Classic PG essay in a lot of ways, but I was expecting (a) the entire watch discussion to be 1/10th of its length, and (b) lead DIRECTLY into a social commentary around how every area -- politics, software dev, music creation & distribution etc -- are now firmly in their terminal brand ages.
A political admin lies directly to your face daily - well, the base doesn't care because they've bought into the brand. The Truth and principles are irrelevant.
A talented musician is making innovative, fresh music - but hasn't yet learned the ability to market herself on IG/TikTok - well, she won't reach an audience because she can't compete in a brand game dominated by marketers and AI-driven beat-makers. The music is irrelevant.
Creating software used to be a very human thing - empathetic understanding of the user's problems, a dash of inspiration and good taste, and you get some cool stuff and possibly a valuable company; but now, if all that's automated, what is it? The craft is irrelevant.
Hmmmm. Perhaps his essay wasn't dark enough.
A political admin lies directly to your face daily - well, the base doesn't care because they've bought into the brand. The Truth and principles are irrelevant.
A talented musician is making innovative, fresh music - but hasn't yet learned the ability to market herself on IG/TikTok - well, she won't reach an audience because she can't compete in a brand game dominated by marketers and AI-driven beat-makers. The music is irrelevant.
Creating software used to be a very human thing - empathetic understanding of the user's problems, a dash of inspiration and good taste, and you get some cool stuff and possibly a valuable company; but now, if all that's automated, what is it? The craft is irrelevant.
Hmmmm. Perhaps his essay wasn't dark enough.