Copywriting: PS4 & Xbox One Showdown

This copywriting leaves no doubts in your mind. You know exactly what this place is about.

Not the most grammatically correct English, but you know exactly what this place is about.

My little post about why you shouldn’t write how-not-to articles has a parallel in the world of copywriting. The examples I’ve linked to all have something in common with bad copywriting: Don’t Tell it Like it Isn’t,  as Tom Albrighton of ABC Copywriting so succinctly summed it up. The most vivid example in his article — for me at least — is the gym poster by Nuffield Health, and their dead-end slogan, “The gym. It’s changed.” You look at the poster and have no idea what they’re talking about. The entire ad epitomizes what not to do when writing, copywriting, or designing ad campaigns. This particular design reminds me of a teenager suffering from an identity crisis. “I don’t know what I am but I’m not that. I’m different. But I’m still cool.”

A piece of writing, copywriting, or an ad campaign should know what it is about and be able to sell itself to you. Let’s take a look at some better examples of copywriting.

 

Good vs. Evil, Right vs. Wrong, PS4 vs. Xbox One

Kids are cool and different, adults are not. This is the reason video game companies shouldn’t advertise to old people. Albrighton noted that almost half of PS3 owners were over 34, and suggested a few reasons why old people would be a good demographic to target. There’s a number of problems with this, I think, and they all revolve around age and the perception of cool, video games as being a “kids’ thing,” and adults as being uncool. There is a certain age where we all begin to lose our cool, until one day you wake up, look in the mirror, and realize that you are old and not cool. So if you run a campaign that markets to uncool old people, that console’s market might implode. Video game companies would alienate younger generations if they showed middle-aged folks behind a controller with beer and pizza. Sure, it happens a lot, but usually behind closed doors.

Kids don’t want to play a machine that old people play, because old people aren’t cool. Old people who play games don’t want other non-gaming old people to think they’re kids. And old people don’t want kids to think they’re not adults. The only way to fix this problem is to overhaul the worldwide perception that video games and Trix are just for kids. A multi-year, multi-lateral advertising campaign by all the major tech giants, video game companies, and eSports venues should be enough to convince the world that video games aren’t just for kids, they’re for everybody. But until that utopian age arrives, and people of all ages play video games together in harmony, we must live with the knowledge that only kids are cool enough to play and “get” games.

In his piece comparing iPad Air’s and PS4’s ad campaigns, Albrighton criticizes PS4’s “This is for the players” ad for being too busy, among other things.

 

 

At the time of this writing, the top comment under the YouTube video reads, “Playstation makes the best ads ever.” I loved this ad and I think it’s quite appropriate for its target audience: gamers. If anything, the ad needs more adrenaline, more action, more budget, more everything. The PS4 commercial should be compared to the Xbox One commercial or the iPad Air commercial within the context of their respective campaign strategies and audiences. PS4 shoots for younger, cooler gamers, but Microsoft’s strategy is much more ambitious.

Xbox One’s Invitation ad opens up with a twenty- or early thirty-something businessman being invited into the cockpit of a giant robot, but his smooth skin and babyface still don’t make him seem too old. This campaign is shooting for a broader demographic, positioning the Xbox One as the household appliance used for all your entertainment and communication needs.

 

 

Each ad campaign has a different approach to this virtual world of entertainment. The PS4 ad thrusts you into a vortex of gaming worlds (the type of chaos that many games throw at you), which would appeal to a young, imaginitive gamer. The Xbox commercial rather politely brings one world at a time into our mundane lives, invites “a new generation” to step into that other world, then brings that other world into the living room.

And both worlds become one…if you buy an Xbox.

 

Copywriting Serves the Marketing Strategy

And the marketing strategy serves the business’s overall world domination strategy. Microsoft takes on the family omni-device and PS4 takes on the hardcore gaming device. Looking at the big picture, we see that Microsoft aims for the more family-friendly-yet-still-edgy-enough approach to dominate the omni-device market while keeping its foothold in the gaming market via the household. Sony competes by being cooler and entering via the gamer brain.

Since brand or product must define itself clearly in order to appeal to a certain market, it can’t be two things at once. The PS4, by targeting the young gamers and defining itself as a gamer’s machine, can’t appeal to the uncool old people, for instance. The Xbox One has to maintain a more politically correct and calmer approach so as not to disrupt its family-okay image. Therefore, it can’t target adrenaline junkie gamers like the PS4 can.

Obviously, by defining their target market and focusing on that, they make certain sacrifices, because you can’t be everything. But they avoid the trap that befell Nuffield health, which failed to define itself at all — at least in that example. A brand differentiates itself by saying it’s not something, but doesn’t tell you what it is. From our case study of the console wars, we can see how each product shows and tells us exactly what it is, who it is for, how it defines itself for a target market, and how it uses copywriting and ads to serve its marketing purpose.

Resources for Further Study

This post owes inspiration to the above-linked posts by Tom Albrighton of ABC Copywriting. For those interested in learning more about copywriting, head over to his blog and be enlightened. Other good copywriting resources include the Ad Contrarian and Unmemorable Title.

Here is another one of PS4’s cool ads, which follows cool from then till now. In this ad we can see the age boundaries of cool being pushed slightly upwards. Perhaps by PS7 or PS8 we will see senior citizens playing from their wheelchairs, with the slogan, “Players Forever.”

 

 

 

Probably not.

SEO Basics

Site not found. Maybe I should connect to the internet first.

Site not found. Maybe I should connect to the internet first.

How are people supposed to find your site through search engines amid the millions of other websites populating the information super highway? This article explains the basics of SEO to people who know what the term means, but aren’t sure exactly what it is or how it works. When thinking about how SEO works, the best way to look at it is this: Google wants to promote legitimate, unique, high-quality, reputable websites, and filter out spammed sites, filler content, and low quality sites.

The relevance of your site to a given set of search terms is determined by keywords pulled from your content. As long as your site’s text content — in page titles, file names, meta tags, and site content — is articulated appropriately to the search terms your audience would choose, then this part should be straightforward. Web designers are aware of these basics.

Google measures a site’s “reputation” by the quantity and quality (reputation) of backlinks, or inbound links coming from other sites. This is similar to Facebook’s “like” button. A site’s “reputation,” or authority, then determines a site’s placement on the search results page for given key words. Everyone wants to increase their sites ranking on the search results page, because the top sites receive exponentially more hits than lower sites.

Manipulating a site’s ranking in the search results is where SEO gets complicated. It involves keeping up with Google’s methodological changes and second guessing the Google algorithm. It is an esoteric and fast-paced industry that has become the domain of internet marketing companies and code-savvy internet marketers.

Most businesses rightfully stay away from this technical field, which can get murky with questionable methods and ethical debates. The bottom line for most companies is to increase their search engine results while maintaining ethical marketing standards. This is the safest way to ensure that sites don’t get penalized by Google.

On-site SEO means making sure your site is well-designed, containing text that is appropriate to your site’s concept. It is important to make sure the main idea, product, or service of your site is articulated clearly within the text portions of your web pages. This includes page titles, meta tags, and site content. Google only reads text, so text conatined inside of images does not get read, but the image pop-up captions can be read by the Google bot. Web designers are generally aware of these requirements.

Google attempts to filter out those who would manipulate the system, so two-way linking tends not to help, and can even hurt site rankings. Circular linking, where a group of sites link one direction, in a circle, also gets penalized. Link farms, or sites which only exist to provide backlinks to other sites, don’t really help either. Networks of sites which interlink to one another get demoted, duplicate content gets demoted, as does any other activity which could indicate subversive SEO manipulation.

Keeping up with the inner workings of the SEO field tends to be a highly competitive, technical, and time-consuming endeavor, best left to tech gurus.

As long as your site is well-designed and your content clearly articulates your site’s function, internet marketing is a matter of reputation-building and customer outreach, by means of the various new media channels.

The Shape of the Internet

The internet is a stacked -- or ranked -- bell curve. It's a long way to the top, and you have to compete against others to get there.

The internet is a stacked — or ranked — bell curve. It’s a long way to the top, and you have to compete against others to get there.

Internet Space has been shaped by Google. The form it takes is defined by Google’s linear information-representation interface (i.e., an inflexible linear hierarchy of search results as opposed to an interface that’s more intuitive, user-friendly, user-modifiable, and complete, such as a visual representation of the totality of search results which can be filtered and altered by the individual user…say, I want to exclude Facebook and Wikipedia, and Google represents the search results graphically in something like a graph or pie chart…) and the algorithm it uses to sort these results into a one-dimensional vertical line.

Google’s formula organizes the internet into a logarithmic (i.e., exponential, where the difference among sites’ SEO power is in orders of magnitude) hierarchy (specifically I speak of the Page Rank variable, which many see as important, and many others see as less important), according to an article by Smashing Magazine. What this means is that all pages are organized into tiers of a pyramid, essentially, which are orders of magnitude more or less “important” on the hierarchy. My blog, for example, with its zero backlinks etc., has a Page Rank of zero, so another, more popular blog with a Page Rank of one is an order of magnitude higher than mine, so if we were competing for search terms, I would lose every time.

Smashing Magazine said that the logarithm is base six, I think, but that doesn’t matter for small businesses and lay people. What matters is the fact that the internet’s space’s shape is defined by an exponential curve.

Therefore, in order to visualize internet space, draw a right or isosceles triangle, divide into ten tiers, the very top being Google, the very bottom being RAW English, and you have a basic concept of how Google divides up its search results. And since Google is the gatekeeper for the internet for everyone in the universe except people in China who use baidu or bandu or whatever it’s called who cares because it’s not America the Great, this is how to visualize the shape of internet space. BTW, take the Google tier and draw a little eye in it like on the dollar bill, just for some conspiracy fun.

One problem with this model, however, is that while it gives a very, very rough representation of the virtual real estate, i.e., the number of sites occupying each tier of the hierarchy, it gives an opposite conceptualization of the traffic flow, page authority, backlinks, etc. The purpose of this exercise, of course, is to allow you and me to accurately, if simplistically, conceptualize the shape of the internet as it is organized by Google, the only search engine that matters. So to get a picture of the number of visitors to each site and all that, overlay an upside down triangle on top of the first one.

Divide the triangle into tiers and now you have one triangle that represents the hierarchy of the virtual real estate of the various web domains in orders of magnitude, and another triangle which visually represents the space they occupy in the minds of the surfers (the amount of exposure, traffic volume, etc).

Another good way to visualize this would be to draw one rightside-up right triangle, and another upside down one next to it, using crayons or crayola to color code the different types of space. The bottom tier of the upside-down pyramid would represent the small number of visitors to RAW English and other no-name blogs, for example, and the bottom tier of the rightside-up one would represent the large number of no-name websites.

Disclaimer: I don’t do math. The most accurate representation would likely be a triangle with an exponential curve for the hypotenuse that is wide at the base and shoots up very sharply the higher you get and becomes extremely narrow towards the top.

 

Copywriting as Problem Solving

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Copywriting can solve many problems, but not all of them

In another article, I explained how copywriting is text that is designed to communicate a specific idea. Often, that idea is intended to catalyze a sale. The intent is to persuade the reader to buy something.

The idea behind the text, whatever it may be, is typically part of a marketing strategy, designed to solve a particular problem. Obama’s first presidential campaign adopted the slogan, “Change we can believe in.” This message was specifically designed to convey an idea that would solve Obama’s problem: how to win the election by persuading the majority of voters to vote for him. The idea was the axis of his persuasive argument that eventually won him the election. Political language is one of the most prominent places we can see copywriting as problem solving.

But copywriting-as-problem-solving is everywhere, and it permeates the internet. Most of the problems that need solving in this new marketplace are business problems, such as making a sale, or providing information to the reader. Informative articles often serve the larger aim of convincing the reader to become loyal to a certain entity. Oftentimes we will see articles that appear informative, but are actually plugs for a particular product or service. Though this type of copywriting works on certain demographics, it is very tacky and turns off many readers.

Companies that wish to develop solid relationships with their customers tend to avoid this ineffective combination of marketing and sales. Quality copywriting should communicate its idea and solve its problem without being obtuse. This type of copywriting reminds me of people who use duct tape to patch up a broken car window. It’s certainly not the most effective way of solving a problem.

Copywriting & the Craft of Persuasion

110728_0208_3The aim of copywriting is to communicate a specific idea. Like designers, copywriters work both creatively and logically to solve a problem. They design appropriate text that will communicate their targeted ideas to the reader. “Objects in the mirror are closer than they appear” and “just do it” both communicate a specific concept to the reader. The former relates a specific scientific fact, whereas the second, like a political slogan, communicates an emotional message. Though the second is less tangible than the first, it has a specific goal: to evoke a specific reaction in the reader. Both use text to communicate specific ideas.

Copywriting is everywhere. It is in political language, legal language, marketing language, the text on food lables, and street signs. Unlike more subjectively interpreted forms of writing, such as poetry or literature, copywriting has the aim of communicating a specific, objective idea.

In the field of marketing, copywriting usually tries to make a sale. Whether it is landing page copy, a slogan, or a blog article, the bulk of copywriting is aimed at persuading the reader to buy something.

Since the advent of the world wide web, copywriters are often hired to write informative articles and web content. Online publication is virtually free, so anyone is free to express themselves on the web. Persuasive and informative copy has become a new commodity for businesses that wish to expand their internet marketing campaigns. High quality copywriting is vital to the development of a competitive internet marketing campaign.

Five Entrepreneurs that Built their Empires from the Ground Up

This is what money looks like in outer space

Many of the world’s most successful entrepreneurs began their companies from garages, basements, or even a church crypt, in the case of Richard Branson. These bootstrapping entrepreneurs are not always well-educated, but they often have things in common that other entrepreneurs can learn from. They often made their fortunes by taking risks that other businesses avoid, and they all persevere and work hard to overcome obstacles on their paths to success.

 

Steve Jobs

Perhaps the most famous bootstrapper of them all, Jobs began his technology career at Atari, where he and Steve Wozniak worked together to improve the Atari circuit board design. Jobs, the business man, motivated Wozniak to design the earliest machines and Apple prototypes in the late 1970s. Jobs worked out sales deals that would allow him to finance the growing company. With the income that Jobs helped secure, Wozniak was able to improve on each of the successive Apple computer designs, and by 1980, it was the second-largest home computer manufacturer in the world.

 

Bob Parsons

Parsons, the famous CEO and founder of GoDaddy.com and numerous other associated companies, began his working life in Baltimore, where he and his family struggled to make ends meet. After almost failing out of high school, Parsons served in the Marine Corps, obtained an accounting degree from the University of Baltimore, and then taught himself to program. He began Parsons Technology in his basement in 1984, which sold an accounting program called MoneyCount. Using direct mail marketing, Parsons grew the business over ten years into a business that eventually sold to Intuit for $64 million. His next business venture was GoDaddy.com, the number one hosting and registration company in the world.

 

Jeff Bezos

The founder of Amazon.com, Jeff Bezos, was a precocious child who spent his early years exploring the world and trying new things. As a toddler he tried to dismantle his crib, when he was a young child he jerry-rigged an alarm to keep his siblings out of his room, and turned his parents’ garage into a laboratory for science experiments. After a successful high school and college career, lack of support from investors prompted him to quit his job and set up Amazon in his garage. Bezos has gone on to fund other companies and win numerous awards for his entrepreneurial vision.

 

Sam Walton

The famous business leader who began Wal-Mart and Sam’s club began his career as a salesman at JC Penney, where his slipshod bookkeeping almost got him fired. After a stint in the army during World War II, he returned to support a wife and child. With what little money he had, and some money borrowed from his wife’s father, he purchased a Ben Franklin’s variety store, where he established the fundamental principles that would make Wal-Mart a national success: consistently low prices. Through the fifties and sixties, after a few bumps in the road, Walton purchased a number of variety stores and opened his first Wal-Mart in 1962, and the rest is history.

 

Was the Virgin Empire born in a crypt? Only Branson really knows. And the people who read his autobiography.

Was the Virgin Empire born in a crypt? Only Branson really knows.
And the people who read his autobiography.

Richard Branson

The founder of the Virgin empire began a mail order record company in the crypt of a church, where he had already been distributing his magazine called The Student. By advertising through his startup magazine, Branson’s record business boomed quickly, and he opened a record store in London in 1971, then began Virgin Records in 1972. Signing on “risky” bands such as Sex Pistols and obscure bands such as Faust and Can brought Branson tremendous success, and over the next several years, Branson expanded his group of companies to more than 400.

How to Quit Your Life, Travel the World, Become an Expat, and Live the Life of Your Dreams: Google Research

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Bangkok

I suppose I will never tire of internet marketing satire. Yet in my informative humor lies buried a grain of truth, and from that grain can sprout a cornucopia of knowledge.

So You Want to Travel the World

First, make sure you have something to offer the world, such as a job skill or a pretty face. If you don’t have a job skill, then teach English. Once you figure out what you bring to the table, it’s time to quit your life.

Do that by throwing away every material thing you don’t need. Determine what you don’t need by creating a mathematical function that balances your estimated away time (EAT) and the estimated cost of storage (ECS) against the estimated cost of replacement (ECR). Use a spreadsheet to plot a line graph where EAT is a function of time, and your ECR is the inverse of your ECS.The point where ECS and ECR cross paths is what tells you what to throw away and what to keep.

If you have a free place to put your stuff, then don’t worry about it.

The next step is to quit your job, then hop a plane, and get a job.

That’s all there is to quitting your life, really. Getting the job is where the fun begins.

image002How I Do Google Research to Look for Jobs in a Foreign Country

Very few people understand how to do research with Google, so I will explain some basics.

First, it needs to be understood that Google research is a methodology, or a way of searching, it is not just a matter of putting in a couple stupid searches and seeing what comes up. If you want to research jobs, don’t be lazy and just click the top link for the top search for whatever, wherever.

Google is a database that accepts queries, which you can modify. A query is a search string. For instance, “copywriter Tokyo” reveals pages that have those keywords in the title, the body, and/or the URL of web pages. There’s not a lot there, which can mean a few things: there’s not a lot of competition for copywriters in Tokyo, there’s not much demand, they don’t know how to use the internet there for localized internet marketing, they use other methods of marketing, the search time needs tweaking, and so forth. Of course, part of the challenge of searching the internet for jobs in Japan is that most of the geotargeted search engine marketing will be done in Japanese.

So we’re going to keep going with this scenario. Let’s say you want to be a copywriter in Tokyo, either working for a company or freelance.

 

Crap. I had just finished writing this whole post and then I lost over 500 words and have to start back here.

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Job Market Research with Google Operators

Anyways, it’s a jungle out there, so we’re going to use Google search operators to narrow our search. An operator is a modifier that you include in your search to omit results, group terms together, specify where your search terms appear in the results, and so forth. If you include “-” before a term, for instance, results that include that term will be omitted. Before beginning hard core searching, go into your search settings and turn off the “show results as you type,” a seriously annoying feature that won’t let you put 100 results per page, which is you need to do. This way you’re getting ten pages of results at once.

Now let’s expand our search with an OR operator, the pipe:

copywriting|copywriter tokyo

This brings up pages with either “copywriter” or “copywriting” and Tokyo. Boolean logic at its finest.

I find it is better to do all my searches at once, then sift through the piles later. Ctrl+clicking opens up the searches in a new tab. Once I’ve opened up all the interesting looking links in new tabs, I can ctrl+tab between them rapidly.

Now, we can ctrl+N to open a new window, and begin a new search.

copywriting|copywriter|editing|proofreading|”web content” inurl:co.jp

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It’s a jungle out there

This strings a lot of OR operators together, groups “web content” as a single term that must occur together, and specifies that “co.jp” appear in the destination URL, i.e., that it has to be a Japanese .com site. This search produces a few interesting results, but “editing” brings up too many photography- and videography-related links, so knock that out, along with “web content,” and a better stream comes up. Searches for english language inurl:.co.jp also brings up many useful results.

And so on and so forth. The “link:” operator can tell which sites link to a url, so “link:www.shogakukan.co.jp english” will bring up sites that link to this one. Including “english” weeds out Japanese language sites. “Related:” is an operator will bring up sites similar to the one specified. A “~” symbol attached to the front of a term is another very useful operator, that brings up searches similar to specified term.

So after all the useful sites are bookmarked and scanned, we can move on to other methods, such as using Facebook to find jobs. Searching for keywords from your Facebook search box will bring up relevant Facebook pages, which then link to their websites, and so forth.

Other standard venues for job searches include craigslist, classifieds in English language media outlets, and local job sites, which can be found through Google research. Expat blogs are also highly useful sources of information.

Doing Internet Research in Other Countries

Clearly, there are language barriers (for those who don’t speak the language) and often technological barriers to doing Google research in other countries, but internet research is a good first step for those interested in tapping in to foreign job markets.

Well, that’s all the time we have for this week’s episode of How to Quit Your Life, Travel the World, Become an Expat, and Live the Life of Your Dreams. This episode has been brought to you by keywords such as Google research, internet research, become an expat, and how to quit your life. Other major sponsors include a bunch of bold words and high quality web content.

The Canadian Housing Bubble: Crash Landing or Gentle Touchdown?

stock-exchange-77253_640Falling numbers throughout the Canadian housing industry and dire predictions from economists have set off warning bells that the housing bubble burst could signal a housing market crash, or worse. Condo sales in Toronto have fallen by 30%, Victorian home sales are down 22%, Vancouver’s Olympic Village has a hundred overvalued luxury homes that sit empty, and predictions suggest that new home purchases will drop by 27% from last year to a mere 15% this year. The next two years, according to the Canadian Association of Accredited Mortgage Professionals, will see a 25-30% drop in sales, resulting in 150,000 industry-related job losses.

 

The backlash is already hitting the construction market, which has seen new home constructions drop for the third month in a row. The construction industry employs seven percent of Canadian workers, and some economists feel that the housing industry alone could push Canada into a recession. According to <i>The Economist</i>, the Canadian bubble has been part of the larger Western housing bubble, which has already burst in Ireland and America.

 

Soft or Hard Landing?

 

Many hope that the falling numbers indicate a gentle deflation of housing prices. Other recent implosions, such as that in America a few years ago, were exacerbated by America’s faulty system of mortgage finance. With a more solid system backing their loans, Canadians have less incentive to just walk away, according to some.

 

However, the timing for the burst could not be worse. Right now, the global economy is in a precarious position. The American debt crisis and the European debt crisis, compounded by the sluggish Asian economy, could only compound Canada’s oncoming economic woes. If external forces help tip tip the wave and cause it to break, the decline in the housing industry could push the entire economy into a recession.

 

130309_0989Economists frequently repeat the mantra that bubbles always burst, but when they do, they take equity and jobs with them. China and Spain have recently seen vacated luxury apartment complexes and condos – the same kind which are being currently built in Canada for a shrinking housing market – that now sit as dead weight in their housing sector. The Japanese housing bubble that burst in 1991 dropped back below its starting point, so a similar pattern could be expected for the Canadian housing bubble.

 

If the backlash in the housing industry continues to affect the construction sector and ripple back into other industries, Canada could be in for a America-sized recession. Predictions see job losses totaling several hundred thousand. Average debt levels for Canadians are higher than they were when America crashed, and a nation of over-leveraged homeowners is hardly in a position hold off a serious economic tumble. A spiral into another recession is not out of the realm of possibility.

 

Barring a massive downward pull from America, though, or other global economies, a soft landing may allow a retracted and weakened Canadian economy to weather the storm. Canadian banks predict the housing market will land softly, and some in the housing say that the slowdowns in sales do not indicate an upcoming crash. With any luck, the bubble will just fade slowly and give the rest of the economy the time it needs to adapt to the slowdowns.

Google Glass and the Future of the GUI


Google already has plans to evolve Google Glass into the Google iTick, a microscopic tick-shaped device that will be implanted directly onto your retina, feeding your optical input directly to Google so that it responds directly to your eye movements, pupil dilation, and other bodily signals. It gets power directly from your body heat, and it swells larger and larger — just like a tick — the more power it has.

Instead of saying, “Google, take a picture,” or “Google, record video,” you will just have to twitch your eyes in a certain direction to get Google to do what you want. This feature will first be tested out with Google Glass using retinal scanners embedded into the frames, and it will be called Google iTwitch, code-named Google iTweaker.

Just kidding…or am I?

To me, someone who still doesn’t have an iAnything and who doesn’t really want one, someone who would rather carry around a moleskin than jot story ideas into my smart phone, I am disturbed by the trendiness of isolation that is empowered by smart phones. And Google Glass takes that to an entirely new level. Down the road, of course, the internet will just become a layer superimposed on our everyday lives. The Net Layer, if you will, will become a GUI that insinuates itself through the doors of our perception. This will essentially be a pane of stained glass that’s supposed to make the world a better place, but, like stained or dirty glass, or a smart phone, it just increases the opacity of the doors of perception. This narrowing tunnel-vision-ing effect will gradually become unnoticeable.

In the space of my short life, I’ve seen old-style rotary telephones become replaced by smart phones that have all the capabilities of the supercomputers they can connect to. Kids are growing up with these things growing out of their hands, so it won’t be long before this Net Layer, in the form of Google Glass and its descendants, becomes an implanted facet of our lives, from the moment we are born.

We tend to view scientific and technological development as “progress,” yet this is not the case. It is merely the over-development of logical data-crunching, which then manifests itself through these gadgets. Hypertrophied calculators do not evolution make. Emotional, physical, and spiritual growth are left by the wayside, and centuries or millenia will go by before we realize the imbalance.

Well, with global warming, that time frame may be much smaller.

Anyways, I digress, sort of.

Sometimes I consider becoming a Luddite and moving to the middle of the woods somewhere and growing potatoes or whatever. I’ll have copper lining the walls of my cabin, a tin foil hat, and an EMP field to disable any electronic devices that enter into the sphere of my home.

It’ll be awesome.