Canonical enshittification
This is the Facebook playbook: you lure in publishers by promising them a traffic funnel ("post excerpts and links and we'll show them to people, including people who never asked to see them"), and then the rug-pull: "Post everything here, don't link to your own site. Become a commodity supplier to our platform. Abandon all your own ways of making money. Become entirely subject to the whims of our recommendation system."
Next will be: "We block links to other sites because they might be malicious."
Then some kind of "pivot to video."
Probably not video (though who knows?) but some other feature that a major rival has, which Twitter will attempt to defraud its captive, commodified suppliers into financing an entry into.
In case you were wondering, yes, this is canonical enshittification. Lure in business customers (publishers) by offering surpluses (algorithmic recommendation and an ensuing traffic funnel). Lock them in (by capturing their audience and blocking interop and logged-out reading).
Then rug the publishers, clawing back all the surpluses you gave them and more, draining them of all available capital and any margins they have, until they die or bite the bullet and leave.
I would also give good odds on this leading to a revivification of the "Pay us tens of thousands of dollars a month for a platinum checkmark and we'll actually show what you post to the people who asked to see it."
That will be pitched as the answer to publishers' complaints about not wanting to turn themselves into commodity Twitter inputs. It will be priced at the same (or more) as the revenues publishers expect to lose from being commodified, making it a wash.
All of this seems to me to be an "unfair and deceptive business practice" under Sec 5 of the FTC Act.
If I sign up to follow you because I want to see what you post, and Twitter shadowbans your posts unless they are formatted to maximize your dependence on Twitter, they have deceived me, and are being unfair to you.
This is *very* analogous to the Net Neutrality debate, where a platform blocks or deprioritizes the things its users ask to see, based on whether the suppliers of those things are its competitors.
I've written about how an end-to-end principle for social media could be enforced under Sec 5 of the FTCA, how it would address this kind of sleazy practice, how it would be easy to administer, and wouldn't form a barrier to entry for new market entrants:
https://pluralistic.net/2022/12/10/e2e/#the-censors-pen
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“…I’m sorry, but I’m afraid I still don’t quite understand”, Fox says, for what must be the dozenth time that hour. His heartbeat pounds behind his eyes in an incessant drum of hurt, and his head aches with every breath like someone’s taken a rusty fork to the inside of his skull and raked his brain out. Fox’ eyes are beginning to burn the way they start doing around hour 80 of a shift, and he has to suppress the brief urge to check over his shoulder. Not even Stabby could come up with a ploy this contrived to make him sleep. Probably.
In front of him, General Grievous coughs awkwardly, long spindly durasteel limbs shivering with its force. “Certainly”, he vocalizes, in that deep, watery cadence. “For your glorious triumphs in battle, your awe-inspiring victory over me in close combat, and your undeniable warrior spirit, I accept you as my consort. I have proven my skills through the ritual capture, and thus, by Kaleesh custom, we are now wed, Commander Fox. I will honor you as my war-bride, and visit vengeance upon your enemies. I swear it to you.”
Expectantly, Grievous tilts his faceplate to the side, and Fox only just catches the suppression of the manic giggle that wants to escape him. Yeah, probably not Stabby - maybe a dying fever dream? Has the infected gash from that skirmish on the lower levels five rotations ago finally decided to end him? If so, it’s not fast enough for Fox’ tastes.
Here’s how it happened: Fox has no kriffing clue. All he knows is one moment an emergency alert tore him from precious Scream Closet time this morning, he went to rescue the Chancellor’s dumb ass again, and whoop, here he is on General Grievous’ ship with the war-criminal himself declaring them happily married. And eyeing him up and down like a piece of candy.
Why, Fox thinks, desperately, does this always have to happen to me?!
Chancellor’s still kidnapped, by the way. Fox has other priorities for the time being.
“I swear to aim my weapons in your service”, Grievous continues, when it becomes exceedingly clear Fox is not going to break out of his shocked stupor anytime soon. “I swear to aim true and strike with murderous intent, I swear to uphold the sacred bonds of our clans in the name of our union, I swear to raise a strong, bloodthirsty brood of warriors with-“
“Wait”, Fox interrupts, once his brain has caught up past the astromech dial-up sound it seems to be playing on repeat. “Uphold clan bonds? You murder your way through my brothers like a rabid nexu on spice on the regular!”
Grievous’ faceplate, which should be for all intents and purposes totally expressionless, does something that reminds Fox strangely of contrition. It has him gaping and shivering in discomfort, in any case. “A fact I regret, but acknowledge lies in my past before the fateful crossing of our paths. I am a warrior at soul, you must understand, my worthy mate.” Durasteel faceplates don’t turn soft. They don’t. And coughs don’t sound loving. They simply do not. “But I uphold the bonds of these sacred vows under Kaleesh law, that I swear to you, my beloved.”
“All I did was grapple you to the ground”, Fox says, mourningly. “Cody has kicked you in the head dozens of times and you’ve never tried to marry him.”
“He is not you, and his battle lacks the lustful vitality and love of violence of yours”, Grievous declares, and Fox really cannot tell whether the sound that erupts from him is a lovelorn sigh or a hacking death-gurgle. This cannot be his life.
Just then, a droid conveniently enters, putting a pause to all Fox’ sufferings. He’ll need to tell Thorn to research Kaleesh divorce proceedings. Or, better yet - he needs to blow up this whole karking ship including himself and destroy all evidence of this ever happening.
“Generals Kenobi and Skywalker awaiting in custody, Sir”, says the droid, nervously. “They are here to rescue Chancellor Palpatine, but we cut them off just out of the hangar bay.”
Internally, Fox rolls his eyes so hard it hurts his brain. “The Jedi can wait”, Grievous hacks out, and for once Fox agrees with him. Let the two dick around onboard, there’s bigger issues at hand.
“But Sir”, says the droid, all twitchy with an anxiety Fox eternally wonders who the kriff programmed into the damn things, “what if they try to escape and -“
A deep, growling noise erupts from deep within Grievous’ massive metal chest, amplifying Fox’ pounding headache by a thousandfold. “I have no time for this”, he snarls at the cowering droid. “Remove yourself from my and mine beloved’s sight.”
“Roger Roger”, the B2 squeaks, hesitantly, before adding on - “The Chancellor-“
Harrumphing petulantly, Grievous stomps one massive, clawed foot and makes what feels like the whole viewdeck shake. “I will twist his head off his body like a rotten fruit”, he declares. “That will get those pesky Jedi off my ship faster, and then we can continue saying our vows.” He pauses, thoughtfully, and then hooded eyes ringed by what must surely be rotten flesh fix on Fox inexorably. “It will be my wedding gift to you, beloved, an offering of peace to your brothers.”
Fox opens his mouth to protest, but quickly snaps it shut again when his husband already turns tail and storms off.
Huh. Maybe this marriage thing isn’t all bad.
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i think my problem with this dw season arc accusing the audience of fanbrain for theorising about ruby is that it both feels deceitful and isn't actually that compelling from a character perspective. the season goes out of its way to build up supernatural mystery around ruby and even invokes susan more heavily than ever before in a way that is deliberately trying to get the audience to make those connections. and then it turns around and says you stupid idiot why would you ever try to connect these dots i have deliberately tried to get you to connect.
building up a mystery only for the character to be ordinary is an impossible girl arc redux only this time accusing the viewer of failing to see the humanity of the companion, whereas the impossible girl arc was turning that accusation on the doctor. 7b didn't really blame the audience for viewing clara as a puzzle and in fact several times spells out the fact that clara is perfectly ordinary before the big reveal to give the audience a chance to catch on. as 7b goes on, instead of laying the mystery on thicker, the audience just gets more and more affirmations that clara is a normal human being (rings of akhaten, journey to the centre of the tardis, hide). i found this approach compelling because it was rooted in character, focusing on the doctor's disconnection from humanity/the gendered dynamic of a man treating a woman as his manic pixie mystery to pull him out of grief. s14's meta approach of accusing the viewer feels both unfair, given it has deliberately led the viewer towards theorising, and personally less compelling to me because it wasn't tied into character in any way.
the thing about rey's parentage in tlj is that the reason rian johnson chose to go for that reveal was that it was the only answer that was interesting. none of the theories - rey is a skywalker, rey is a kenobi, and even the eventually canonical rey is a palpatine - were interesting or satisfying because they brought nothing compelling to the table for the story being told. the only satisfaction to be gained from those answers was a fanbrained "omg rey is important because she's related to that guy from the other movie." on top of that, rey desperately wants her parents to have been important, to give her life and her abandonment some kind of significance. so them being ordinary provided the most compelling trajectory for her character because it was the thing she least wanted to hear. it forced her to do the most introspection and growth, as well as tying into the film's themes about the capacity of ordinary people to be special. it wasn't just a choice made to "gotcha" the viewer, it was rooted in character.
i don't think ruby's mother being ordinary accomplishes the same thing. by invoking susan, s14 is engaging with the most egregious example of the doctor's streak of abandonment, which has potential to be very compelling in relation to ruby (and now also the doctor's) own abandonment issues. theories that ruby might be susan, or be somehow related to susan, or somehow related to the doctor, weren't just fanbrained "omg she's related to that guy i know from the classic series." they were theories genuinely rooted in character and the potential to explore both the doctor and ruby's issues with abandonment. and this is something the show willingly led fans towards by invoking susan so much in the first place. so for the show to turn around and act like they were shallow out of nowhere ideas when they were not shallow and were based on potential character conflicts the show itself deliberately invoked, feels misguided.
as well as that, ruby's mother being ordinary does not require that same growth from ruby as it did for rey because it is exactly what ruby wanted to hear. she never wanted her mother to be important, she just wanted to know who her mother was and have a connection with her. so finding out she was a normal woman who still loves her and wants to be a part of her life is everything she's ever wanted. it doesn't introduce interesting conflict for her the way rey's parents being ordinary did for her, because they were written as different characters with different hangups over their abandonment.
tl;dr i don't necessarily dislike ruby's mother being ordinary as an idea but compared to the things it was inspired by - 7b and star wars - it is not nearly as compelling in terms of how it relates to the characters or themes. and the meta angle, while conceptually interesting, doesn't quite work for me because it feels a little manipulative of the audience.
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