
When people at parties tell you about the Internet and how it's changed the way we work and live, leading to huge gains in productivity and the freedom of information and overthrow of dictators, I want you to think of the above picture. Facebook is a billion-dollar company that makes money by...uhhh...targeted advertising? Maybe? Does anyone really know? I know you can pay facebook and they'll send your friends a happy birthday cake or whatever, but I'm pretty sure it's mostly the targeted advertising. Maybe people who make the apps have to pay a fee to get facebook to post them? I don't know.
But I do know that there are very few places that annoy me as much with their advertising as Facebook. Sure, there's that mother of 2 who lost 50lbs. of belly fat by taking a pill. That's annoying. But this is at a whole other level.
I've never met the woman with the eye-black and sports jersey who wants to buy me drinks. It's possible that she's really nice, likes sports, and honestly, truly, wants me to have a drink for free because she is charitable and wants me to be happy. But I'm also really sure that thetaoofbadass.com is not my kind of place. It's openly manipulative, slightly misogynistic, and just generally juvenile in its view of human interaction. And I know this within 10 seconds of reading the ad that that's exactly what thetaoofbadass is all about.
I don't want to learn a technique to get girls to buy me drinks. I want to meet a woman I like and trust that sometimes buys me drinks, and who I sometimes buy drinks for, but we mostly just buy ourselves drinks when we want them. And if she likes sports and doesn't care who knows, then ok, and if she doesn't like sports, no big deal.
There's a similar advertising failing with the BeerStache. It's not that something you clip onto the side of a beer bottle that looks like a mustache isn't cool. I can produce my own mustache very easily, thankyouverymuch. It's that Facebook is a place for defining your identity: what you look like, who your friends are, what you like and dislike, your causes, concerns, jokes, videos, and games. And defining myself as 'the kind of person who clips a fake mustache on a beer bottle' is just entirely foreign to my (carefully cultivated) Facebook self-image. Again, I've never met the two young ladies with mustaches drinking beer at what appears to be a rocking party. Perhaps they have many virtues. But I'm pretty sure that we would not get very far in a conversation. (This is what a psychologist would call 'projection' of my personal hangups and distastes onto the blank beer-swilling slates of these two women as an explanation of how they must behave)
And as much as I like ROCKER girls, the dyed hair, Johnny-Depp-in-Pirates-of-the-Caribbean eye shadow, look-I'm-not-smiling-in-my-picture-because-I'm-quirky-and-countercultural expession, and complete lack of a front of a shirt are all signals to me that there is no place in my identity for a complementary part like this, like her. Not that there seems to be a place in my identity for a complementary part like anyone, but you get the point.
As for the MBA in Sustainability, I'd consider myself lucky to one day get a job where my immediate supervisor will have an MBA in Sustainability and will constantly talk about 'best practices' and 'lean processes' and the 'triple bottom line' while I roll my eyes and dream of a world without MBAs.