"From Castronova’s perspective, the fundamentally measurable and manipulable nature of electronic media means that the time for setting theories and ideals above practical observations is now largely gone. It is no longer possible to pretend that you can change what people are like or, indeed, what they like. It’s all about using what you know."
"Behind this micro-transaction model is the secret of these games companies’ success: data—and data of a kind that no other online business can match. The biggest online games companies now record more than 1bn data points every day, measuring everything from whether blue or red objects generate more sales to whether a certain phrasing improves the rate at which users click on a particular purchase. They can also see, for instance, exactly when the majority of players give up, and then release several subtle variations on that precise point to different segments of their audience, recording what works best and following it up with targeted email questionnaires. And games companies have only begun to scratch the surface of what’s possible. As Nicholas Lovell, an industry analyst, consultant and founder of the blog Gamesbrief, put it to me, “I can’t think of a single media company that couldn’t learn from the world of social and online games”—whether this is about the power of community, of precisely calibrated rewards, or of simply creating a virtual location so appealing that people will make it a part of their online lives."
Belittled into these statistics, every opinion is given equal weight and little thought is given to one's credentials or authority on a subject. Instead the perkiest voice gets the spotlight, so long as it is willing to promote the egalitarianism of the dollar. We are all equal now, and the comfort of knowing that our spokespeople are just as everyday as we are and that we are just as fashionable as they are, allows us to rest quietly, purchasing more and thinking less.
Cheers to a peachy future.












