Tuesday, May 22, 2012

Future Nausea

Engineering is about finding excitement by figuring out how human behavior could change. Marketing is about finding money by making sure it doesn’t.

A good read, although it's basically just a rehash of Zero History, and doesn't seem to be aware of it.

He does reference Gibson, though, referring to his quote - "The future is here, it's just not evenly distributed" - which is often mis-quoted as "The future is here, it's just not evenly distributed yet."

This actually suggests a different, subtler reading of Gibson’s unevenly-distributed line.

It isn’t that what is patchily distributed today will become widespread tomorrow. The mainstream never ends up looking like the edge of today. Not even close. The mainstream seeks placidity while the edge seeks stimulation.


This is the whole reason it's important to get the quote right. Adding a "yet" to it changes the whole idea. The future is here, but it's not evenly distributed, and it never will be.