Let me take you on a journey.
An industry that never stops lauding itself for its creativity and innovation has built its own success mythology by endlessly repackaging the same banal functions that have existed for about as long as the Web.
It seems, though, that SnapChat will be the last big new player in “social” for awhile, at least until the kids get their dander up for something new. What’s the new hotness in an industry that exemplifies 21st American capitalism, in that it’s a cannibalistic hustle where only the most shameless hucksters survive?
Juicero deserved all of the attention it got and more — it was so pure, so impossibly telling about the pre-apocalyptic American wasteland. It was also just one of a whole constellation of companies that now operate under an ingenious model: take some banal product that has been sold forever at low margins, attach the disposable part to a proprietary system that pretends to improve it but really just locks people into a particular vendor, add a touch screen manufactured by Chinese tweens, call it “Smart,” and sell it to schlubby dads too indebted to buy a midlife crisis car and too unattractive to have an affair.
Are you the kind of person who is so worn down by the numbing drudgery of late capitalism that you can’t summon the energy to drag a 2 ounce toothbrush across your gums for 90 seconds a day? Well, the electric toothbrush has been a thing for a long time. And that means that it’s not good enough. After years of deadening your limbic system through psychotropic medication, video games, and increasingly-extreme internet pornography, you need something new. Enter Quip, the company disrupting the toothbrush.
It’s one thing to take a product that is already cheap and just fine and replace it with a vastly more expensive version that locks people into exploitative proprietary systems for years in exchange for giving them a 15 second hit of dopamine derived from Going Digital. I mean, Quip and Juicero and whatever Silicon Valley dildo company is selling dongs with DRM-equipped replaceable heads are actually fundamentally selling you a product. It’s a horribly, uselessly expensive product that could only be embraced by chumps, but it’s a tangible thing. The real next level is just inserting yourself into someone else’s transaction and collecting a % while offering nothing. (When this is a job, we call it “consulting.”) Why charge a lot for the blades when you can charge a lot for literally nothing?
RentBerry is useful here because the word “rent” is literally in the name. Here’s the value proposition that RentBerry offers. For landlords who are already raking in record profits, RentBerry provides a chance at making even more, as potential tenants must set upon each other in a dystopian nightmare auction system that compels them to ask, how much am I willing to pay to avoid sleeping in the park, really?
The basic idea here is that 40 years of stagnant wages, the decline of unions, the death of middle class blue collar jobs, the demise of pensions, and a general slide of the American working world into a PTSD-inducing horror show of limitless vulnerability has been too easy on workers. I’m sorry, Doers, or whatever the fuck. The true beauty of these ads is that they are all predicated on mythologizing the very workers who their service is intended to immiserate. Sorry about your medical debt; here’s a photo of a model who we paid in “exposure” over ad copy written by an intern who we paid in college credit that cost $3,000 a credit hour. Enjoy.
The purpose of these companies is to take whatever tiny sense of social responsibility businesses might still feel to give people stable jobs and destroy it, replacing whatever remains of the permanent, salaried, benefit-enjoying workforce with an army of desperate freelancers who will never go to bed feeling secure in their financial future for their entire lives. These companies are for people who think temp agencies are too coddling and well remunerative. The only service they sell is making it easier to kill minimally stable, well-compensated jobs. That’s it. They have no other function. They valorize Doers while killing workers. They siphon money from the desperate throngs back to the employers who will use them up and throw them aside like a discarded Juicero bag and, of course, to themselves and their shareholders. That’s it. That’s all they are. That’s all they do. They are the final logic of late capitalism, the engine of human creativity applied to the essential work of making life worse for regular people.
Via Rob Beschizza.