Forbrukerrådet – Norwegian Consumer Council
Published 27 Feb 2026Digital products and services keep getting worse. In the new report Breaking Free: Pathways to a fair technological future, the Norwegian Consumer Council has delved into enshittification and how to resist it. The report shows how this phenomenon affects both consumers and society at large, but that it is possible to turn the tide.
Read more on: https://www.forbrukerradet.no/breakin…
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March 2, 2026
A Day in the Life of an Ensh*ttificator
February 28, 2026
QotD: The “Balance of Terror” in the missile age
The advance of missile and rocket technology in the late 1950s started to change the strategic picture; the significance of Sputnik (launched in 1957) was always that if the USSR could orbit a small satellite around the Earth, they could do the same with a nuclear weapon. By 1959, both the USA and the USSR had mounted nuclear warheads on intercontinental ballistic missiles (ICBMs), fulfilling Brodie’s prophecy that nuclear weapons would accelerate the development of longer-range and harder to intercept platforms: now the platforms had effectively infinite range and were effectively impossible to intercept.
This also meant that a devastating nuclear “first strike” could now be delivered before an opponent would know it was coming, or at least on extremely short notice. A nuclear power could no longer count on having enough warning to get its nuclear weapons off before the enemy’s nuclear strike had arrived. Bernard Brodie grappled with these problems in Strategy in the Missile Age (1959) but let’s focus on a different theorist, Albert Wohlstetter, also with the RAND Corporation, who wrote The Delicate Balance of Terror (1958) the year prior.
Wohlstetter argued that deterrence was not assured, but was in fact fragile: any development which allowed one party to break the other’s nuclear strike capability (e.g. the ability to deliver your strike so powerfully that the enemy’s retaliation was impossible) would encourage that power to strike in the window of vulnerability. Wohstetter, writing in the post-Sputnik shock, saw the likelihood that the USSR’s momentary advantage in missile technology would create such a moment of vulnerability for the United States.
Like Brodie, Wohlstetter concluded that the only way to avoid being the victim of a nuclear first strike (that having the enemy hit you with their nukes) was being able to credibly deliver a second strike. This is an important distinction that is often misunderstood; there is a tendency to read these theorists (Dr. Strangelove does this to a degree and influences public perception on this point) as planning for a “winnable” nuclear war (and some did, just not these fellows here), but indeed the point is quite the opposite: they assume nuclear war is fundamentally unwinnable and to be avoided, but that the only way to avoid it successfully is through deterrence and deterrence can only be maintained if the second strike (that is, your retaliation after your opponent’s nuclear weapons have already gone off) can be assured. Consequently, planning for nuclear war is the only way to avoid nuclear war – a point we’ll come back to.
Wohlstetter identifies six hurdles that must be overcome in order to provide a durable, credible second strike system – and remember, it is the perception of the system, not its reality that matters (though reality may be the best way to create perception). Such systems need to be stable in peacetime (and Wohlstetter notes that stability is both in the sense of being able to work in the event after a period of peace, but also such that they do not cause unintended escalation; he thus warns against, for instance, just keeping lots of nuclear-armed bombers in the air all of the time), they must be able to survive the enemy’s initial nuclear strikes, it must be possible to decide to retaliate and communicate that to the units with the nuclear weapons, then they must be able to reach enemy territory, then they have to penetrate enemy defenses, and finally they have to be powerful enough to guarantee that whatever fraction do penetrate those defenses are powerful enough to inflict irrecoverable damage.
You can think of these hurdles as a series of filters. You start a conflict with a certain number of systems and then each hurdle filters some of them out. Some may not work in the event, some may be destroyed by the enemy attack, some may be out of communication, some may be intercepted by enemy defenses. You need enough at the end to do so much damage that it would never be worth it to sustain such damage.
This is the logic behind the otherwise preposterously large nuclear arsenals of the United States and the Russian Federation (inherited from the USSR). In order to sustain your nuclear deterrent, you need more weapons than you would need in the event because you are planning for scenarios in which some large number of weapons are lost in the enemy’s first strike. At the same time, as you overbuild nuclear weapons to counter this, you both look more like you are planning a first strike and your opponent has to estimate that a larger portion of their nuclear arsenal may be destroyed in that (theoretical) first strike, which means they too need more missiles.
What I want to note about this logic is that it neatly explains why nuclear disarmament is so hard: nuclear weapons are, in a deterrence scenario, both necessary and useless. Necessary, because your nuclear arsenal is the only thing which can deter an enemy with nuclear weapons, but that very deterrence renders the weapons useless in the sense that you are trying to avoid any scenario in which you use them. If one side unilaterally disarmed, nuclear weapons would suddenly become useful – if only one side has them, well, they are the “absolute” weapon, able to make up for essentially any deficiency in conventional strength – and once useful, they would be used. Humanity has never once developed a useful weapon they would not use in extremis; and war is the land of in extremis.
Thus the absurd-sounding conclusion to fairly solid chain of logic: to avoid the use of nuclear weapons, you have to build so many nuclear weapons that it is impossible for a nuclear-armed opponent to destroy them all in a first strike, ensuring your second-strike lands. You build extra missiles for the purpose of not having to fire them.
(I should note here that these concerns were not the only things driving the US and USSR’s buildup of nuclear weapons. Often politics and a lack of clear information contributed as well. In the 1960s, US fears of a “missile gap” – which were unfounded and which many of the politicians pushing them knew were unfounded – were used to push for more investment in the US’s nuclear arsenal despite the United States already having at that time a stronger position in terms of nuclear weapons. In the 1970s and 1980s, the push for the development of precision guidance systems – partly driven by inter-agency rivalry in the USA and not designed to make a first strike possible – played a role in the massive Soviet nuclear buildup in that period; the USSR feared that precision systems might be designed for a “counter-force” first strike (that is a first strike targeting Soviet nuclear weapons themselves) and so built up to try to have enough missiles to ensure survivable second strike capability. This buildup, driven by concerns beyond even deterrence did lead to absurdities: when the SIOP (“Single Integrated Operational Plan”) for a nuclear war was assessed by General George Lee Butler in 1991, he declared it, “the single most absurd and irresponsible document I had ever reviewed in my life”. Having more warheads than targets had lead to the assignment of absurd amounts of nuclear firepower on increasingly trivial targets.)
All of this theory eventually filtered into American policy making in the form of “mutually assured destruction” (initially phrased as “assured destruction” by Secretary of Defense Robert McNamara in 1964). The idea here was, as we have laid out, that US nuclear forces would be designed to withstand a first nuclear strike still able to launch a retaliatory second strike of such scale that the attacker would be utterly destroyed; by doing so it was hoped that one would avoid nuclear war in general. Because different kinds of systems would have different survivability capabilities, it also led to procurement focused on a nuclear “triad” with nuclear systems split between land-based ICBMs in hardened silos, forward-deployed long-range bombers operating from bases in Europe and nuclear-armed missiles launched from submarines which could lurk off an enemy coast undetected. The idea here is that with a triad it would be impossible for an enemy to assure themselves that they could neutralize all of these systems, which assures the second strike, which assures the destruction, which deters the nuclear war you don’t want to have in the first place.
It is worth noting that while the United States and the USSR both developed such a nuclear triad, other nuclear powers have often seen this sort of secure, absolute second-strike capability as not being essential to create deterrence. The People’s Republic of China, for instance, has generally focused their resources on a fewer number of systems, confident that even with a smaller number of bombs, the risk of any of them striking an enemy city (typically an American city) would be enough to deter an enemy. As I’ve heard it phrased informally by one western observer, a strategy of, “one bomb and we’ll be sure to get it to L.A.” though of course that requires more than one bomb and one doubts the PRC phrases their doctrine so glibly (note that China is, in theory committed to developing a triad, they just haven’t bothered to actually really do so).
Bret Devereaux, “Collections: Nuclear Deterrence 101”, A Collection of Unmitigated Pedantry, 2022-03-11.
February 27, 2026
New (or revived) career paths in the age of the clanker
If you work in tech, the future is looking blacker by the day as artificial intelligence threatens to eat more and more tech jobs. Even for a lot of non-tech jobs, the clankers are coming for them too. So what jobs can we expect to thrive in an age of AI agents taking on more and more work? Ted Gioia suggests they’re already a growing sector, we just haven’t noticed it yet and that instead of telling people to learn how to code, we should be telling them to be more human:
This is the new secret strategy in the arts, and it’s built on the simplest thing you can imagine — namely, existing as a human being.
You see the same thing in media right now, where livestreaming is taking off. “For viewers”, according to Advertising Age (citing media strategist Rachel Karten), “live-streaming offers a refuge from the growing glut of AI-generated content on their feeds. In a social media landscape where the difference between real and artificial has grown nearly imperceptible, the unmistakable humanity of real-time video is a refreshing draw.”
This return to human contact is happening everywhere, not just media and the arts. Amazon recently shut down all of its Fresh and Go stores — which allowed consumers to buy groceries without dealing with any checkout clerk. It turned out that people didn’t want this.
I could have told Amazon from the outset that customers want human service. I see it myself in store after store. People will wait in line for flesh-and-blood clerks, instead of checking out faster at the do-it-yourself counter.
Unless I have no choice at all — in that I need to buy something and there are zero human cashiers available — I never use self-checkout. I’ll put my intended purchases back on the shelf rather than use a self-checkout kiosk. And I don’t think of myself as a Luddite … I spent my career in the software business … but self-checkout just bothers me. I’ll take the grumpiest human over the cheeriest pre-recorded voices.
But this isn’t happenstance — it’s a sign of the times. You can’t hide the failure of self-service technology. It’s evident to anybody who goes shopping.
As AI customer service becomes more pervasive, the luxury brands will survive by offering this human touch. I’m now encountering this term “concierge service” as a marketing angle in the digital age. The concierge is the superior alternative to an AI agent — more trustworthy, more reliable, and (yes) more human.
Even tech companies are figuring this out. Spotify now boasts that it has human curators, not just cold algorithms. It needs to match up with Apple Music, which claims that “human curation is more important than ever”. Meanwhile Bandcamp has launched a “club” where members get special music selections, listening parties, and other perks from human curators.
So, step aside “software-as-a-service” and step forward “humans-as-a-service”, I guess.
February 26, 2026
The Hidden Engineering of Niagara Falls
Practical Engineering
Published 21 Oct 2025All the things I love about Niagara Falls
The same thing that makes Niagara Falls impressive for tourists (the big drop) makes it valuable for power and a major challenge for shipping. And out of that comes all kinds of fascinating infrastructure.
Practical Engineering is a YouTube channel about infrastructure and the human-made world around us. It is hosted, written, and produced by Grady Hillhouse. We have new videos posted regularly, so please subscribe for updates. If you enjoyed the video, hit that “like” button, give us a comment, or watch another of our videos!
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February 21, 2026
Canada’s Only Mass-Production Fighter Jet – Avro Canada CF-100 Canuck
Ruairidh MacVeigh
Published 18 Oct 2025During the 1940s and 50s, with World War II rapidly transitioning into the Cold War, Canada, as a major ally of the NATO nations and with large swathes of remote countryside that could easily be penetrated by Soviet fighters and bombers, created the CF-100 Canuck, one of the earliest production jet fighters in the world an a machine that, despite some early flaws, would go on to prove itself rugged and robust for patrolling the turbulent weather of the frozen Canadian north.
At the same time, though, the CF-100 was very much a product of its time, and despite its exceptional rigidity, by the middle of the 1950s it was very much obsolete as swept-wing and delta fighters rapidly became the norm for both Communist and Capitalist factions alike, and through its initial success would lay the groundwork for even more ambitious projects that sadly would not continue Canada’s major involvement in cutting edge military aerospace design.
Chapters:
0:00 – Preamble
0:49 – Facing a New Kind of War
4:28 – Ups and Downs
7:12 – Reworking the Design
10:36 – The CF-103 Project
15:51 – The Canuck Career
19:06 – Later Years
20:30 – Conclusion
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February 20, 2026
The Canadian Patrol Submarine Project
The Royal Canadian Navy is planning to replace its four current conventional submarines, the British-built Victoria class with a dozen new conventional submarines from either South Korea or Germany (a joint German-Norwegian design). Michael J. Lalonde, a former Canadian intelligence officer, goes through the requirements for the new submarines, the two contending designs’ strengths and weaknesses, and makes his own recommendation for the RCN’s next submarine class:
The first step is to assess what the Government of Canada wants out of its new submarine fleet and what capabilities it will need to achieve its objectives. I’m starting here because there is a common misconception that Canada needs submarines exclusively for Arctic patrol and surveillance, which is false. While it’s true that Arctic sovereignty and security are quite rightfully a preoccupation for the government, patrolling Canada’s Arctic is not the only capability Canada needs out of its new fleet. However, it is the most common argument in favour of a submarine fleet since Arctic sovereignty remains popular within Liberal and Conservative circles alike, along with mainstream media.
Unfortunately, this narrative forces a lopsided conversation about the role these new boats will be expected to play over the coming decades. In addition to Arctic operations, these subs will be expected to deploy far into the North Atlantic with NATO and push across the Pacific to support the Indo-Pacific Strategy. Ottawa’s own defence policy update ties submarine recapitalization to contributions with allies in both theatres.
This implies a blue-water capability, which means these conventionally powered submarines must be able to deploy and fight in the open ocean, far from home ports and daily logistics, for extended periods. This requires long range and endurance for transoceanic transits, sustained submerged persistence through air independent propulsion (AIP) and high-capacity batteries to minimize snorkelling, and habitability and maintenance margins that keep the crew and systems effective past the 30- to 60-day mark. Simply put, the new boats must be able to cross an ocean, remain covert and lethal on station, and deliver effects.
The government further stipulated specific capabilities that the new submarines must have in one of its press releases stating “Through the Canadian Patrol Submarine Project (CPSP), Canada will acquire a larger, modernized submarine fleet to enable the Royal Canadian Navy to covertly detect and deter maritime threats, control our maritime approaches, project power and striking capability further from our shores, and project a persistent deterrent on all three coasts.”
What caught my attention here is the ability to project power and striking capability further from our shores. Power projection is synonymous with a blue-water capability; however, a striking capability, which I take to mean a land strike capability, is not typical for a conventionally powered SSK, which are typically armed only with torpedoes to take out other submarines or surface vessels.
To sum up, Canada’s new subs must be able to:
- Patrol the Arctic with under-ice capability year-round
- Deploy with NATO in the North Atlantic and support Canada’s commitment to the Indo-Pacific Strategy – A blue-water capability
- Remain submerged for three weeks or more at a time
- Covertly detect and deter maritime threats
- Control Canada’s maritime approaches
- A range of 7000 + nautical miles
- Project power far from home ports
- Anti-surface and subsurface warfare
- Land-attack capability via cruise and/or non-nuclear ballistic missiles
- Insert Tier-1 special operators on coastal infiltration missions
- Conduct intelligence, surveillance, and reconnaissance in Canadian maritime approaches and abroad.
With that out of the way, let’s look at what each submarine can do.
He outlines the two competing designs and how they could meet the RCN’s needs and then plumps for the South Korean KSS-III for its stronger case for meeting those needs in the wider ocean environments than the German/Norwegian Type 212CD:

ROKS Shin Chae-ho, a KSS-III submarine at sea on 4 April, 2024.
Photo from the Defense Acquisition Program Administration (DAPA) via Wikimedia Commons.
The KSS-III is the only conventional submarine that can meet all of Canada’s requirements. It combines the blue-water reach and endurance demanded by transoceanic tasking with a vertical launch system that enables credible land-attack and complex anti-surface strike options, supported by lithium-ion batteries that lengthen quiet submerged persistence and improve sortie tempo on distant stations. Its larger hull and higher automation provide the habitability and crew margin needed for 30 to 60 day deployments from Halifax and Esquimalt to the North Atlantic, the Indo-Pacific, and the Arctic ice edge, while remaining within the conventional, non-nuclear profile Canada has set. The design’s modern combat system and sensor suite can be integrated with Canadian and allied command, control, and targeting architectures, and the bilateral sustainment framework required with South Korea can be structured by contract to include full technical data access, in-country training pipelines, and an industrial workshare that anchors through-life support domestically. The delivery cadence proposed for a 2026 award would shorten Canada’s reliance on the Victoria class and reduce associated sustainment exposure during transition, while an initial Canadian order of up to twelve boats would give Ottawa a controlling voice over configuration management, growth paths, and export-variant standards for the life of the class.
February 15, 2026
The smartphone as a tool to create a real-life Idiocracy
Not being much of a film fan, I’d never seen the movie Idiocracy, but based on the description in Christopher Gage’s rant against the smartphone, I might not need to watch it as it’s happening all around us:
Transport for London, the mythical entity alleged to manage the city’s Tube, has revealed its campaign to tackle the smartphone scourge: sickly posters splashed in kindergarten colours.
The campaign targets the “disruptive behaviour” of passengers who were evidently raised by a pack of snarling hyenas. They blast reels, videos, music. They FaceTime their cackling friends. Not so long ago, a fellow passenger revealed to us — her captive audience — that someone named Sarah had caught the clap from someone named Travis. Syphilis? How literary.
Miraculously, researchers at Transport for London discovered a rare tribe thought to be long extinct: Londoners who communicate with their fellow human beings by making noises with their mouths — one thousand of them, in fact.
Researchers approached these strange beings with a mixture of wonder and trepidation. They prodded them with a stick. That didn’t work. After jabbing them with a cattle prod, they looked up from their phones. Several members landed in Accident and Emergency, complaining of neck strain injuries.
Seventy percent of those surveyed said the constant noise screaming out of smartphones drove them crazy. One responder suggested offenders receive forty lashings in public. That is a bit much. Ten should do the trick.
TFL wavered from such brutal and effective methods. Campaign posters politely ask passengers to wear headphones.
I’m afraid that TFL’s well-meaning campaign hasn’t quite restored sanity on the London Underground.
Last week, I sat next to a grown man grinning at his phone like a Hindu cow. On the screen was a captivating spectacle. Someone, somewhere, makes it their daily business to buy gigantic, waist-height glass bottles of soda. This clearly well-adjusted person then rolls the bottles down a flight of concrete steps. Our friend dissolved the journey between Hammersmith and Leicester Square in a trance. Bottle. Roll. Smash. Bottle. Roll. Smash.
This reminded me of the satirical film, Idiocracy. The plot follows U.S. Army librarian Luke, and prostitute Rita.
After signing up for a hibernation experiment, the two awake in America, year 2500. Mountains of trash litter the landscape. Planes fall out of the sky. The citizens drag their gormless faces between Starbucks (which is now a coffee-serving brothel) and shopping malls even more dementing than those today. Over centuries, the dumb have biologically outgunned the smart.
The citizens of this moronic inferno drain their days glued to hyperactive screens. Their favourite content includes the Masturbation Channel and a reality TV show called “Ow! My Balls!” That show follows a hapless man as he gets whacked in the testicles.
They cultivate high culture, too. The profound film, Ass, zooms in on a pair of bare bum cheeks. The sophisticated audience fizzes with laughter as the bum, for two hours, passes wind.
Back in 2006, Idiocracy was a well-done satire which stretched logical extremes. Today, I’m not so sure it is as ridiculous as it once seemed. Just spend ten minutes on the Tube, inhaling the noxious TikTok fumes spewing from smartphones.
Transport for London has a point. But it is far too late. We are a nation of dopamine addicts. Those dopamine crack pipes stitched to our palms are quite literally designed to suck away as much of our time and attention as possible. An intervention, at this late hour, must be drastic.
How about a campaign outlining the terrifying effects of watching brain-rot content for hours and hours each day? A growing body of research suggests today’s smartphone is tomorrow’s lobotomy. Am I rioting in hyperbole? No.
One study found that watching short-form video is more harmful to our brains than soaking them in booze. At least, the latter indulgence might get you laid.
Several studies link smartphone culture with declines in comprehension, literacy, and the ability to reason. Others link smartphones with rising narcissism and collapsing social capital. And then there’s the nascent research suggesting that smartphone addiction may trigger ADHD and Autism-like symptoms in the addicted.
February 12, 2026
Inside the Nazi State: One Man’s Descent Into Darkness
HardThrasher
Published 9 Apr 2024How did one man, Rolf Engels, go from student, to victim, to head of the SS Rocket Weapons programme reporting directly to Himmler? How did the Nazi state work, and how did a man like Rocket Rolf navigate the game of snakes and ladders and somehow come out on top?
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February 11, 2026
February 5, 2026
On The Line with Vice-Admiral Angus Topshee, commander of the Royal Canadian Navy
The Line
Published 3 February, 2025Today on On The Line, Matt Gurney is joined by Vice-Admiral Angus Topshee, commander of the Royal Canadian Navy, for an extended, wide-ranging conversation recorded in the library of the Royal Canadian Military Institute in downtown Toronto. The discussion ranges across geopolitics, the state of the world, the state of Canada’s navy, what’s going right for the fleet, and what still needs to improve.
First, a correction from your host. During the conversation, Matt incorrectly stated at several points that Canada intends to procure 15 new submarines. Admiral Topshee was too kind to interrupt him during the recording, but the correct number is 12. That mistake was entirely Matt’s, and he regrets the error.
With that out of the way, the conversation spans the globe. Admiral Topshee discusses what’s happening in Europe with Russia and Ukraine, and in the Pacific, where growing Chinese power and influence is challenging long-held assumptions about global security. There’s also extensive discussion of the Arctic, why it matters, and what is changing there. Procurement comes up as well — shipyards, new ships for the fleet, and what it will actually cost to deliver on plans that now enjoy broad political support.
They also spend time on what Canada itself needs to sustain a much larger navy and armed forces. Do we have enough bases? Enough reservists? Are people being enrolled into the navy quickly enough? And how, realistically, could Canada expand its forces rapidly in a time of war?
It’s a long, free-ranging conversation about geopolitics, the evolution of warfare, and the future of the Royal Canadian Navy. Check it out today on On The Line. And special thanks to the Royal Canadian Military Institute for hosting this recording of the podcast. For more like this, visit ReadTheLine.ca, and as always, like and subscribe.
0:00 Intro
0:26 Vice-Admiral Angus Topshee
54:16 Outro#OnTheLine #RoyalCanadianNavy #AngusTopshee #CanadianForces #Geopolitics #ArcticSecurity #NavalPower #CanadaDefence #MattGurney
February 3, 2026
February 2, 2026
January 29, 2026
The steel industry in North America didn’t die … but it had to re-invent itself
When I first started paying attention to the news in the early 70s, one of the big stories both in the US and in Canada was the plight of the steel industry. It had been an enormously important part of the industrial economy for over a century, but every new story painted the picture blacker. Mergers, plant closings, consolidations, bankruptcies, and layoffs were consistent themes. Yet there is still a significant steel industry in North America. Tim Worstall explains what happened:
A little digression. To make steel from iron ore you use a blast furnace first. This uses coke (from coal), iron ore and limestone (moderns might use more than just limestone) to produce pig iron. You feed the pig iron into a basic oxygen furnace to make the steel. Yes, we can get much more complicated than that but let’s not.
The US now makes mebbe 20 million tonnes of pig iron a year. Imports are up, a bit, but nowhere near enough to make up the difference. That’s the big change because that’s from the 80 and 90 million tonnes a year of the 1970s. The change is the same whether we measure by domestic production of pig iron or by apparent consumption. Well, the change is the same either way close enough for this to be the big point to make.
What’s actually happened is a change in technology, not a change in trade. Nucor is now 50% or so of US steel output (no, not US Steel, but US steel). Nucor has never used a blast furnace in its corporate life. It collects scrap steel and makes new steel by recycling that. It skips, entirely, the blast and BoF stages. Back in the 1950s Nucor was a couple of scrap yards and a gleam in the corporate eye — now it’s that half the market.
Again, yes, we can get more complex if we wish to. But this is the basic pencil sketch. Yep, we’re more economic in our use of steel these days. Imports of steel are up and so is the importation of things made with steel. But the real change in the steel business over the past 60 to 80 years is the replacement of the steel making business with the steel recycling business. We don’t — and by this I mean the rich countries in general — make all that much steel these days. We recycle an awful lot of steel these days. And that’s what’s really changed.
That’s also what has near entirely screwed over the steel industry of places like Gary, Indiana. For they ran those basic steel making processes, iron ore in, basic steel out. Which isn’t something that has been replaced by imports, it’s something that has been replaced by just not doing it at all.1
Arnade goes on to point out that there are plenty of people still using steel to do things with, make things out of, which is all entirely true. But this idea that the Japanese, or China, killed the traditional US steel industry just isn’t true, not at all. It was Nucor.
All of which makes it just so much fun when it’s Nucor that shouts the loudest about the need for tariffs on steel imports. For Nucor points to the collapse of the traditional industry as its proof. Yet Nucor benefits from those tariffs — they can charge higher domestic prices as a result — even while Nucor is in fact the cause of the traditional collapse.
- “not at all” is rhetorical hyperbole, not a factual statement.
January 28, 2026
Update your NewSpeak dictionaries: “digital twin”
On his Substack, William M Briggs introduces us to a new coat of paint and fresh marketing polish to encourage us to feel so much more comfortable with clankers:
Cracker Barrel infamously tried changing their homey friendly warm and folksy logo to a stripped down dull almost monotone cool version. To remain “current”. They also, reports say, redid the insides of restaurants to emulate modern real estate Soviet-inspired ideas of stripping all detail and turning everything monotonous shades of suicide-inducing gray. They thought this would increase business.
Scientists, grown weary with their dull old ways, and wanting to stay hip — do they still say hip? — decided to redesign their logo, too, as it were. Only they didn’t make the same mistake Crack Barrel did. Instead of hiring some ridiculously over-priced longhoused consulting firm, they asked computer scientists to do the redesign.
Brilliant!
Computer scientists are the firm that brought us neural nets, machine learning, genetic algorithms, and, yes, artificial intelligence, which they cleverly capitalized as “AI”. What’s fantastic is all these evocative names represent the same thing! Models (basically non-linear regressions with some hard coded rules thrown in).
Used to be computer guys would trot out a new name only after they sensed the old one had lost its shine. But “AI” has not. The bubble daily swells. It still tickles imaginations. Which means computer guys hit upon a real innovation: they invented a new name while the current one still shines.
Digital Twin.
What is a Digital Twin? It is, like every new name invented by computer scientists, a model. Only now AI “creates” or “builds” the model. In other words, a Digital Twin is a model of a model.
Where might we find Digital Twins? Here’s some happy-talk hype examples.
Outperform your competition with a comprehensive Digital Twin
Leverage the comprehensive Digital Twin to design, simulate, and optimize products, machines, production, and entire plants in the digital world before taking action in the real world. This helps manufacturers to tackle industry’s biggest challenges: mastering complexity, speeding up processes, and improving sustainability overall.
IBM:
What is a digital twin?
A digital twin is a virtual representation of a physical object or system that uses real-time data to accurately reflect its real-world counterpart’s behavior, performance and conditions.
What is digital-twin technology?
A digital twin is a digital replica of a physical object, person, system, or process, contextualized in a digital version of its environment. Digital twins can help many kinds of organizations simulate real situations and their outcomes, ultimately allowing them to make better decisions.
In other words, models. But how tediously banal is models? Try and sell a model. IBM: “Let us build a model of your system, which might provide useful predictions.” Doesn’t sing. Doesn’t entice. Doesn’t scream premium price. Try this instead: “Be the first to adopt our AI-designed Digital Twin which gives AI insights.” Now you can charge real money.
Digital Twin reeks of excitement. So much so, you just know academics will be getting in on it.
January 25, 2026
Why does Microsoft treat its users so badly? Because it can
On the social media site formerly known as Twitter, ESR considers the situation most Microsoft users find themselves in these days:
Between the forced updates, the spyware, the adware, OneDrive constantly attempting to suck up all your data, and infinite dark-pattern subscription traps, I’m gathering that many Windows users are now nostalgic for the days when the shit only seemed to be up to their ankles rather than lapping at their nostrils.
The information asymmetry of closed-source software inevitably fucks the user over. I know, I know, I sound like a broken record. I’ve been banging on about this for going on 30 years now and even I get tired of my own rant sometimes.
That’s not why I’m posting today. Instead I want to publicly contemplate an unobvious question: just why is Microsoft treating its users so badly?
“Because it can” is not really a responsive answer. Corporations don’t do evil things because they like being evil, they only do evil things because they think they’re profit-maximizing.
So I understand about the dark-pattern subscription stuff and the adware. That’s slimy, but it’s revenue capture. There’s at least a cold-blooded trade-off you can imagine some product planner making between revenue line-go-up now and pissing off people who won’t be customers later.
But what is Microsoft maximizing by doing things that drive users away from it without any revenue capture? What model of reality, or failure of decision making, do you have to have to think it’s a good idea to push forced updates with work-interrupting reboots that can’t be blocked or delayed by the user?
It would have been trivial to have a pop-up that says: An update is available. Do it now, or defer it until
? The fact that that didn’t happen can’t be ascribed to revenue-line-go-up fever. These are two different kinds of ugly. And that second kind makes me think that there’s nobody left in product management at Microsoft with the ability and authority to veto bad ideas because they will anger the users.
It looks to me like nobody over there is thinking strategically about customer retention anymore. By the time you get to the point where nobody squashes forced-update reboots, nobody can seriously raise the question of whether adware is going to drive away so many users that Windows market share will tank and take all that lovely subscription revenue with it.
This is where I point out, with weary inevitability, that it’s going to get worse before it gets even worse. With nobody keeping an eye on the long game and user retention, the petty money grabs will only accelerate. Microsoft will keep flogging that donkey until it dies.
The irony here is that if Microsoft were an efficient maximizer of long-term profit they would be doing less of the shitty enraging crap that they are now.
How much less depends on how good their judgment is. You can be actively trying to keep a critical mass of your user base happy enough not to bail out and still fail. But at least Microsoft would be trying. Right now, there’s damn little evidence that they are.

















