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almost free

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The internet needs a makeover. I remember when I wanted to make a fun certificate or a personalized card, I could just do a Google search and find a free resource. Now when you do it, the top 10+ sites found in the search all require you to register, login, sign up, or sign in with Google or Facebook. Don’t worry, your first 30 days are free, or you’ll need to put your email in to get promotional spam sent to your inbox.

I get it. It costs money to run a website. I know, I pay to keep DavidTruss running and thanks to some affiliate links I’ve made about $35-$40 over the past 15 years. Add another $15 if you include royalties from my ebook, which I give away free everywhere except on Amazon where I couldn’t lower the price. This is my sarcastic way of saying that I don’t make any money off of my blogging and I actually have to pay to keep it running. That’s fine for me, I don’t do this for an income, but most websites need a flow of cash coming in to keep them going.

But no matter how you look at it, things on the internet have gotten a lot less free over the past decade. My blog’s Facebook page doesn’t make it onto most people’s stream because I don’t pay to boost the posts. Twitter, since it became X, has been all about seeing paid-for blue check profiles and my stream feels like it caters to ‘most popular or outlandish tweets’ rather than people I actually enjoy following. Even news sites are riddled with flashy advertising and gimmicky headlines to keep your eyes on those ads.

There needs to be a way to keep things ‘almost free’ on the internet, while not inundating us with attention seeking ads, or making us register and give away our email address to be spammed by promotional messages we don’t want. I think it will come. I think there will be an opportunity to choose between ads or micropayments. Read the kind of news you want or listen to a podcast for a penny. Like what you read/hear? Give a dime, or quarter, or even a dollar if you really like it.  There are already people donating this way on Live events on YouTube and Twitch and other similar sites, it just needs to get to the point where it’s happening on any web page. I’d rather pay a tiny bit than be inundated with ads. It’s coming, but not before it gets worse… we now have ads coming to Netflix and Prime. They want us to pay MORE to avoid them. The model is still about exploitation rather than building a fan base. Subscriptions will dominate for a while and so will models that upsell you to reduce the clutter… but eventually, eventually we will see the return of the ‘almost free’.

High versus low trust societies

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I love when someone adds to my perspective on social media. That’s exactly what happened after I posted Basic assumptions a couple days ago. The post reflected that, “people no longer give each other the benefit of the doubt that intentions are good. This used to be a basic assumption we operated on, the premise that we can start with the belief that everyone is acting in good faith.”

I shared the post on Twitter and Chris Kalaboukis and I had the following conversation thread:

Chris: Reading your post: could we be transitioning from a high-trust to a low-trust society?

Dave: Yes, that seems like an appropriate conclusion. Is there an author that speaks of this idea?

Chris: Not that I can recall, however, if you look at the attributes of low-trust societies you see a lot of what is happening now.

Dave: So true! The circle of high trust seems to be shrinking and it really seems like a step backwards… tribalism trumps the collective of a greater community.

Chris: It is. It seems that even our institutions are driving us towards more tribalism and division.

Dave: And how do you suppose we correct this course? I honestly don’t have a clue, and see things getting worse before they get better.

Chris: I think that in reality, most people prefer to live in a high-trust society. We need leaders and media who support that vision.

Dave: I think the biggest problem right now is that most leaders do not want to step into a limelight where both social media and news outlets are only interested in focussing on the dirt. It seems everyone is measured by their worst transgressions, regardless of many positive deeds.

Chris: If it bleeds it leads. we’ve never been able to communicate with more people at the same time but the only communication which seems to get through is negative. It’s all about keeping your attention to sell more ads.

Dave: I sound like quite the pessimist, that’s not usually my stance on things, but I do struggle to see a way forward from here.

—–

The idea Chris shared that we could be ‘transitioning from a high-trust to a low-trust society’ seems insightful and really intrigues me. It isn’t happening at just one level, but many!

• Scam phone calls and emails are perfect examples. We used to operate from a position of trust, but now unknown calls and unsolicited emails are all necessarily met with skepticism.

• Sensationalized news leads with misleading headlines that are more about getting attention and clicks than about providing truthful news. And if the news slant doesn’t match your beliefs, it’s ‘fake news’.

• Sales pitches and advertising promises almost everything under the sun, you aren’t buying a product with a basic function, you are buying a product that is going to change your life or transform how you do ‘X’, or use ‘Y’… your results will surprise you and you’ll be amazed!

• If you are even slightly left wing you are ‘woke’ or ‘Antifa’ in the most derogatory way you can use these words. If you are even slightly right wing you are ‘Alt-right’ and racist. No one gets to sit on a spectrum, you are either viewed as an extreme on one or the other side. And even agreeing on one topic on the other side makes you less trustworthy on your side.

These are but a few ways we’ve become a lower-trust society. Ad hominem and straw man attacks get more attention than sound arguments. A well said lie is easily shared while complex truths are not. Saying a situation is complex and sharing nuance does not make for catchy sound bites, and aren’t going to go viral on TikTok, or Instagram Reels. No, but the snarky personal attack will, as will a one-sided, extreme view that packs a powerful punch.

What’s worse is that moderate voices get shut out. And in general many people feel silenced or would rather not share a view that is even slightly controversial. So the extreme voices get even more airtime and attention.

I feel this often. Writing every day, and sometimes picking controversial topics to discuss, I find myself tiptoeing and treading very carefully. I said in my Twitter conversation with Chris above, “It seems everyone is measured by their worst transgressions, regardless of many positive deeds.” I sometimes wonder what one thing I’m going to say is going to get blown out of proportion? If I write one single inappropriate or strongly biased phrase, will it define me? Will it undermine the 1,500+ posts that I’ve written, and make me out to be something or someone I’m not?

This sounds paranoid, but I wrote one post a few years ago that a friend private messaged me about, then called me and said I’d gone too far with my opinion on a specific point. I totally saw his point, went back and adjusted my post to tone it down… but I feel like that one issue, that one strong and overly biased opinion shared publicly put a rift in our friendship. And that’s someone I respect, not some stranger coming at me, not someone that doesn’t know my true character. My opinion in his eyes is now less trustworthy, and holds less value. That said, I appreciated the feedback, and respect that he took the time to share it privately. That’s rare these days.

The path forward is not easy. We aren’t just swaying slightly towards a less trustworthy society, we are on a full pendulum swing away from a more trustworthy society. Tribalism, nationalism, and extremism are pulling our world apart. Who do you trust? What institutions? Which governments? Who do you consider a neighbour? Who will you break bread with? Who do you believe?

The circles of trust are getting smaller, and the mechanisms to share bias and misinformation are growing. We are devolving into a less trusting society or rather societies, and it’s undermining our sense of community. We need messages of kindness, love, and peace to prevail. We need tolerance, acceptance, and more than anything trustworthy institutions and leaders. We need moderates and centrists to voice compromise and minimize extremist views. We need to rebuild a high trust society… together.

Advice for everyone, and no one

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A frustrating if not comical aspect of social media are lists and advice that are so banal they actually hurt to watch or read. I just saw a content creator give her “Top 3 tips for getting back on track with your credit.”

This was to:

1. First create a budget. Stick to it. And update it regularly.

2. Make cutbacks to save at least 3 months worth of monthly income.

3. Only spend what you already have.

The worst part of this ‘great advice’ is that it was sponsored by a bank. This was basically a paid advertisement from a savings bank, spewing trite and wasting our time and attention.

Here’s my advice to quit smoking: Don’t buy cigarettes.

Here’s my advice to lose weight: Eat less, exercise more.

Here’s my advice to get more sleep: Go to bed earlier.

Here is my advice to giving advice: State the obvious and you’ll always be right!

…But the advice won’t be taken, because that’s not really advice. It’s hopes and dreams. It’s laudable, wishful thinking. It’s not actionable for anyone who the advice is directed at. I’m reminded of a Derek Sivers quote, “If information was the answer, then we’d all be billionaires with perfect abs.”

I don’t know too many billionaires with perfect abs, and facts disguised as advice won’t get you there either.

Prices not as shown

Recently I’ve been looking at prices for things like flights, car rentals and hotel rooms. In each case I see prices per seat or per day/night and then I get to the online checkout and I am paying so much more.

On a plane ticket, I am being up-sold for luggage and seats. Hotels and cars add additional taxes, and apps like AirBNB have added cleaning fees and other fees. A hotel that said $389 a night had a final cost of $528 after taxes and fees. That’s 35% more than the advertised nightly cost! In another instance, a $159 flight ended up being over $400 with checked bags, selected seats, and a changeable date (for a small additional fee).

It’s frustrating starting your buying experience feeling like you are getting a deal and ending the same buying experience feeling like you’ve been ripped off. I understand up-selling, but if I see a room cost per night advertised, that’s what I should pay, not 35% more for the same room.

I get that profit margins are competitive and narrow, but I don’t get this false advertising of costs that end up being so much more than shown.

That said, I have no idea how this can change? AirBNB isn’t going to start putting the total cost per night including all fees into their advertised price per night if Expedia and Travelocity don’t do the same, and vice versa. So we are stuck doing the math after we get to the checkout page, and invariably feeling a bit ripped off. That’s not a great customer experience if you ask me.

Realistic targets

Whenever I see people get on diets or start jumping into crazy workout schedules I think about how long they will last? Is this a lifestyle change or a temporary change? And often the ones that are temporary are focused on unrealistic targets that they are very unlikely to get to.

Have a listen to James Smith’s TikTok about ‘Optimal’ targets (oh, and be prepared for some f-bombs and colourful language):

I wrote a post recently about optimization rather than maximization, and it was somewhat similar, but this really hits the nail on the head.

Good habits, optimizing small patterns of behaviour, and living a good life without ridiculous sacrifices or hours upon hours of relentless dedication. Not 3 hour a day workouts, but at least 45 minutes five days a week. Not broccoli and chicken every day, but being thoughtful about junk food and making smart choices.

Not unachievable targets, but realistic goals over long periods of time where you’ve maintained good habits for eating, sleeping, and working out. Fit for life, not looking fit for my holiday bathing suit. Healthy living, not perfect diets and workouts. Because when the bar is set too high, when you believe the fitness magazines that tell you how to get a 6-pack in 6 weeks, you are not seeing thé tremendous sacrifices those abs require. We need to set a realistic destination, then enjoy the journey.

Web advertising vs micropayments

Right now, if you do a Google search for a product like an iPhone, above the link to Apple.com you will see ads to purchase a phone. Those ads are how Google makes its money.

Meanwhile, if the search you are doing isn’t a product, but an idea or concept, then those ads aren’t always about selling something, but rather about sharing content… and that content is usually surrounded by advertising. That’s how a website gets you to look at ads on their page, how they get advertisers to pay them for views and clicks on their pages. This race for your attention is not free, and what you see on the internet, at the top of searches, and on websites next to, above and below, the content you want to see is the price we all pay… the price of our attention.

I think that there is going to be a social media platform that will show up in the next few years that is going to figure out micropayments as a means to share ad-free content. Want to see a news article with no ads? Pay 1/10th of a cent. Find a great article you really enjoyed? Give them a hand clap or two (applause of some sort), each worth 1/10th of a cent. If you really like it, you can share 10 X of your applause… or a whole penny. Enjoying some art shared or creative writing? You decide how much applause to give.

You’ll have people not paying much, but others will be generous. And along with this will come a culture of disliking sites that embed advertising. We will see a lot more ad-free content. News sites might insist on a micropayment. The challenge is how to get people to ‘buy in’ to paying rather than seeing ads. I think this will happen with a social media platform that does 2 things:

1. Charges about $10 to join.

2. Gives you 9,500 ‘points’ to give away. (10,000 times 1/10 of a cent minus a 50 cent or 500 point fee.)

Basically, you will be given the points to give away through applause for websites you like. Because these points will be called something fun besides 1/10th of a cent, and because you get so many of them, you’ll think nothing of sharing a few of them on content you like. When you run low on them, you can purchase another $5, $10, or $20 more, but with a decreasing commission:

$5 gets you 4,250 points

$10 gets you 9,500 points

$20 gets you 19,700 points

The sweet spot will be $10, which isn’t a lot of money if the points last the typical person more than a month.

Some people will use their points miserly, others will spend over $20 a month. Overall, an economy of paying, or rather ‘applauding’ content that is shred ad-free will become something people are happy to do.

It will be interesting to see how micropayments will influence the content that is shared. Will we see sites begging for applause? Viral videos earning more money than advertising could ever get them? Sites donating their applause to charity? There are many ways this format could go, but I think one thing you will see is a genuine hate for websites that share ads embedded in content… and I’m looking forward to this!

Manipulation and Engagement

Spend an hour and a half watching Social Dilemma on Netflix.

The section on fake news about an hour into the show is truly alarming. Fake news travels 6 times faster and further on Twitter than real news. Think about that as a battle against or for Truth. It’s an unfair fight.

Polarization is growing because polarized messages feed the attention algorithms better than centrist views and ideas.

Your social media feed isn’t designed to give you what others get, it’s catered to keep your attention. Your attention is the product. Social media sites vie for that attention and then sell it to the highest bidder… and the highest bidders are not just shoe companies and consumables, the highest bidders are wanting to influence the next video you see, and the next idea that moves your thinking where they want.

If you use social media, you are not in control of your own attention.

When bad ideas go viral

A decade ago viral videos went viral organically. People shared videos, these went into other people’s timelines, and they shared it too. This can still happen on Twitter, to a small extent, but not on Facebook. Facebook viral videos only happen through advertising dollars. Even that cute cat video doesn’t spread unless it is pushed through. The next time you see a viral video with million of views on Facebook, take the time to notice three things:

First, notice that he video was uploaded to Facebook. It’s not a YouTube or Vimeo embedded video, it’s actually a video that was saved on Facebook. This is so that they can fully track, and have advertisers pay for, engagement.

Second, notice that the video will have some branding on it: A website logo or emblem of some kind. It is being promoted by a company or organization.

Third, notice if it is from someone that you regularly see in your timeline. Your timeline used to be every post from every person you follow, now your timeline is curated and you see some people more than others… but when a friend that’s seldom seen in your curated list shares a paid-for/promoted video, suddenly you see their post in your timeline again.

This becomes dangerous when the information shared is false. Here are two specific examples where this is scary right now:

1. Anti-vaccination propaganda: vaccines have made our world a significantly safer place. Hopefully there will be a vaccine for Covid-19 soon, but the reality is that millions of people will likely opt out of taking it and the virus could linger for years, mutating and making the very vaccine useless. Measles have had a resurgence because less people around the world or vaccinating their kids.

2. False claims about Covid-19 cures and anti-mask groups are undermining the science behind fighting this virus. The most recent viral video, taken down by Facebook, has a doctor espousing how she has cured over 300 Covid-19 patients with Hydroxychloroquine. I wrote about this drug as a treatment for covid-19 here: Trying to find the Truth

It’s one thing to say a drug is useful in helping treat an ailment and yet another to claim it is a cure or somehow preventative (like a vaccination).

I’ve had an argument with some very smart people that think Facebook should not take down videos like this because ‘people should be able to watch them and make their own decisions’. Maybe I’d have agreed with them a decade ago, because the video would have to spread organically and people could share their concerns along with the video. But today, that video will get millions of viewers targeted through advertising dollars to promote bad ideas. And advertisers with their own agendas will feed the video to people most likely to agree and share it with support.

This isn’t an organic process. It’s marketplace advertising being used to market and sell bad ideas, entice anger, and polarize opinions and perspectives. Even the taking down of the video has become polarized with the ‘Leftist social media sites only taking down videos they don’t agree with.’ …suddenly this is about politics and not about the spreading of dangerous ideas.

There are a lot of bad ideas being intentionally spread right now. The scary part of this is that these bad ideas are going viral through advertising dollars spent with an agenda to create anger, divisiveness, and the polarization of people.

And while I’ve focused on anti-vaccines and Covid-19 cures, media outlets have used fake (or carefully edited) protest videos to entice anger and gain clicks and advertising revenue, and used language to specifically pander to specific audiences. The desire to share messages virally has made it so that almost any (newsworthy) viral video you see will likely be one that has an agenda, and that agenda is seldom to give you the truth.

Ask yourself who is behind the next viral video you see, then ask yourself what their agenda is?

The Netflix Trap

Despite the fact that I grew up in the era of Seinfeld and Friends being sitcoms that were on the air, I haven’t seen all of the episodes. My daughters have seen every episode in order, and my youngest daughter is on her 3rd round of watching Friends through all 10 seasons, or 236 episodes, on Netflix.

When I watched these shows, they were on TV, with commercials, and we didn’t have a VCR set up if we missed the time slot. By the time the reruns were on, I was already not a fan of waiting through commercials to watch a show.

This weekend I got sucked into a drama on Netflix, and still nursing an injured knee, I found myself in front of the television for hours. I fell deep into the Netflix trap watching the next episode, after the next episode, after the next episode. ‘OK, just 1 more,’ I’d tell myself, then just one more after that…

I do this sometimes on longer breaks like summer and Christmas break but it’s very rare that I sink into a series like this on a regular weekend. The appeal is strong when there are no commercials and the opening/closing credits can easily be skipped. There is no waiting until next week’s time slot on TV, no waiting for commercials either. Just show after show, with each ending designed to hook you into the next one.

Watching television has changed significantly. I can see how easy it is to stay trapped in front of it now in a way that wasn’t possible when I was younger. YouTube and Facebook can be the same for some, with the next video automatically playing after the one you are watching is done. Blink and several hours have gone by.

I had a good dose of this on the weekend, and I’m done for now… At least until the March break. The series I was watching has one more season and I’ll probably watch most of it in a two to three day span. I force myself to wait for an extended break. But when I start, I don’t pretend that I’m not easily sucked into the trap of binge watching, like many others.

Fed up with the news

I don’t watch the news, don’t listen to the radio, but I want to know what’s happening in the world. So I do two things on my phone, first I have the news App and Flipgrid set up on my phone… swipe right from my home screen and there are the headlines. Then there is always the search feature on the Twitter App with the news column.

I don’t spend a lot of time going past the headlines, but I do look a little deeper when major events happen. I also admit to metaphorically slowing down to see the accident at the side of the road, when a certain political leader tweets something outrageous, but the line between news and entertainment blurs here. It would be fully laughable if it wasn’t so unsettling.

This news-through-headlines (and trending hashtags) approach keeps me away from the painful aspects of the news that I’m fed up with, such as:

1. Headlines that belong in Tabloids such as, “This Facebook Post Almost Broke The Internet.” Or: “12 Products You Can’t Live Without.”

2. An overemphasis on Hollywood stars, musicians, and royalty.

3. An embarrassingly morbid focus on the macabre: Shootings, tragedies, and death.

But even this approach doesn’t allow me from escaping the idiocy of the news as described in this tweet:

It doesn’t stop the glorification of horrible people.

It doesn’t prevent me from seeing an onslaught of negative headlines about tragedies around the world.

Yes, some tragedies are relevant to the world, and a few need to make the headlines. But it’s time for news outlets to think of the turmoil and upset they leave behind when they use a ‘If it bleeds, it leads’ attitude. It’s time for news outlets to stop creating click bait titles. It’s time for news outlets to realize the influence they have, and to be more concerned with their influence, and less concerned about getting our attention at any cost.

In the mean time, I’ll try to do my part and avoid clicking on links that I think undermine valuable news sharing for the sake of one more view of advertising on a web page.