mistersquirrel has been watching TV, in particular an excellent three-part series about consumerism. The third programme was the one I found most insightful, which develops the theory that adults are being infantilised by systems that give micro-rewards to urge them into purchases, and the process of buying is being made as frictionless as possible.
It goes along with the general gamification of the world – people being herded along desired paths of action using sophisticated micro-reward systems. This sort of thing started to really piss me off at work, stupid metrics on irrelevant areas being used to herd and control people, and it appears to be going on in the consumer space too. Unlike work, however, in theory as a consumer you are in control of the money so you are in charge. One of the key techniques, however, is easy to fight. Trying to get you to buy quickly. Don’t do that. Buy slowly.
First, check out the enemy
the credit problem
It’s in Episode 3 at 45mins into the programme
“Every other company on Earth is trying to get you to spend money, and they’re putting all their effort into getting you to spend your money on Stuff all the time. […] Make no mistake, the house always wins. […]Business had learnt from children how the adult market could be turned into a game.!”
“The trouble with adult consumers is they think too much”
Benjamin Barber, Rutgers University
I hear there’s a fellow who’s saved loads of money doing just that – thinking. Don’t give it up, adults. That’s why you’re adults – so you get a hold of the steering wheel of Life…
“The last 30 years of selling has been about getting us to give in to this instant gratification”
Now I have to admit, at first the Ermine thought to himself “bollocks”, but the programme developed its thesis well. In particular, the process of handing over your money has been transformed. There has been a progression –
cash -> credit cards -> stored card details like Paypal, 1-click, mobile purchasing, contactless wristbands,
The consumer merchandisers came up with a magic bullet, the credit card. The credit card becomes the facilitator of impetuous, narcissistic buy now consumerism, because you don’t have to wait a second.
Benjamin Barber, Rutgers University
Now I got my first Access credit card in 1979, as a freshman student. And yet I never got into huge trouble with it, indeed I was in my mid-twenties when I came to the conclusion that my parents were right
Don’t spend more than you earn, son
So I have generally paid them off within the interest-free period. Yes, I cocked up a few times and had reason to be grateful for the minimum payment direct debit feature all suppliers offer. I have sometimes carried a rolling balance, if some card company is going to be so dim as to offer me interest-free credit. On occasion I’ve been prepared to pay interest – when the Nationwide building society was prepared to pay me more interest on the borrowed money. So I don’t viscerally understand this part of how Big Consumerism is suckering the proletariat. Despite what one woman in the programme claimed, credit cards can be used properly. Just always remember you’re not borrowing money from the bank, you are borrowing from your future self. Make that your one month future self and you’ll be fine, because you’re close to him and he’s real to you. And the card won’t charge you interest!
the Buy It Now problem
However, I am susceptible to the buy it now problem.It’s across the modern consumerism estate – they are trying to shorten the gap between want it and buy it. Credit cards help you buy it now if you don’t have the money, but things like Amazon 1-click and Paypal make the process of paying quicker and less onerous. There’s a simple way to fix this, however. Remember the good Prof Barber. The solution I use is simple
Put the stuff in your virtual shopping cart. Then wait 24 hours before making the purchase
You don’t have to do too much thinking. If you’ve been suckered by gamification you will come back to the purchase the next day and think ‘how dumb is that’ and move on. Though with Amazon remember to empty the cart – else you’ll end up buying it with the next thing you get there, although there’s enough of a grace period to cancel the order. I used to think that the cooling off period needed to be seven days, and indeed in my hardest saving period at work I used a month. But I’m not so frazzled now, I can recognise dumb consumerism within a few hours now. [ref]This is probably the same sort of thing as your mother used to tell you to sleep on something before doing something crazy – I think most people’s emotional states vary across the diurnal cycle, it’s a way of getting a ‘different you’ to look at the purchase.[/ref] That inserts a great big monkey-wrench into the ad-men’s ability to tap into your ‘I want it now’ state of mind. It’s future-proof too – even if in ten years time they have a thought-swipe method of instant purchase you can still split the ‘I want it’ from now. Live intentionally. There’s nothing fundamentally wrong with consumerism – as long as it suits your wants and needs rather than theirs.
Think like an adult. Think too much for marketers of consumerism. Ice the “I want it Now” mentality. And don’t spend money you haven’t got, which is a different take on the same problem
But – but- what if it’s a unrepeatable sale, or a Black Friday or a Everything Must Go?
Leave it be. Remember the fellow above. The house always wins. They’re trying to deny you the space to think. There’s only one way to beat the house, and that’s not to play their game. You don’t have to be nutty about it – for regular consumables it doesn’t really apply. If you always buy organic butter, know the price and it really is on offer at 10% less then knock yourself out and load up on it (you can freeze butter). It the purchase of something new to you, or being stampeded into an upgrade, where I’d say just ignore the special offers if they can’t match the 24 hour rule.
increasingly things are being sold in a dishonest and gamified way
Take the concept of apps – where you get something that appears to do a job for free, but to make it work you need to make an in-app purchase, for some individually small amount. Now I despise apps and the concept of paying for software in general. I wouldn’t mind paying if you had some comeback on the supplier, but licensing has generally been on a ‘sold as seen’ basis for the last 20 years or so. Open source has largely fixed that problem – by dealing with the ‘sold’ part of the deal 🙂
The great thing about in-app purchases for the seller is that the app promises, fails to deliver but says you can make it work if you pay the ransom money. In other areas of life this is considered nefarious activity. It isn’t actually new – PC software used to be sold this way in the late 1980s – it was dearer to start with but often many layers of functionality that you’d pay more for. The piss-taking toerags at Novell Netware used to sell you per seat network connection licences[ref]it was sweet when MS, and then TCP/IP destroyed Novell’s business case and ate their lunch. I still detest this company for that egregious policy a quarter of a century after it got in my way at work[/ref], and the DOS version of MS Word had varying levels of functionality. Electronics schematic layout software would sometimes only let you lay out so many components before you’d have to pay. So this sort of incremental sales strategy isn’t new, but it was usually confined to the B2B sector back then. Businesses are usually much better at qualifying the ROI they will get on a piece of production equipment than consumers are at evaluating the enhancement of quality of life they will get for spending money on some consumer goods.
case study: buying an app to play a mixtape
A mixtape is a long continuous gapless track – my application is for parties, where I use foobar and continuator to intelligently crossfade a sequence that I’ve manually scheduled and mixed in key. Some time a go I bought an iPod to develop some mobile web HTML. It did the job admirably and cost-effectively, and to be honest doesn’t owe me anything now. But I have never got it to work properly for playing music, because I despise iTunes, which failed me dismally. Given I am playing this out on a field with no power or Internet access I had one primary CD player and two failover solutions – a second copy of the 7 hour mixtape CD on a cheap backup player and the iPod as third-line.
As the weather deteriorated and the humidity rose[ref]everybody thinks dew is a thing of the morning, but it happens in the evening as soon as the sun goes down. Humidity rises and condensation often happens by twilight[/ref] the main player started to skip, so I wanted to crossfade to the iPod, with no moving parts it should be best able to run through the dew point.
So I had to crossfade to the crappy CD player and a regular album, and start to cue the backup CD four hours in. For technical reasons that sort of track fast forwards glacially slowly, I just got there by the time the regular album was about four tracks in, ready to crossfade back.
Now I should have tested everything including the third-level failover, so it’s my bad. However, in seeking a solution to this, I find the music app on the iPod can’t play a mixtape and index the songs. Most people play pop songs on their iPods with a gap or an auto-crossfade, which sound poor to me[ref]the crossfade is fixed in the iPod which works fine most of the time but sounds rotten when it doesn’t and the iTunes soundcheck level matching sucks compared to foobar’s replaygain[/ref], and is what I’m trying to improve on. Presumably nobody listens to classical music or live albums on an iPod which are also long gapless tracks. The correct solution to indexing a continuous track without gaps is to use a cuesheet and FLAC, because another thing I realised when playing the regular CD is although I can’t hear the difference between MP3 and CD audio at modest listening levels the difference is all too apparent at high levels .
So what I need is an app. I now know what I need is an app that will play a cue-indexed single track file, but initially I thought I could mix the tracks automatically on the fly. I don’t want to manually DJ it because I don’t have the skill, I don’t get to talk to anyone and the results will get worse as the evening goes on due to the power of drinking 🙂
Enter the world of hurt that is apps – gamified consumerism in action
I really hate apps. They’re vile, because they do so little, and the nickel-and-diming to coax even the slightest bit of usefulness out of them is hard to track. I got Algoriddms djay LE for free. but to load my own tracks would mean an in app purchase. So I did that, for £1.50, only to find that once I’d downloaded into itunes it wouldn’t let me load it on anything less than iOS7, which is Apple’s way of deliberately deprecating old gear – they just stop updating iOS for it, and 6 is as far as they will go for mine. Would it really be too much to ask that they check first before letting you buy an upgrade that won’t work on your kit, given they use such corrupt business practices? The ermine is down £1.50 with a fail on caveat emptor – I was unaware that an upgrade to a working program could be non-compatible. As I observed before, everything Apple is easy but hard at the same time.
So I look for an app that does work. Ah DJ mixer 3 does work, but you need to pay £7 to be able to use your own tracks. Now I can’t say I didn’t have fun with that app scratch mixing and finding sixty seven ways to make things sound crap. But the automix sounds poor with pop and rock, though it’s okay with dance. I still don’t think most of the adults at the Oak Tree farm parties are ready for EDM/dance, though I got some of the kids out in the middle dancing with the odd dance track. I have no complaint about that app, it works for what it’s designed to do, but not well enough for me.
So I still need an app to play a long wav or FLAC track with a cue sheet, so that’ll be Golden Ear then. I now have a bit of trepidation about dropping £6 on something that promises it’ll do the job after the frustrating experience with apps so far. You can’t trust apps to do what it says on the tin, it appears, even down to basic things like installing…
I’ll be down £15 just to get this to play music in a way that fits my requirements. Now I can’t say that’s a huge outlay, but I only wrangle apps every six months or so, and I’ve had rotten value so far because I wasn’t allowed to test with my material before shelling out. Not only that, but there’s the incremental way these are sold. If you have a smartphone and are buying apps every other week your app costs could easily exceed your mobile subscription, but it’ll happen in random itty bitty pieces so you won’t clock it. Plus the way individual functions are chargeable means they can avoid sticker shock – you wouldn’t pay £20 for an app in one go but you might to get different levels of functionality enabled as the crippleware gets in your way.
This experience has left me much less likely to get a smartphone in future. I hate working this way, I’d much rather pay for something that does the job upfront[ref]although I don’t like paying for software I’m not religiously opposed to it. I try and find a free way of doing things but I do have a folder of shareware registration details and I still use some of these programs[/ref] than be nickel-and-dimed like that. I do want to be able to test things out properly, and this is something that is craftily prevented by crippling specific features.
The other thing that is nasty about iOS is I can’t code for it without high up-front costs. Even if I had a Mac, I’d have to pay $99 a year for the privilege of getting my own programs onto my own machine, WTF is up with that?
Low capital costs and high running or replacement/upgrade costs is the way things are going
Unfortunately an increasing amount of things are sold this way, at a low upfront cost and you get sliced and diced on the consumables. You rent your music with Spotify, you rent your printer with shockingly expensive ink cartridges though the machine is virtually a freebie, any Apple hardware is on borrowed time because it will become orphaned as iOS leaves it behind in a few years. You as a good little consumer will simply funnel part of your paycheque into the consumerism machine to keep the world turning.
It’s not how I want to buy Stuff, I don’t expect to keep on changing it. For instance, I have only ever had one scanner, an Epson Perfection 1200S SCSI scanner, it is now about 15 years old, and I recently got this working with my Windows 7 machine. It would have been easier to buy a new USB scanner, but I like this, it’s served me well and I want to keep it going. Back then I used it a lot, now I just want to scan the odd thing here or there. My computers are about seven years old. I can’t use a tablet because I am also a creator of content as well as a consumer. I’d punch the screen out if I had to tap tap tappity tap on a touch screen.There hasn’t been that much development in computers over the last few years that makes a difference for writing, browsing and running design software or editiong audio[ref]I do feel the lack of performance when editing video, but I don’t do enough of that to be worth changing[/ref]. Obviously if you play games to push the graphics then you’ll disagree, but I don’t have those sorts of requirements.
I purchased my hi-fi preamplifier secondhand thirty years ago, and my power amplifier is a secondhand Naim 250 which has probably been in service for 20 years. I have had to service the preamp and had the power amplifier serviced a few years back. Decent gear lasts if you look after it. But more and more there just isn’t decent gear to be had, or it is made deliberately obsolescent. And I’m tired of it.
This low service life and deliberate obsolescence is one of the reasons that I find Stuff much less rewarding now. I don’t want to have to buy a new phone, or music player, or camera every year. I don’t give a toss about being with it, I’d just like to be able to do what I used to be able to do with it, and if apps are part of the way to make it do stuff then not get locked out of the app ecosystem after a couple of years.
update 9 July 15:00 –
Another great example of this came through my door
I have to spend £375 with them, over six successive weeks. No Mr Tesco, I am not a lab rat in your maze, so I’ll pass on this. In the event that I really do want something worth £70+ from you I’ll consider it, but the existence or otherwise of your promotion will not change what I do.
Fight impetuous, narcissistic buy now consumerism. 24 hours at a time. Time is on your side…