How Managers Are Breaking The Internet
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This episode is the first of a three part series about how the tech industry has been snatched from the hands of people who actually build things using software and hardware by a bunch of managers that have little or no interaction with the products they're actually profiting from. The same managers also don't appear to do much work. And today i'm going to walk you through exactly how bad things have gotten.

As a result, in early April, meter revealed in emotion trying to dismiss an ftc antimony poly law. The instagram made an astonishing thirty two point four billion dollars in advertising revenue in twenty twenty one. That figure becomes even more shocking when you consider google. Youtube only made twenty eight, twenty eight billion dollars during the same period. I hockey, youtube significantly more useful.

Anyway, bloomberg reports that instagram made almost thirty percent of matters entire revenue in the early part of twenty twenty two, ninety six percent of matters, forty point one billion dollar fourth quarter to twenty twenty three revenue came from advertising, and it's made over a hundred billion dollars a year since twenty twenty one. A trend is likely to continue based on the fact that the only thing these platforms care about is producing as much revenue from these apps. Google made eighty six point three billion dollars in the fourth quarter of twenty twenty three, with forty eight billion dollars of that coming from google search and its related advertising, up thirteen percent from the previous quarter.

According to pew research in america, eight three percent of adults use youtube, sixty eight percent of them use facebook, and forty seven percent of them use instagram. Each platform posts over two billion users. And over the last three years, metro and google have made over a half trillion dollars in review from these platforms.

I now want you to go to facebook, I want you to scroll down, and I want you to see how quickly you hit an advertisement response content thing. In my case, after a single post, my friend, I was immediately hit with a suggestion for me to join a group for adult blue fans. I do not watch blue.

I have not watch blue. This was then followed by a post, my friend, followed by another ad, followed by two posts and friends, followed by suggestion to join a group called aviation mean lords, followed by another. And on instagram, I saw one post from a person I followed, followed by an ad for a game, followed by a suggested video, followed by something from someone I followed, followed by a suggested video, followed by an to, followed by a persons I followed, posting something.

And then another suggested piece of the first ad when I clicked. My stories are totally different and even more confusing part of instagram, that's mostly just a rip off of Snapchat. I got an add for a game using footage that isn't actually in the game itself, an outright band switch employed by mobile game developers like those who make everyone that make millions of dollars of these horrifying, annoying, mico transaction heavy games.

When I went to youtube, my first result was for an eleven minute long taiwanese news video of some saw. The next one was a video that appeared to be in chinese. I don't speak these languages that my fault note theirs.

But IT is kind of youtube spot for trying to show them to me. In fact, when I went around and I scroll through, IT was all in chinese. So I went to google when I typed, why am I youtube videos in chinese?

The first result was a redit post where several users were, for whatever reason, being served random videos in chinese. There was actually no conclusion to this. I still do not know what this happened.

I I can't read, can only speak and read of like in english. I can barely do that. I'm very sorry anyways.

Google, though, is especially annoying because while researching the beginning of this podcast, IT took me about half an hour to get the basics for the beginning, because every time I google something, like, say, what percentage of web traffic goes to google, which I really was not able to find, I kept being given these so called authority of sources like forbes advisor, which, to be clear, is not forbes magazine. IT is in the filler marketing ARM of forbes. It's very deceptive.

The sources inside the forms advisor piece I found ranged from things from blogging wizard to a literal list of website names with no links. I'm talking about just a plain text list. The state of google is very worrying. A year long study from lives, a university published last year, and report IT on by Jason koo or four four media, found that the quality of google search results has decayed a remarkable rain.

The incentives of content creators to search engine optimize their content based on standards published by google has filled search full of crap with higher rank pages that are, on average, more optimized, more monetized with a fillip marketing and featured amenity. Lower quality text to make matter is worse, the researchers found that only a small portion of product reviews on the web use a fillip marketing, but the majority of search results raised by google due if you're unfamiliar with a fillip marketing. It's when out, let's run pieces about something, say, top ten speakers or top ten laptops and they have a bunch of links like amazon, a walmart or best buy, and they get a little bit of cash from the platform whenever someone clicks that and buy something doesn't even have to be the thing that they would originally clicking on.

This revenue model incentivized sites to write lots of best of articles that exists entirely to make you click things to make the money. To be clear, this is actually a perfectly Normal business model in the right hands. The war cutter has done a great job of monetizing affiliate marketing while providing very thorough recommendations.

The verge has two, there are decent people doing this. The majority of them are not decent though, just there were abundantly clear, to quote the study, search engine optimization is a constant battle, and we, in this case, the study people see repeated patterns of review spam entering and leaving the results of search engines, and seo engineers take turns adJusting their praams ters. So in layman's terms, google is in this battle with the people writing search engine optimize content.

To be clear, this content search shop to my stuff is done so with google approval. And there are people at google who kind of nudge you in the right direction. They never really give full directions, but they they are OK with search changing optimization.

You think they wouldn't be. You think they want to fight like standards and quality, but no, they actively help these people gain the system. So what google will do is they will update google, and then these people change their means to beat google, then goga will maybe update again.

And that's kind of the problem. You see, the lives of university researchers referred to twist, that these algorithms to fight spam is only really having a temporary positive effect. And the search engines always seem to lose the counter mouse game. The is seo.

Now, in march twenty twenty four, google announced that he was making changes to its algorithm that would reduce spam and A I generate content by forty percent, and very specifically said IT would raise human authored content to the top of google. Everyone in the press was cleared about this. They saying, how good IT wasn't that google was finally doing.

Something is been a month. Nothing has happened. Things still suck. Scamming outlets called things like take gate and daily good morning cashmere wholesale steel articles, some places like tech runs on coin telegraph, and at times these stolen articles will rank above or in place of the original articles. Depriving journalists and publishers of traffic and revenue is insane.

I briefly spot with danny sulfone, who is the he's the searching ism for google about this, and take gate has now disappeared as as of doing this day the good morning kashmir has them. And indeed, there are multiple journalist. I know they have said that their articles are regular, outpaced by these spam shops.

And seemingly every time I talk to anyone on the google site about this, they say, am I done? I want to do by IT. DNA is a good block.

Then he used to run surge engine land, believe. And yet he's just part the machine now. And IT sucks, and he's a good bloke.

I wana like danny. But my danny, if you're you going to be the sea is on time to the ice with the search engine. It's time to promote the journalist saying, all right, we don't want to fix the machine is not a bloody excuse.

Google, a company worth around two trillion dollars, is either unable or unwilling to fix the problem. But I think the truth might be just a little simper. There's just no incentive for IT to make things Better as google search remains one of the most profitable businesses in the dam world. In episode two, by the way, i'm going to tell you the people responsible, and they left by a philo rap hacker rag van, you gonna hear that name a lot in the next episode.

I'm not gonna say all the time of been thinking and saying IT a lot though anyway, this is the state of the modern internet ultra profitable platforms out, right? Abdicating any responsibility to what the customer or even the wider digital ecosystem they are offering a service or a portal or an appeal, a useful thing. But that finding is many ways to interrupt you, the user, to push you into doing something or seeing something that's profitable for them.

And yes, I realize I am describing modern business, but if you look at facebook or instagram right now, can you really tell me that the service, can you really tell me you are getting to see your friends and family on instagram or facebook? No, the whole things are mess, a huge, big, ultra profitable mess. The greatest lie in tech is that facebook and instagram of a catching up with your friends because that's not what they do and it's not what they have done for years.

These platforms on our pathways for this nebi lous concept of content discovery, which really means it's just a barely personalized entertainment network that occasionally drives dribs things you choose to see on top of crappy sponsored content ads and groups that a part of a relational databases that has your name on IT on some level, it's kind of hard to say you even use these apps anymore. The term use suggest the level of industry and use a control the meta has spent over a half a decade destroying. And they've turned to instagram and facebook into tubes, the final human beings in front of those who are.

They paid for the privilege of visibility or found ways to trick facebooks algorithms into showing you their crap. And it's all the direct result of what I call the rot economy, a growth at all costs mindset built off the back of removable, where tech companies profitably punish sha as a means of showing the markets eternal growth. In practice, this means turning these platforms into something that offers you are service, into something that drives engagement, which in facebook and instagram case means finding the maximum amount of times that can interrupt you before you close the appen tirely.

In google case IT means making changes. The search that made advertisements and sponsored links kind of impossible to tell the difference between for most people, and making IT so that users had to make more queries on google. Now, I sound paranoid when I say that I realized the idea that google would have a metric that said we need people to search for more stuff on google.

I am quoting google saying this emails from the anti trust lawsuit between them and the department of justice episode, too. I want to go into IT, don't you worry? And really, IT is kind of the government's fault here.

They're taken this optimistic, respectful and trustworthy approach to take, theyve said, well, take is providing something for free. Aunt, they, I really can't be too much of a basted to them. And the result is we just got this internet ridal with decay in pain.

It's an internet that incentivises mining human beings like veins of aw. And in these next few episodes, i'm gna walk you through how big tech turn the internet into a multi trillion dollar social experiment. Arman and named the bus is responsible.

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Underpinning these profitable torture machines is a non line advertisement industries built off the back of fucking advertisers and users alike. In the mid d to to tens, facebook mistakenly told online publishers that their videos were receiving more engagement than they actually did, leading to multiple publishers pivoting to video, a disastrous industry movement that cost hundreds of reports.

Their jobs LED to a massive class action suit against matter media companies based on facebooks lies radically change their Operations with mtv news, cutting its entire writing team and shifting to short form video in the voca. Tive did the same the following month, vice media cut roughly sixty editorial roles and expanded its video production capabilities and response to this so called growth. Mike, a much smaller company than mtv news advice made you, but quite beloved at the time, slash ten roles and shifted the rest of its output, the video going all in on a bed, the, as you can guess, fail catastrophic ally, with the company eventually being sold off the buzzer digital group for a pitance.

Those video rules were, of course, cut or versely reduced when I was obvious that there really wasn't any engagement on these things, that I have a whole episode on this. Please go back and listen to him. Matter is also currently the subject of a class action suit laid by metroplex communications, which claim that met is inflated metrics lured advertisers away from competing platforms, something that has been sued for before.

When all of your incentives, uh, a line around bigger and more and growth, you'll take just about anybody's money in the test case, this means getting advertisers who compared the covered nineteen vx into the holocaust, quite doctors with phony cancer treatments, scammers selling counterfeit fishing equipment, scammers offering fake discounts for puzzles and of course, gripped the currency cons. An investigation from late last year found that third of advertisements on facebook mark place in the U. K.

Was ams. And earlier in the year, U. K. Financial services authorities said I had banned more than ten thousand illegal investment ads across instagram, facebook, youtube and tiktok in twenty twenty two alone, a fifteen hundred percent increase over the past year.

And as these platforms begin to decay, things only get worse for the user. Elon masts acquisition of twitter and his obvious ought hostility towards blue chief advertisers and also is antisemitic posts. Just there's a lot of bad stuff for the elon. They turned twitter into kind of the digital equivalent of downtown vegas. Seemingly every post is replied to by a bott offering use in bio or posty mbi or something in bio, or at the moment, quite literally, just a picture of a fully news ed woman, which is pretty funny until you realized that, according to john, her and a new york magazine, these bots are a front for a series of very big, nasty online data scams that lose people tens of thousands of dollars.

Elan musk, choosing to change the blue checkmark from something that was given by twitter, say that you are the real person into a thing that you buy for eight dollars, has allowed crypto currency scammers according to protos to make millions by tricking users into connecting their wallets to fund, drain their entire thing. Like IT is somewhat technical, but you just click these websites, he say, yes, sure, i'll connect my water. Then they take all of your money.

And IT seems like they're even buying ads on the platform to do so using stolen credit cards must desperation for ad revenue has even the twitter to start pushing ads that don't actually say their ads, leading to an advertising watchdog called check my ads to file a formal complaint with the ftc demanding that IT investigates twitter and enforces its truth in advertising standards. Also, right now on twitter, there is something of the creator programme. And if you have twitter blue d that's right.

You have to pay them to get paid. You can make a little money off of advertising when auto twitter of blue people apply. The significance of this is right now, twitter is posting tons of unlabeled ads for mister beast video, so the elon mask can give money to mister beast so that mister beast will repost things from youtube, allowing elon must to pay him money.

It's a very confusing thing and twitter is really bad. I won't call the X. I think x is a stupid name, is terrible to search for IT sucks.

The whole site kind of sucks. I'm on until the end. It's like the titanic. I can see the iceberg coming, but nevertheless, it's in a bad way yet.

It's foolish to act as if the sorry state of twitter is really not different to the rest of the web. Instagram is flooded with porno bots. IT has been for years. And what they do is they engage with regular posts enough times through likes and replies as a means of pretending their real, so that they can avoid matters films, the automate content moderation. And that, by the way, is only course I automated matter underpay horribly underpass.

I should add, people in other countries like kenya, they make as little as two dollars and twenty cents an hour to view what wide referred to as the most hideous content on in the internet because that's what's important to know. Meta is doing something. They're stopping you from seeing literal beheadings and child abuse in such.

And they're doing that by paying basically prison labor rates in other countries. This is also something that OpenAI and A I companies do with training data. It's a disgusting practice. They should all be in a lot of trouble for this, and they never will be because no one evoked them accountable, much like every major or take platform matter is just half faster.

Its approached to moderation and they committing human rights violations to do so, so that they can spend the smaller lest amount of money possible to stop the things that needs to stop using. They need to make sure you don't see someone being stamp to death on facebook. They don't really need to stop pornography or scams.

They should need to. There should be a government body that stops them, but there isn't. So they done as he expect. These standards have LED the facebook be in flooded with generative A I content spam.

And a study came out of stanford in George town that revealed that facebook's algorithm is now boasts sting spam content riddled with misinformation, and they're sending hundreds of millions of impressions to pages that direct people to word precise is crammed erle of spammy and spamming ads. It's insane. It's actually really crazy.

When you really look into this, you can see that the web is falling apart in front of us. And yet the most obvious sign of this decay is just visiting a website on your telephone. Go to I geno.

Come local paperwork, our gender feel back saying this, but they have over three hundred million views. And you go on there and you immediately hit with two giant ads, one that fills the top thirty a page, and auto playing videos. And this happens on the other sites.

E, S, P, N, also another third for this is so weird. When I went on there earlier, I was seat with two giant acts, took up most of my screen, and on opening a story about the new four that TV show, which is very good. Okay, ve in that IT then covered the top quarter of my screen with another or applying out.

It's so weird. It's so weird when you see this happening. I feel like more people should be talking about this.

This feel. It's like if the road was just full of used condoms. It's like if they was trash everywhere, this is the web now.

Anyway, anyway, rich plc, they were publicly traded multimillion dollar business that dominates local journalism. U. K. And they hold basically monopoly and several regions, and also owned three newspapers. Very depressing.

The notorious for this kind of aggressive approach to monetization, their websites have been described as an over monetized mess and impossible to navigate, with a poor digital experience named as a partial contributor to the declining financial fortunes of one of the more lose some companies in the world. If you open a local U. K.

News website, especially one owned by rage with the safari on your phone, for example, you'll be met with an endless deal of page covering ads that appear in the build of articles as scrolling and other adds that read directly to an external website without any warning or while you're on the page trying to read the thing that you went to the website for. Even the giants of journalists haven't resisted the temptation to fuck their users over CNN, one of the most influential news publications in the world, by hundreds of millions of people. They host their own journalism, and they splice in spi content from something called the champ box company.

And these companies make hundreds of millions of dollars driving clicks to everything from just scams. The dry up this information, and you'll find them on CNN, you find them on N, B. C. You find them in tons of major media outlets, and all of them are these insane stories, like two steps to tell when a slot is close to hitting the jank pot, or the best hearing aid.

It's really strange to see this in the in between pullet's surprise winning journalists and like international conflicts, these chem box companies, they ubi quitters because they pay well and he makes them super attractive to cash strap media entities because you can just plug this blocks in and you just get money even if that makes your product suck. And they awful, they super horrible. They're ruining the web and they keep making more money in twenty eighteen.

The late great podcast reply, all which, by the way, was killed by the rock economy fucking spot. I anyway reply or had an episode that sent at around a widow's whose wife's death have been high jacked by one of these trump x advertisers to push content using stolen family photos, implied he had been unfaithful to him. The title of the episode and add for the worst day of your life was fitting.

And IT was only until a massively popular podcast intervene that any of these networks ban the Albert, these networks out brain tabulae evil companies run by evil people, their harmful, their harmful to the internet, the harmful to users, and they're harmful to the news brands that host them. If I was working for a major news company, would be absolutely humility to see my work put next to this nonsense, this celebrity bullshit, these diet scams, these get rich quick schemes, Tommy Jones, fucking C B D shoes, apologize, swearing. But it's just so frustrating. Are these outlets so unprofitable that they just have to sell out like this? I refuse to believe that I I just refuse.

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The mom internet was built on a social contract that said the big tech gave her services for free in exchange for or some sort of nebulous conceptive data, which will largely took the form of content and connections we made between people and the things that we posted.

As a result, this social contract was both assumed an extremely easy to enter into because all of these sites for free, which meant there was really never any attempt to regulate the terms of IT. There returns in conditions, but that's really IT. And you what you're going to do, you onna bottle with matter.

And they will never condition set for what can be done to a user, what can be done with data. Look, cambridge journalists, a, look, all of the different ways that facebook hats hurt people. None of that matters to them because IT doesn't have to.

I don't care. There's nobody stopping them. The F, T, C won't stop them. Lawyers won't stop them. Very depressing when you stand out loud anyway.

As a result, these platforms, when our reform of baton switch, which underpins corry doctor rolls, very good, but annoying to say in certification theory, where platforms are built, these massive monopoles ed offering good, useful services and then turn them into something terrible, but very profitable. But I have know IT before in the fiction, kind of misses one point. These companies are not doing this out of a lack of profitability or some sort of failure in their business model.

They're doing so because the internet has become something between a social experiment and a mining Operation doing IT because they can. Nobody is stopping them. And doctoral has upgraded his thirty to insure to sea.

Now he brought in some of these things. I think i'm just tired of people responding to the row economy and saying in certification, coy rocks. I have some of the podcast is but seriously though, it's not because they're suddenly left and hand.

They've just kept turning the screw because who's gonna stop them? What you're ggt na do not use google, not use facebook, not use instagram. Anyway, charlie was so who have given a lot shit.

Charlie did a good thing that I frame this well, in a recent pace in the atlantic, published the midst April that described the overall text scape as a form of hostage negotiation. Interactions with tech companies no longer a purchase or a two way contract, but kind of a trade of information long after you have purchased the product itself. Every interaction with take now requires us to share our email address or a phone number to accept the kind of subtlety acks.

Don't worry, it's anonymous or of course, to share your personal information that will probably be leagued. It's try at this point to say that human beings themselves of the product, but it's kind of impossible to avoid saying when you look at the state of the internet now, tech companies have found every imaginable way to teach every imaginable thing we do, all based on the idea that they providing us with something in return. And when you really think about IT haven't really provided the service at all, twitter, facebook, instagram, google, their platforms that only have as much utilities, the content they host, which is created by billions of mostly unsupported and unpaid users, this kind of beauty trade off was meant to be something that was rewarded with these platforms, creating and hosting this content in a way that was easier to find and use, and to help either surface to a wider audience.

O O, quickly get IT to people we cared about, or while making sure the conditions we create IT under and posted IT under, we're interesting and safe. Something that I think we can all agree. There is no longer the case now the state, the internet.

Now far simpler. The cost of using free platforms is a constant war, a war with the incentives and intentions of the platforms themselves. We're constantly negotiating with instagram or facebook to see content from people that we chose to follow because these platforms are no longer build to show us things that we want to see.

We no longer search google, but butter with the city little search box to drink cokes out. Resolve that isn't either research engine optimized half once or an attempt to trick us into click in ad. Twitter, in its prime, succeeded by connecting real people to real things at a time when the internet actively manufacturer or experience and interactions with others.

Now twitter is mostly ads and corner bots, great stuff. But the core problem lies in the fact that these platforms don't really create anything. And the only value exists in making an internet of billions of people small enough to comprehend, like seemingly every got that problem with capitalism, the internet become dominated by forces that don't contribute to the product that actually enriches them.

And as a result, they have no concept or interest in quality. They only care about more. And this makes them extremely poor. Robert, of what good looks like.

Inevitably, this leads the products that suck as they become more and more profitable, because the machine nave built is a profit excavator. I stop as a god damn service. I know I hate the whole.

We are the product thing i've always thought was very easy, but we are literally the product. We are the content creator that makes google money, while also the thing that makes google money by searching goole is very annoying. Look, by allowing and encouraging search engine optimization, google is handed matches to fuck in arsonists and point in them on the most flaming parts of the internet.

The existence of seo is inevitable. People are onna, try and game any system, but google should never have encourage these people. They should have terrified them. They should have clear standards about what to do and what not to do. And heavily punni shed those who failed to complain.

Except doing so would mean less content on google, because there be less articles that say things like what time is the super bowl best televisions to buy. Google actually would fully have the ability to make most of these problems go away. They should treat S O people like sand artist, and they should run them out of town with pitch folks. Instead, they patch him on the us. And they say a good job.

But I argue that the state of search makes google, and by extension, executives like sundar pishin, google search lead prep hacker reg van, some of the greatest billions in business history, while one can't forget about the damage done by metro mosk box failure, right? Failure to maintain any kind of quality standards on instagram and facebook, allowing google search to the case so severely for any reason, let alone one that involves profits, is actively damaging to society and was an entirely intentional lack perpetrate about people like region. The former ahead of google's ads division, who took over a search not long after his processor was burdened by the bullsh demands of the ads department.

LED by reg around himself. And i'm going to get into that in episode too. Don't you worry? It's not enough, though, for me to just say how bad the web has got.

It's not enough. The web is too bad right now for me to just sit here and say, oh, IT sucks. It's so bad.

You all know that I hope i've helped you find out a little bit more about IT, but this phenomenon, IT didn't come out on nowhere. And IT has a cause. And that cause is the rise of managers and the managerial class in tech.

These are holes have largely supplanted the voices of actual technologists, code as engineers, people who work in software and hardware, actual innovators, and replace them with this kind of zero sum mckinsey loser. And all I care about is profit. All I care about is growth.

Sometimes growth that destroys profit. And they're actively hostile to workers and consumers and the actual products they are making. In the next two episodes, we're onna. Take a close to look at these managers and how they're destroying innovation, and we're going to start the tale of protocol. Reg van, a man who has spent his entire life fAiling up overseeing yahoo during its period of terminal decline, jumping ship to google in twenty twelve, in twenty nineteen, recover, use these political influence to push out the head of search, guggle benkoe, a hero, a hero who thought to protect search from a man trying to turn IT into a growth machine, even when IT was still very profitable. That's what's really crazy.

Well, far from my household name, reg van is emblem matic of every single thing i've written in podcasts, ted about he personally es, this horrifying decline and the short term thinking that destroying the products we use of everyday he and people like him are destroying companies that we use the respect. And as i'll explain, recovery dance influence times exactly with the deterioration of google searches a product. After that, we're onna. Look at the manager, erik class, more broadly and how some people, such as instagram, out of misery, and of course, OpenAI CEO, sam altman, have been able to disguise the true intent in an aptitude through the clothing of innovation and disruption is a facade, one that doesn't withstand even the slightest bit of, and I can't wait to tell you all about IT.

Thank you for listening to bat offline. The editor and composer of the bat offline theme song is matter south sky. You can check out more of his music. Audio protects a metal salty dot com M A T T O S O W S K I dot com. You can email me at easy at Better off line dot com or check out Better off line dot com to fun a newsletter and more links to this podcast. Thank you so much for listening. Better off line is a production of cool zone media for more from cooler zone media, visit our website, cool zone media dot com, or check us out on the I her radio APP apple podcast or whatever you .

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