inevitably commercialized conclusion, stopping along the way for lots of pictures that will commemorate the experience later on.

So, first, there were all those tweets. And the guy who wrote a song about him. And the twitterer who wrote a poem about him. Bone made the requisite appearance on Jimmy Kimmel. Stephen Colbert wrote a ballad in his honor. He was interviewed by The New York Times (in an article announcing in its headline that “Ken Bone Is Closer to Deciding”). Time magazine did a deep-dive analysis of the celebrities Bone follows on Twitter.