In mid-­2020, Bonds, a well-­known Australian fashion retailer, released a line of cotton face masks that had been treated with an antiviral finish. Back then, most people assumed wearing a cotton mask provided good protection against COVID-­19, but masks were in short supply around the country. Unsurprisingly, they sold out in an instant. The company had to make a rush order of another 4 million to keep up with demand. That extra batch sold out immediately too.