This is the trend of making what I call complicated sticks. Complicated sticks are complex tech products that are useful for everything and nothing in particular. They're evident in these wispy ads that try to give a blanket impression of good vibes and positivity suited to fashion, fragrances, and flooded product categories, not innovative tech that helps us do new things.
It's an ad for blockchains, NFTs, and generative AI. It's an ad for rationalism, techno-optimism, and effective altruism. It's an ad for contextless drivel about user experience design and design systems divorced from any particular product association. When these products work, it's on a fundamentally mechanical level like server uptime or UI responsiveness, not in any satisfying concrete task or purpose.
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