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  17 It does this so that no one may buy or sell unless he has the brand, which is the beast’s name or the number of its name.
    It does this so that no one may buy or sell unless he has the BRAND,

The BRAND will be necessary to do trade. Consider that at this time, the world may have very little food. Previously there was drought (Revelation 11:3,6), famine (Revelation 6:5-6), and total disruption of food production (Revelation 6:12). NO SUN, NO FOOD!

So it is likely that the official economies of the world have broken down (see lament in Revelation 18:11), and the only thing left is the "underground market" controlled by the "earth beast". How appropriate that he should come "out of the earth" (verse 11).

        *  which is the BEAST's name

Probably the "godfathers" of the Black Market are privileged to carry the "name" of the BEAST.

        *  or the number of its NAME.

The rest of the population will just get THE NUMBER of his NAME.

Don't think it is unusal that the population will so readily accept the BRAND. When one is hungry, you will do almost anything. Taking the BRAND is a matter of survival.

Remember what was said of the tribulation saints, "They shall HUNGER no more," (Revelation 7:16).
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