tover153

Thank you for taking the time to write this. It is unusually careful and I have been sitting with it for a couple of days. The delay is partly because I have been dealing with Influenza A, but also because your comment deserved more than a quick reaction.

I share many of your objections to Substack, especially around coercive onboarding, data extraction before value is demonstrated, and the choice to platform genuinely abhorrent material under the banner of neutrality. None of that is trivial. My use of the platform is pragmatic rather than enthusiastic, and I would not argue that it is a moral solution to anything. It is just a place where longer form thinking still seems possible, at least for now.

I also agree with you, and with Naomi Klein, that consumer level adjustments are insufficient to resolve systemic problems. I do not think boycotts alone fix extractive systems. At best, they are boundary setting. They change what we personally feed, not what the system is designed to do.

Where I might differ slightly is in how I interpret the phrase “documentation without transformation.” I share the frustration behind it. Documentation alone does not save us. History is full of well documented suffering that did not prevent further harm. At the same time, I am wary of dismissing documentation entirely, because without it we lose continuity, memory, and the ability to coordinate at all.

What I have been circling lately is the idea that trust reallocation itself is a form of pre transformation. Not transformation at the scale that would satisfy the moment, but a shift in where legitimacy, attention, and care are being placed. People are pulling trust out of large systems not because they expect those systems to reform, but because they no longer believe those systems are aligned with human scale values.

That does not prevent acute suffering. You are right about that. Large scale change historically arrives alongside immense harm, and I see no evidence that we have found a painless path through systemic breakdown. I do not feel optimistic in the sense of believing this will be gentle.

Where I do find a narrow form of optimism is this. Even under conditions of scarcity and distortion, people are still making choices about where to place trust, effort, and attention. They are narrowing it, slowing it down, and making it more conditional. That does not fix the system, but it does preserve something essential inside it.

As for your direct questions.

What actions would be sufficient to effect systemic change? I honestly do not know. I do not see a clear lever that avoids significant suffering, and anyone who claims otherwise is probably selling something.

How do I remain optimistic? I am not sure optimistic is the right word. I would say I remain oriented. I pay attention to where trust is still being extended carefully rather than cynically. I try to invest in places where documentation and transformation are at least loosely coupled, even if the transformation is small and local.

“I don’t know” is not a rhetorical move for me here. It is the most accurate answer I have.

Thank you again for engaging so thoughtfully. Comments like this are part of why I bother writing at all.

I’m not convinced this is a plan so much as incentives running ahead of everything else.

Trust usually doesn’t collapse all at once. It degrades until people start inventing awkward workarounds. The fruit is just what that looks like in the real world.

That’s fair. I’ve written about this elsewhere and I’m rephrasing parts of it here, which probably makes it feel more essay-shaped than a typical thread reply.

I wasn’t trying to pad anything. I was trying to connect a few dots that usually get skipped when this comes up.

My daughter in family chat said the same thing this last week. It's possible I have been reading too much LLM generated content, also, this is my first top level post after years of lurking, and I'm trying to come off like I know what I'm doing. If the argument doesn’t land, happy to talk about that. The style I can adjust.

That’s a fair question, and you’re right that it isn’t foolproof.

The reason it works at all is that the fruit isn’t known in advance. He posts the video first, then updates his site with the correct fruit for that video. Viewers can check after the fact. If someone deep-fakes him, they either have to guess the fruit correctly or regenerate the fake once the real fruit is known.

That doesn’t make impersonation impossible, but it does make it more expensive and slower.

And that’s really the point. This isn’t perfect authentication, it’s friction. It raises the cost just enough that casual fakes, reposts, and automated scams stop being worthwhile, even if a determined attacker could still get through.

Which is also why this is such a telling example. Instead of platforms providing provenance, creators are inventing human-readable ways to increase the cost of lying. Not secure, but legible and effective enough for most people.

That’s the ambient trust problem in a nutshell. We’re not aiming for mathematically perfect truth, we’re trying to make deception harder than honesty.

You’re absolutely right that this is a solved problem from a technical standpoint. Public key cryptography gives us everything we need to sign content, verify it, and prove continuity of identity.

But that’s how we solve it in technology. It’s not how my 82-year-old father solves it.

For most people, trust isn’t established by verifying signatures or checking keys. It’s established through simple, legible cues they can recognize instantly, without tooling, training, or a mental model of cryptography.

That’s why the fruit works.

It’s a human-scale authentication signal. No UI, no standards, no explanation required. “If you see the fruit, it’s him.” That’s something almost anyone can understand and apply.

The real problem isn’t that cryptographic solutions don’t exist. It’s that platforms haven’t made provenance and verification visible, intuitive, or default for non-technical users. Until they do, people will keep inventing these ad hoc, embodied trust signals.

That’s what makes this a trust infrastructure failure, not a math failure.

Thank you. That really means a lot, and I’m glad it gave you something to sit with, even if there’s no clear next step yet. I think that uncertainty is honest.

I also understand the pushback against Substack, whatever your reasons are. I’ve spent a lot of time lately thinking about how I relate to corporations in general, including continuing to write there. For now my line is simple. I don’t ask for subscriptions, I don’t gate content, and everything I write is free. That may change someday, but it’s where I’m comfortable at the moment.

I’ve made other small adjustments too. Leaving Reddit after years, dropping a couple streaming services, shopping more carefully. None of it feels heroic. It just feels like paying attention and trying not to lie to myself about tradeoffs.

I don’t think any of us knows exactly what to do yet. But if we keep thinking about it, and keep being honest with each other instead of performing certainty, my optimistic side still hopes we can find our way through.

Exactly. Lampshading is the right word for it.

Once acknowledging the problem becomes the whole move, relevance replaces responsibility. The ad doesn’t promise to fix anything. It just proves it knows the vibe. That awareness is treated as absolution.

“AI is scary, but trust our AI” “Work sucks, so automate yourself out of it” “There’s a wealth gap, here’s a checkout button”

None of it is persuasion anymore. It’s alignment theater. The point isn’t to convince you. It’s to make sure you don’t recoil.

And yeah, the He Gets Us ads are a whole separate category of grim. When even moral language is reduced to brand-safe tone, you’re not being spoken to. You’re being processed.

I’ve got a few essays in the drafting stage on moral coercion, how systems use shared values to narrow choices without looking like force. This ad cycle feels like a case study.

What feels different this time isn’t hypocrisy. Capitalism has always been happy to sell us our own anger back at retail. What feels different is that the ads no longer presume a shared reality at all.

Advertising once depended on ambient trust. Not belief, exactly, but a background assumption that words meant roughly what they said, that fear was proportional to risk, that reassurance implied some intention to follow through. That layer is gone. Now the ad doesn’t ask to be believed. It just asks to be noticed.

When companies openly dramatize the harms of the systems they profit from, they aren’t confessing. They’re signaling that truth has become optional. The message isn’t “we see the problem.” The message is “nothing means anything long enough to matter.” Anxiety becomes just another raw material, interchangeable with humor or nostalgia or menace.

This is where the information economy starts to eat itself. If every message arrives pre-saturated with irony, critique, and self-awareness, then no signal can rise above the din. Warnings, reassurances, satire, and sales pitches collapse into the same register. The audience isn’t persuaded or misled so much as numbed.

AI accelerates this collapse because it removes the last residue of intent. When the thing soothing your fear of replacement is itself replaceable by a cheaper, faster version, trust doesn’t break. It evaporates. There’s no betrayal because there’s no relationship left to betray.

And that erosion reaches even here. A reply like this would once have felt like an intervention, or at least a refusal. Now it lands as another object in the stream. Legible, maybe even accurate, but easily skimmed, quickly metabolized, and just as quickly forgotten. The critique doesn’t fail because it’s wrong. It fails because the conditions that once gave critique traction are gone.

At that point advertising stops functioning as communication and starts functioning as weather. It happens around us. We endure it. We don’t argue with it because there’s nothing there to argue with.

That feels new. And it feels brittle. Societies can survive a lot of lies. They don’t do well when meaning itself becomes non-durable.

(I write fiction and essays about witnessing systems as they fail quietly rather than spectacularly. If this kind of erosion, of trust, meaning, and shared signal, is something you’re thinking about too, my work lives here: https://tover153.substack.com/)