musings of an exuberant fool

Here are some of the memorable quotes from this book. I will revise later to come up with my own spin on things.

Around the time that Jobs, Wozniak, Gates, and Allen were dreaming up these unlikely schemes, I was a teenager living in Ames, Iowa. One of my friends' dads had an old MGB sports car rusting away in his garage. Sometimes he would actually manage to get it running and then he would take us for a spin around the block, with a memorable look of wild youthful exhiliration on his face; to his worried passengers, he was a madman, stalling and backfiring around Ames, Iowa and eating the dust of rusty Gremlins and Pintos, but in his own mind he was Dustin Hoffman tooling across the Bay Bridge with the wind in his hair.

In retrospect, this was telling me two things about people's relationship to technology. One was that romance and image go a long way towards shaping their opinions. If you doubt it (and if you have a lot of spare time on your hands) just ask anyone who owns a Macintosh and who, on those grounds, imagines him- or herself to be a member of an oppressed minority group.

The other, somewhat subtler point, was that interface is very important. Sure, the MGB was a lousy car in almost every way that counted: balky, unreliable, underpowered. But it was fun to drive. It was responsive. Every pebble on the road was felt in the bones, every nuance in the pavement transmitted instantly to the driver's hands. He could listen to the engine and tell what was wrong with it. The steering responded immediately to commands from his hands. To us passengers it was a pointless exercise in going nowhere--about as interesting as peering over someone's shoulder while he punches numbers into a spreadsheet. But to the driver it was an experience.
For a short time he was extending his body and his senses into a larger realm, and doing things that he couldn't do unassisted.

The division of responsibilities implied by all of this is admirably clean: computers do arithmetic on bits of information. Humans construe the bits as meaningful symbols. But this distinction is now being blurred, or at least complicated, by the advent of modern operating systems that use, and frequently abuse, the power of metaphor to make computers accessible to a larger audience. Along the way--possibly because of those metaphors, which make an operating system a sort of work of art--people start to get emotional, and grow attached to pieces of software in the way that my friend's dad did to his MGB.

The important thing is that no matter what splendid multimedia web pages they might represent, HTML files are just telegrams.

Were GUIs a brilliant design innovation that made computers more human-centered and therefore accessible to the masses, leading us toward an unprecedented revolution in human society, or an insulting bit of audiovisual gimcrackery dreamed up by flaky Bay Area hacker types that stripped computers of their power and flexibility and turned the noble and serious work of computing into a childish video game?

Anyway, a Macintosh had to switch individual bits in the memory chips on the video card, and it had to do it very fast, and in arbitrarily complicated patterns. Nowadays this is cheap and easy, but in the technological regime that prevailed in the early 1980s, the only realistic way to do it was to build the motherboard (which contained the CPU) and the video system (which contained the memory that was mapped onto the screen) as a tightly integrated whole--hence the single, hermetically sealed case that made the Macintosh so distinctive.

It was seen as not only a superb piece of engineering, but an embodiment of certain ideals about the use of technology to benefit mankind, while Windows was seen as a pathetically clumsy imitation and a sinister world domination plot rolled into one. So very early, a pattern had been established that endures to this day: people dislike Microsoft, which is okay; but they dislike it for reasons that are poorly considered, and in the end, self-defeating.

CLASS STRUGGLE ON THE DESKTOP

It follows that if Microsoft sells goods that are aesthetically unappealing, or that don't work very well, it does not mean that they are (respectively) philistines or half-wits. It is because Microsoft's excellent management has figured out that they can make more money for their stockholders by releasing stuff with obvious, known imperfections than they can by making it beautiful or bug-free. This is annoying, but (in the end) not half so annoying as watching Apple inscrutably and relentlessly destroy itself.

All of this is perfectly congruent with membership in the bourgeoisie, which is as much a mental, as a material state.

Apple therefore had a monopoly on hardware that could run MacOS, whereas Windows-compatible hardware came out of a free market. The free market seems to have decided that people will not pay for cool-looking computers;

It is indeed the same company, and the fact that they have been able to plant this image of themselves as creative and rebellious free-thinkers in the minds of so many intelligent and media-hardened skeptics really gives one pause. It is testimony to the insidious power of expensive slick ad campaigns and, perhaps, to a certain amount of wishful thinking in the minds of people who fall for them.

In your high school geology class you probably were taught that all life on earth exists in a paper-thin shell called the biosphere, which is trapped between thousands of miles of dead rock underfoot, and cold dead radioactive empty space above. Companies that sell OSes exist in a sort of technosphere. Underneath is technology that has already become free. Above is technology that has yet to be developed, or that is too crazy and speculative to be productized just yet. Like the Earth's biosphere, the technosphere is very thin compared to what is above and what is below.

But it moves a lot faster. In various parts of our world, it is possible to go and visit rich fossil beds where skeleton lies piled upon skeleton, recent ones on top and more ancient ones below. In theory they go all the way back to the first single-celled organisms. And if you use your imagination a bit, you can understand that, if you hang around long enough, you'll become fossilized there too, and in time some more advanced organism will become fossilized on top of you.

The fossil record--the La Brea Tar Pit--of software technology is the Internet. Anything that shows up there is free for the taking (possibly illegal, but free). Executives at companies like Microsoft must get used to the experience--unthinkable in other industries--of throwing millions of dollars into the development of new technologies, such as Web browsers, and then seeing the same or equivalent software show up on the Internet two years, or a year, or even just a few months, later.

By continuing to develop new technologies and add features onto their products they can keep one step ahead of the fossilization process, but on certain days they must feel like mammoths caught at La Brea, using all their energies to pull their feet, over and over again, out of the sucking hot tar that wants to cover and envelop them.

Survival in this biosphere demands sharp tusks and heavy, stomping feet at one end of the organization, and Microsoft famously has those. But trampling the other mammoths into the tar can only keep you alive for so long. The danger is that in their obsession with staying out of the fossil beds, these companies will forget about what lies above the biosphere: the realm of new technology. In other words, they must hang onto their primitive weapons and crude competitive instincts, but also evolve powerful brains. This appears to be what Microsoft is doing with its research division, which has been hiring smart people right and left (Here I should mention that although I know, and socialize with, several people in that company's research division, we never talk about business issues and I have little to no idea what the hell they are up to.
I have learned much more about Microsoft by using the Linux operating system than I ever would have done by using Windows).

Never mind how Microsoft used to make money; today, it is making its money on a kind of temporal arbitrage. "Arbitrage," in the usual sense, means to make money by taking advantage of differences in the price of something between different markets. It is spatial, in other words, and hinges on the arbitrageur knowing what is going on simultaneously in different places. Microsoft is making money by taking advantage of differences in the price of technology in different times. Temporal arbitrage, if I may coin a phrase, hinges on the arbitrageur knowing what technologies people will pay money for next year, and how soon afterwards those same technologies will become free. What spatial and temporal arbitrage have in common is that both hinge on the arbitrageur's being extremely well-informed; one about price gradients across space at a given time, and the other about price gradients over time in a given place.

Never mind how Microsoft used to make money; today, it is making its money on a kind of temporal arbitrage. "Arbitrage," in the usual sense, means to make money by taking advantage of differences in the price of something between different markets. It is spatial, in other words, and hinges on the arbitrageur knowing what is going on simultaneously in different places. Microsoft is making money by taking advantage of differences in the price of technology in different times. Temporal arbitrage, if I may coin a phrase, hinges on the arbitrageur knowing what technologies people will pay money for next year, and how soon afterwards those same technologies will become free. What spatial and temporal arbitrage have in common is that both hinge on the arbitrageur's being extremely well-informed; one about price gradients across space at a given time, and the other about price gradients over time in a given place.

INTERFACE CULTURE
DAZZLED BY MANUFACTURED OBJECTS

Since then I've always thought of that man as the personification of an interesting human tendency: not only are we not offended to be dazzled by manufactured images, but we like it. We practically insist on it. We are eager to be complicit in our own dazzlement: to pay money for a theme park ride, vote for a guy who's obviously lying to us, or stand there holding the basket as it's filled up with cosmetics.

Americans' preference for mediated experiences is obvious enough, and I'm not going to keep pounding it into the ground. I'm not even going to make snotty comments about it--after all, I was at Disney World as a paying customer. But it clearly relates to the colossal success of GUIs and so I have to talk about it some. Disney does mediated experiences better than anyone. If they understood what OSes are, and why people use them, they could crush Microsoft in a year or two.

Disney is in the business of putting out a product of seamless illusion--a magic mirror that reflects the world back better than it really is.

The word, in the end, is the only system of encoding thoughts--the only medium--that is not fungible, that refuses to dissolve in the devouring torrent of electronic media (the richer tourists at Disney World wear t-shirts printed with the names of famous designers, because designs themselves can be bootlegged easily and with impunity. The only way to make clothing that cannot be legally bootlegged is to print copyrighted and trademarked words on it; once you have taken that step, the clothing itself doesn't really matter, and so a t-shirt is as good as anything else. T-shirts with expensive words on them are now the insignia of the upper class. T-shirts with cheap words, or no words at all, are for the commoners).

In general they only seem comfortable with media that have been ratified by great age, massive popular acceptance, or both.

Disney and Apple/Microsoft are in the same business: short-circuiting laborious, explicit verbal communication with expensively designed interfaces. Disney is a sort of user interface unto itself--and more than just graphical. Let's call it a Sensorial Interface. It can be applied to anything in the world, real or imagined, albeit at staggering expense.

But more importantly, it comes out of the fact that, during this century, intellectualism failed, and everyone knows it.

. It is obvious, to everyone outside of the United States, that our arch-buzzwords, multiculturalism and diversity, are false fronts that are being used (in many cases unwittingly) to conceal a global trend to eradicate cultural differences. The basic tenet of multiculturalism (or "honoring diversity" or whatever you want to call it) is that people need to stop judging each other-to stop asserting (and, eventually, to stop believing) that this is right and that is wrong, this true and that false, one thing ugly and another thing beautiful, that God exists and has this or that set of qualities.

The lesson most people are taking home from the Twentieth Century is that, in order for a large number of different cultures to coexist peacefully on the globe (or even in a neighborhood) it is necessary for people to suspend judgment in this way. Hence (I would argue) our suspicion of, and hostility towards, all authority figures in modern culture. As David Foster Wallace has explained in his essay "E Unibus Pluram," this is the fundamental message of television; it is the message that people take home, anyway, after they have steeped in our media long enough. It's not expressed in these highfalutin terms, of course. It comes through as the presumption that all authority figures--teachers, generals, cops, ministers, politicians--are hypocritical buffoons, and that hip jaded coolness is the only way to be.

The global anti-culture that has been conveyed into every cranny of the world by television is a culture unto itself, and by the standards of great and ancient cultures like Islam and France, it seems grossly inferior, at least at first. The only good thing you can say about it is that it makes world wars and Holocausts less likely--and that is actually a pretty good thing!

Contemporary culture is a two-tiered system, like the Morlocks and the Eloi in H.G. Wells's The Time Machine, except that it's been turned upside down. In The Time Machine the Eloi were an effete upper class, supported by lots of subterranean Morlocks who kept the technological wheels turning. But in our world it's the other way round. The Morlocks are in the minority, and they are running the show, because they understand how everything works. The much more numerous Eloi learn everything they know from being steeped from birth in electronic media directed and controlled by book-reading Morlocks. So many ignorant people could be dangerous if they got pointed in the wrong direction, and so we've evolved a popular culture that is (a) almost unbelievably infectious and (b) neuters every person who gets infected by it, by rendering them unwilling to make judgments and incapable of taking stands.

* It simply is the case that we are way too busy, nowadays, to comprehend everything in detail. And it's better to comprehend it dimly, through an interface, than not at all. Better for ten million Eloi to go on the Kilimanjaro Safari at Disney World than for a thousand cardiovascular surgeons and mutual fund managers to go on "real" ones in Kenya.
* The boundary between these two classes is more porous than I've made it sound. I'm always running into regular dudes--construction workers, auto mechanics, taxi drivers, galoots in general--who were largely aliterate until something made it necessary for them to become readers and start actually thinking about things. Perhaps they had to come to grips with alcoholism, perhaps they got sent to jail, or came down with a disease, or suffered a crisis in religious faith, or simply got bored. Such people can get up to speed on particular subjects quite rapidly. Sometimes their lack of a broad education makes them over-apt to go off on intellectual wild goose chases, but, hey, at least a wild goose chase gives you some exercise.
* The spectre of a polity controlled by the fads and whims of voters who actually believe that there are significant differences between Bud Lite and Miller Lite, and who think that professional wrestling is for real, is naturally alarming to people who don't. But then countries controlled via the command-line interface, as it were, by double-domed intellectuals, be they religious or secular, are generally miserable places to live.
* Sophisticated people deride Disneyesque entertainments as pat and saccharine, but, hey, if the result of that is to instill basically warm and sympathetic reflexes, at a preverbal level, into hundreds of millions of unlettered media-steepers, then how bad can it be? We killed a lobster in our kitchen last night and my daughter cried for an hour. The Japanese, who used to be just about the fiercest people on earth, have become infatuated with cuddly adorable cartoon characters.
* My own family--the people I know best--is divided about evenly between people who will probably read this essay and people who almost certainly won't, and I can't say for sure that one group is necessarily warmer, happier, or better-adjusted than the other.

Then the interface-makers went to work on their GUIs, and introduced a new semiotic layer between people and machines.

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Most people who shop for OSes (if they bother to shop at all) are comparing not the underlying functions but the superficial look and feel. The average buyer of an OS is not really paying for, and is not especially interested in, the low-level code that allocates memory or writes bytes onto the disk. What we're really buying is a system of metaphors. And--much more important--what we're buying into is the underlying assumption that metaphors are a good way to deal with the world.

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But because the VCR was invented when it was--during a sort of awkward transitional period between the era of mechanical interfaces and GUIs--it just had a bunch of pushbuttons on the front, and in order to set the time you had to push the buttons in just the right way. This must have seemed reasonable enough to the engineers responsible for it, but to many users it was simply impossible. Thus the famous blinking 12:00 that appears on so many VCRs. Computer people call this "the blinking twelve problem". When they talk about it, though, they usually aren't talking about VCRs.

By using GUIs all the time we have insensibly bought into a premise that few people would have accepted if it were presented to them bluntly: namely, that hard things can be made easy, and complicated things simple, by putting the right interface on them. In order to understand how bizarre this is, imagine that book reviews were written according to the same values system that we apply to user interfaces: "The writing in this book is marvelously simple-minded and glib; the author glosses over complicated subjects and employs facile generalizations in almost every sentence. Readers rarely have to think, and are spared all of the difficulty and tedium typically involved in reading old-fashioned books." As long as we stick to simple operations like setting the clocks on our VCRs, this is not so bad. But as we try to do more ambitious things with our technologies, we inevitably run into the problem of:

Unix, by contrast, is not so much a product as it is a painstakingly compiled oral history of the hacker subculture. It is our Gilgamesh epic.

As I've explained, selling OSes for money is a basically untenable position, and the only way Apple and Microsoft can get away with it is by pursuing technological advancements as aggressively as they can, and by getting people to believe in, and to pay for, a particular image: in the case of Apple, that of the creative free thinker, and in the case of Microsoft, that of the respectable techno-bourgeois. Just like Disney, they're making money from selling an interface, a magic mirror. It has to be polished and seamless or else the whole illusion is ruined and the business plan vanishes like a mirage.