A Random Click Quotes

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He seemed to be staring at the chain hanging from the ceiling fan. Seconds later, he confirmed this by reaching out and tugging the chain. Light clicked on. He tugged the chain again. Light went off. Oh for gods' sake, he had a mean case of ADD sometimes. "Apollo," I snapped.
Jennifer L. Armentrout (The Return (Titan, #1))
...and Jack, who felt like he was on the cusp of being able to read minds and thought it would be all right if Luce wrote him down for that. ("I sense that you're okay with that, am I right?" He made a gun out of his fingers and clicked his tongue.)
Lauren Kate (Torment (Fallen, #2))
I walked in on my folks doing it doggy style less than four hours ago." "Waitress!" Jonas screamed, clicking his fingers madly. "Bring two!" then, more quietly,"You want a neck massage? A bedtime story? A bullet in the ear?
MaryJanice Davidson (Sleeping with the Fishes (Fred the Mermaid, #1))
You should know that if we do fucking kill you, the we'll just delete you. You got that? One click and then you're overwriten with random ones and zeros. Undelete is not an option.
Neil Gaiman (American Gods (American Gods, #1))
Sometimes in life there are these random moments when everything just clicks. When all the fragments of your fractured past fall together, merging in your mind to form a lucid image of your future. Each mistake made becomes a vital piece as it serves whatever purpose necessary to complete the picture as a whole and suddenly everything becomes so clear.
L.B. Simmons (The Resurrection of Aubrey Miller)
Marked.” My face was on fire, my limbs shaking. “All of you. I will take all of you out with my own bare hands!” There was laughter building in Bram’s voice as he responded. “As cute as I’m sure that would be, your attempt…if we thought the people who might try to trace that chip could make you absolutely, one hundred percent safe, I would carry you to them and hand you over myself.” I gingerly rested my fingertips against my forehead, breathing deeply, trying to calm myself down. “There are some very bad men out to get you, Miss Dearly.” “You have got to be kidding me.” “By the way, you have quite the vocabulary, for a princess.” He still sounded amused. This statement was random enough to get my attention. “Princess?” I asked, confused. “You know, a princess. A New Victorian girl.” My lips parted to fire off another question before it clicked. “You’re a Punk.” “Born and bred.” “Fantastic.
Lia Habel (Dearly, Departed (Gone With the Respiration, #1))
Thomas stared in horror at the monstrous thing making its way down the long corridor of the Maze. It looked like an experiment gone terribly wrong—something from a nightmare. Part animal, part machine, the Griever rolled and clicked along the stone pathway. Its body resembled a gigantic slug, sparsely covered in hair and glistening with slime, grotesquely pulsating in and out as it breathed. It had no distinguishable head or tail, but front to end it was at least six feet long, four feet thick. Every ten to fifteen seconds, sharp metal spikes popped through its bulbous flesh and the whole creature abruptly curled into a ball and spun forward. Then it would settle, seeming to gather its bearings, the spikes receding back through the moist skin with a sick slurping sound. It did this over and over, traveling just a few feet at a time. But hair and spikes were not the only things protruding from the Griever’s body. Several randomly placed mechanical arms stuck out here and there, each one with a different purpose. A few had bright lights attached to them. Others had long, menacing needles. One had a three-fingered claw that clasped and unclasped for no apparent reason. When the creature rolled, these arms folded and maneuvered to avoid being crushed. Thomas wondered what—or who—could create such frightening, disgusting creatures.
James Dashner (The Maze Runner (Maze Runner, #1))
I have a strong aversion to Twitter, and yet there is a social obligation that forces me to pop in and spy on celebrities now and then. I don’t get Twitter. It’s impossible to follow conversation threads, and it’s too easy to spend hours and hours clicking on random names, and the next thing you know, you've become infatuated with Tweet photos from the Kardashians.
Jessica Park (Flat-Out Love (Flat-Out Love, #1))
I think I’m going to take it as a compliment,” he said as one of the corners of his lips bent up just the tiniest little bit. Smug Clark Kent look-alike. “Well, it’s not.” I reached for my mouse, clicking to open a random folder. “Thor or Captain America? That would have been a compliment. But you are not a Chris. Plus, no one cares about Superman anymore, Mr. Kent.
Elena Armas (The Spanish Love Deception (Spanish Love Deception, #1))
That’s the other thing,” I said. Beneath me, the ice machine made a random rumble, like a belch, and the inner workings clicked. It was weird, thinking about this machine making ice year after year when no one ever needed it. I waited politely until it was finished before I continued.
Simone St. James (The Sun Down Motel)
... Bezos personifies a new breed of executive that arose with the emergence of the game-changing technologies in the 1980s and 1990s ... a 'productive narcissist'. ... These executives have big enough egos to make up seemingly random rules of business leadership. However, unlike other narcissists, they get the job done.
Richard L. Brandt (One click)
I am scared of snapping. That something, some random day, it will simply make ‘click’ in my mind and all of the sudden I will absolutely lose my mind. In other words having gazed into the abyss for too long. Go completely and totally insane! How does one decent into madness? What makes one click so all of the sudden life is upside down and people don’t know themselves anymore?
Ryan Gelpke (2018: Our Summer of Creeping Boredom and Beautiful Shimmering (Howl Gang Legend Book 3))
So can I ask you a question?” She wraps a strand of hair around her finger and examines the end of it before dropping it to look at me. “Sure.” I pass a slow-moving BMW and get comfortable, glancing at her to continue. “Does the FBI monitor Google searches? Like, um, randomly? For normal people?” “Normal people?” “Non-criminal people.” “What kind of a question is that?” “It’s a real question!” “But why are you asking it?” “Because I Google some weird shit,” she says, blowing out a breath and shaking her head. “I keep expecting someone to show up on my doorstep and ask what the heck I’m doing, but I’m just a really curious person and all the answers are right there, you know? Just click, click and there’s your answer.” “I think you’ll be okay,” I assure her.
Jana Aston (Trust (Cafe, #3))
I often think of the power of partial reinforcement, of how a diet of rare and random rewards can make a behavior difficult to extinguish. I don’t currently have to deal with toddlers who throw tantrums and I’ve never been tempted by slot machines. But I often find myself lost online, staring at my phone, numbly clicking on links, watching videos, doing the drag-down-to-refresh gesture in the hopes of seeing something that makes me feel good, and when I do all this, I am reminded of a rat in the behaviorist’s cage.
Paul Bloom (Psych: The Story of the Human Mind)
We had heard rumours of what people referred to as a ‘phantom accounting system’, also called zappers and phantom ware. This phenomenon was unheard of in South Africa at the time. The more formal term used to describe this kind of criminal financial-management software is a ‘sales-suppression system’. The Organisation for Economic Cooperation and Development (OECD), in which South Africa has observer status, issued a guide on these systems in 2013.10 On the surface, the technology seems like a supposedly normal accounting system, used mainly by retailers. It has all the expected features: it records stock, sales, invoices, receipts and taxes. It can print daily, weekly and monthly accounting records. Yet the software has a feature that can blank out certain sales and receipts. You can set it to suppress, for instance, every fourth sale, or random sales of a particular value, whichever you prefer. The effect is that, on paper, your stock, sales and receipts would balance for tax purposes. All you would have to do is click on a secret place on the screen, or type a particular code on the keyboard, and the unrecorded sales and receipts would reflect. One would then be able to take this money out of the company’s takings for the day, week or month, and people would be none the wiser.
Johann van Loggerenberg (Rogue: The Inside Story of SARS's Elite Crime-busting Unit)
So!” Jack said, clapping his hands and grinning at me. “We ready to go? What’s the transportation plan?” “I guess I’ll go with Reth, and—” Lend shouted, “No, you’re not going anywhere alone with Reth.” “Fine, I’ll go with Jack, and—” “That doesn’t work for me either.” I laughed drily. “Okay then, I’ll click my heels together three times and say, ‘There’s no place like the Center, there’s no place like the Center,’ and then magically appear there!” He was quiet for a few seconds. “You’ll probably be safer with Reth.” It sounded like he was speaking through clenched teeth. “And I can keep a better eye on Jack.” “Well, I for one am thrilled to spend more time with Lend. That’s the top of my Fun Things to Do list. We should come up with a secret handshake!” Jack said, pushing me to the side and throwing the door open, which resulted in Lend falling to the floor immediately unconscious. “Oh, whoops.” Jack smiled, his eyes gleaming. “Too bad, I like him so much when he’s talking.” “Very funny. Keep him safe, okay? I don’t Raquel’s in the Iron Wing—she would have heard me shouting. Look anywhere you can think of. They might have her in a random room somewhere. We’ll meet in Raquel’s old office in two hours, whether we’ve found anything or not.” He nodded, not looking at me as he poked Lend repeatedly with his foot. “And, Jack? That threat Reth made about your hands? I’m going to apply it to Lend, too. Keep him safe. Or else.
Kiersten White (Endlessly (Paranormalcy, #3))
Back in bed I listen to every sound. The plastic tarp over the table on the balcony crunching in the cold wind. the two short clicks in the walls before the heat comes on with a low whoosh. I hear a constant base hum all around, the nervous system of the building, carrying electricity and gas and phone conversations to all our respective little boxes. I listen to it all, the constant, the rhythmic, and the random. It's hard to measure the night by sound, but it can be done. I know that when the traffic noise is quietest, it's about 4:30 in the morning. I know that when the 'Times' hits the door, it's around 5. Now the clock says it's morning, 5:45, but the November sky still says midnight. I hear the elevator ding twenty yards down the hall outside our door. Seven seconds later, I hear his keys in our lock, then his heavy backpack hitting the floor. I hear the refrigerator door open, the unsealing vacuum wheezing as the cold inside air meets the dry heat in the apartment. The cupboard door. A glass. The crescendoing fizz of a new two-liter Diet Coke bottle opening. It's a one-sided conversation with no one actually talking. I lie in the dark, close my eyes, and try not to listen to his movements around apartment. these are the sounds of our life together before it got so messy. I want to say something back. Anything, anything that sounds like things sounded last summer. Even just to myself. Just something out loud. The inside of my eyelids turn pink. My door has been opened and the light from the hallway shines through them. I won't open them. There is no noise. Like an eclipse, the world behind my closed eyes goes dark again. For just one second, before I feel a kiss on my right eye. I keep them closed. A kiss on the left one. I open them. Jack looks down at me and closes his eyes. He leans forward and puts his forehead on my chest and goes limp. ''Blues Clues' is on,' he says softly into my tee shirt. His muffled voice vibrating only a half inch away from my heart.
Josh Kilmer-Purcell (I Am Not Myself These Days)
The downside of shuffle soon revealed itself, though. I became fascinated with the mechanism itself, and soon was always wanting to know what was coming up next. It was irresistible to click onto the next random selection. Even if it was something great, there was the possibility something greater still would flash up next.
Simon Reynolds (Retromania: Pop Culture's Addiction to Its Own Past)
most developers don't test at all! They key in a few values at random and click a few buttons. If they don't get any unhandled exceptions, that code is ready for QA!
Jeff Atwood (How to Stop Sucking and Be Awesome Instead)
Simply go to Google and click on the Google image tab. Once there, choose various words at random. We might put in “squid” and then look at all the pictures the word squid generates. Print out one or two images generated by the word squid. Then pick another word at random such as “architect.” Pick two images under the architect category and print them out as well. After you go through a series of ten random words and have printed pictures, these are used as a Random Stimulation exercise. Here’s how it would work in a group setting. We would say to the group, “We are currently trying to figure out a way of increasing sales and revenue” (from the bowling ball company example). Now we ask the group to set that problem aside and look at a stack of random images. When looking at the images the group members are only to say what those images remind them of, as a facilitator writes down the phrases and words they mention.
Steven Rowell (Jumpstart Your Creativity: 10 Jolts To Get Creative And Stay Creative)
This is how online advertising works: money turns into pixels and electrons in the form of ads, which turn into a scintilla of attention in someone’s mind, which after a few more clicks and electrons shuffling about, turns back into money. The only goal here is to make that second pile of money as large as possible relative to the first pile of money.
Antonio García Martínez (Chaos Monkeys: Obscene Fortune and Random Failure in Silicon Valley)
First, you must search for a Taoist temple or master to understand Taoism. It will take approximately a decade or 20 years to completely study and understand Taoism. Secondly, you need to unlearn everything that you have learnt from your experiences before studying Taoism. It usually takes a period of 7 to 14 years to create a harmony between the self and the nature. In this period, you must let go all the relationships and recede your mind to Mother Nature. Finally, you must learn to accept life as it is, and be receptive to the various instances in your life. No single way offers all the secrets of Taoism; however each path explores a full and well-lived life over a certain period. Each path is acceptable in Taoism. Each tradition suits certain personalities. No single path can ensure a long life unless an individual approaches it being true to his nature. In an age of random solutions with just a single click, the practice of Taoism requires a lot of time, patience and perseverance.
Jordan Jacobs (Taoism)
Lilian?” Kevin needed a moment to register that, indeed, Lilian was standing before him. “What are you doing here? I thought you were taking a bath with the others.” “I was going to,” Lilian admitted, “but then I realized that my mate and I haven’t been able to spend much time alone together because my family kept getting in the way, and I thought this would be the perfect opportunity for us to bond.” “Bond?” He studied the girl, and eventually realized that she wasn’t looking at his face. Feeling a sense of unease growing in the pit of his stomach, Kevin looked down. His face grew red. He let out a loud “eep!” and tried to cover himself with his hands. “Ufufufu,” Lilian chuckled. “You’re still too cute when you get embarrassed like that.” Kevin tried to glare at her, but the blush on his face lessened the effect. “It’s got nothing to do with being embarrassed and everything to do with common decency,” he insisted, lying through his teeth. “Most people don’t stand around in the nude while someone else is present, not even if they’re dating that person.” “Most people aren’t mated to a kitsune.” “Ugh…” She had him there. “Kevin” Lilian’s eyes were warm and so incredibly earnest that Kevin was unable to look away, “you are my mate; the person I love more than anyone else in this world.” Delicate hands reached up and cupped his face. “This isn’t some random person wanting to see you naked. This is me, your mate, who wants to become more intimate with you. If it helps, I promise not to touch anything below the belt.” Staring at the girl with an uncomprehending gaze, Kevin’s mind became a warzone, a battle the likes of which no one had ever seen before—mostly because it was all happening in his mind. *** The desolate wasteland spread out for miles, its borders traveling far beyond the distant horizon. Cracks traversed the ground like a myriad system of interconnecting spiderwebs. There was no flora or fauna in this wasteland. It was the perfect place… for war. Two forces stood on opposite ends of each other, armies of nearly equal might. Multi-segmented plates clicked together as figures moved and jostled each other. Horned helms adorned the many heads, their faceplates masking their identities. Hands gripped massive halberds with leaf-shaped blades that gleamed like a thousand suns. The army on the northern border wore white armor, while those in the southern quadrant wore red. A moment of silence swept through the clearing. A tumbleweed rolled across the ground. It was the unspoken signal for the battle to start, and the two forces rushed in toward the center, yelling out their battle cries. “For Lilian!!” “For chastity!!” Thunder struck the earth as these two titanic armies fought. Bodies were thrown into the air with impunity. Halberds clashed, the sound of metal on metal, steel ringing against steel, rang out in a symphony of chaos. Sparks flew and shouts accompanied the maelstrom of combat. It was, indeed, a battle worthy of being placed within the annals of history. A third party soon entered the fray. From one of the many cliffs surrounding the battlefield, an army appeared. Unlike the two forces duking it out down below, this army was bereft of nearly all their clothes. Wearing nothing but simple loincloths and bandoleers similar to Tarzan’s, the group of individuals looked identical. Messy blond hair framed bright blue eyes that glared down at the battlefield. With nary a thought, this force surged down the cliff, their own battle cry echoing across the land. “DEATH TO THE CHERRY!!” And so more chaos was unleashed upon the battlefield. ***
Brandon Varnell (A Fox's Family (American Kitsune #4))
When clients want to add a bunch of confusion to their marketing message, I ask them to consider the ramifications of doing so if they were writing a screenplay. I mean, what if The Bourne Identity were a movie about a spy named Jason Bourne searching for his true identity but it also included scenes of Bourne trying to lose weight, marry a girl, pass the bar exam, win on Jeopardy, and adopt a cat? The audience would lose interest. When storytellers bombard people with too much information, the audience is forced to burn too many calories organizing the data. As a result, they daydream, walk out of the theater, or in the case of digital marketing, click to another site without placing an order. Why do so many brands create noise rather than music? It’s because they don’t realize they are creating noise. They actually think people are interested in the random information they’re doling out. This is why we need a filter. The essence of branding is to create simple, relevant messages we can repeat over and over so that we “brand” ourselves into the public consciousness.
Donald Miller (Building a StoryBrand: Clarify Your Message So Customers Will Listen)
I sit there for a moment in the silence. How is it that some lucky people avoid all the pitfalls of love—the cheating husband who blindsides you, then the indignities of “putting yourself out there again,” waiting for someone to click on your profile, the retelling again and again of your life story to a random, bored stranger, and then the slow realization that time may be running out and that you need to figure out how to settle for a life that is so far from what you imagined? How, indeed, do they get that lucky?
Maddie Dawson (The Magic of Found Objects)
Some random clicks shine brighter than we expect!
RJ Yolande Mendes
Sometimes random clicks turn out to be the prettiest of all
RJ Yolande Mendes
Browse. Go to Wikipedia.org and click “Random article” to be taken to one of the site’s millions of crowdsourced entries—then pretend it wasn’t random at all. What is Wikipedia trying to tell you? (Other online tools will send you to random websites, videos, and so on.)
Jeremy Utley (Ideaflow: The Only Business Metric That Matters)
As corporations have amassed more market power, they’ve made every effort to keep wages low and productivity high. Increasingly, workers are providing far more value to their companies than their pay reflects, and employers are constantly finding new avenues to squeeze their labor force. Algorithms have proven to be more exacting bosses than people. Those algorithms powering just-in-time scheduling have allowed bosses to fine-tune staffing levels to demand, leading to unpredictable hours that cause paychecks to grow and shrink from week to week. Companies have deployed programs that record workers’ keystrokes and mouse clicks and capture screenshots at random intervals and have even made use of devices that sense heat and motion. Warehouse workers, cashiers, delivery drivers, fast food managers, copy editors, and millions of other kinds of workers—even therapists and hospice chaplains—are now monitored by software with names like Time Doctor and WorkSmart. Most large private firms track worker productivity, sometimes docking pay for “idle time,” including when employees use the bathroom or consult with clients. Such technological advances have increased workers’ efficiency and their precarity: You produce more profit but enjoy less of it, which is the textbook definition of exploitation.
Matthew Desmond (Poverty, by America)
Stuck on "on": how to manage a Sympathetic response 1. Say to yourself, "I am having trauma response. This is a physiological process. I'm not crazy." 2. Make a list of people, places, and things that you love. Notice how your body feels as you think about hugging your best friend, sitting on a beach, or curling up with your favorite book. 3. Use your senses. Weighted blankets. Essential oils. Soft music. Warm tea. These can all help your nervous system come back down. 4. Count backward from the number 31. 5. Notice 5 things you can see, 4 things you can hear, 3 things you can touch, and 1 thing you can taste. 6. Push as hard as you can against a door or a wall. Notice your muscles firing. Step back, take a break. Repeat three times. 7. Do simple math problems in your head. Simple thinking tasks will help your brain reorientate itself. 8. Name the sensations inside your body. Say to yourself out loud, "I feel tension in my neck. I feel tightness in my stomach. I feel he at in my face." Then look for one place in your body where you feel neutral or calm. Most people can access neutral by noticing random areas like their left knee cap or right ring finger. Focus your attention first on the neutral area, then on the tense area, then on the neutral area. Do this for four minutes. 9. Don't ask why you feel panic. Do ask who or what will help you feel safe. 10. If you have a dog or a cat, gently put your hand on their heart and count their heartbeat for three minutes. Stuck on "off": how to manage a high tone dorsal vagal state. 1. Remind yourself that you are not lazy or unmotivated. Tell yourself, "I am having a trauma response. This is a thing. I am not crazy." 2. Get cold. Splash ice-cold water on your face. Hold ice cubes in your hand. Put an ice pack on your neck. Or jump into the coldest possible shower you can stand. 3. Hum or sing. There's a reason people have changed "Ommm" since the 6th century. 4. Social connection is powerful medicine. Connect with a human over the phone: good. Over video chat: better: In person: best. 5. Don't ask why you're feeling frozen. Do ask who or what might help you feel safer. 6. Don't use hyperbolic exaggerated language like "I feel buried" or "I'm drowning." This language reinforces the stress response. Instead, get really specific." I need to call my son's teacher, pick up my prescription and finish a proposal for work." Write down the specific tasks. This will help your brain click back into solution mode. 7. Suck on a lemon. This sounds weird, but it can help suck your brain out of shutdown mode. 8. Open and close your mouth. Then move your head. Then stretch your arms and legs. 9. Grab both ends of a blanket and wring it out as you would if it was soaking wet. Notice your muscles firing as you do this. Take a break. Repeat three times. 10. If you have a safe and willing friend or partner, make eye contact with them for 2-3 minutes. It's super awkward, but you will get a bonus dose of energy if you both end up laughing.
Britt Frank (The Science of Stuck: Breaking Through Inertia to Find Your Path Forward)
Seatbelts?” I said. She clicked hers in. “Yes, old man.” “Hey, safety first.
Finn Eccleston (The Community (Project M Book 1))
In the current technological era we are more vulnerable to manipulation via confirmation bias than ever. Take the YouTube algorithm. It recommends videos to you on the basis of those you’ve already watched by analyzing the viewing habits of people who clicked on the same video. It predicts that you are more likely to enjoy their favorite content than a completely random selection of videos, which turns out to be a fair assumption. The trouble is, there are concerns that it can have the effect of plunging the viewer into a confirmation bias odyssey. If you watched a video about aliens visiting rural America and intrusively probing local farmhands, then you are fairly likely to be interested in other bonkers conspiracy theories, such as that the Earth is flat, and that vaccines cause autism. Before long, you may find yourself presented with videos of people telling you that school shootings in the US were faked, and that the 9/11 terrorist attacks on the World Trade Center towers were perpetrated by the US government. People who believe such things are more likely to distrust the government anyway, and to be on the political right. In the run-up to the US presidential election in 2016, virulently anti-Hillary Clinton videos were viewed six times more than anti-Donald Trump videos.
Adam Rutherford (The Complete Guide to Absolutely Everything (Abridged): Adventures in Math and Science)
CAPTCHA, the test that requires users to prove they are human by typing out distorted text or clicking on images, actually has a secondary purpose. Many CAPTCHA tests use words from old books that computers have difficulty recognising. By solving CAPTCHAs, users are unknowingly helping digitise these texts, making them accessible for future generations.
Oscar Johnson (1,001 Amazing Random Fun Facts for Adults and Kids: Facts Covering History, Science, Nature, Sport, Art, Literature, Geography, Entertainment, Music and Pop Culture (Educational Trivia Book 1))
This plan is still tentative. But I’ve been thinking about it for a while now. Months, even. After I publish this book today, I’m gonna reach out to the Amazon program to ask them questions about it, because I’m not sure how it works exactly. I think it’s like a lottery drawing where you have to enter your email or something. I’m not sure. Ideally, I’d like to have a web link that I could place inside the book randomly. Those who find it and are interested in signing up for the promotion can click on it and enter the monthly drawing. From there, it’d restart every month, I guess. Or it’d restart every few months? I don’t know. I still have a lot to figure out. Plus, I don’t even know if it works like that. Alright, time to wrap this up. There’s still work to do. But before I go, I just wanted to take the time to thank you all. Thank you for helping me get to book 45. We did it! We finished the series! Well, kinda. :oP Thank you for giving me the opportunity to write for you boys and girls. I love making these books, and I love my job because of your tremendous support. I realize that I’m not the best writer/storyteller, and that I make typos and grammar errors and such, but thank you for giving me the time to learn and grow. I’ve only just gotten started in this field, and I have a whole lot to learn. But with enough time and dedication and your support, I’m sure I will grow up to reach my full potential. So, thank you once again, and happy holidays, fam. I love you all.
Steve the Noob (Diary of Steve the Noob 45 (An Unofficial Minecraft Book) (Diary of Steve the Noob Collection))
Security is often at odds with civil liberties. The act of balancing between the two gets even trickier with predictive technology at play. PA threatens to attain too much authority. Like an enchanted child with a Magic 8 Ball toy (originated in 1950), which is designed to pop up a random answer to a yes/no question, insightful human decision makers could place a great deal of confidence in the recommendations of a system they do not deeply understand. What may render judges better informed could also sway them toward less active observation and thought, tempting them to defer to the technology as a kind of crutch and grant it undue credence. It’s important for users of PA—the judges and parole board members—to keep well in mind that it bases predictions on a much more limited range of factors than are available to a person.
Eric Siegel (Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die)
Whether it be brand marketers trumpeting the new BMW X5, game developers getting players to spend real money on virtual goods, or someone selling an online nursing degree, the only difference is the time frame in which those different goals occur—in other words, the time between attention and action. If the time frame is very short, like browsing for and buying a shirt at nordstroms.com, it’s called “direct response,” or “DR” advertising. If the time frame is very long, such as making you believe life is unlivable outside the pricey mantle of a Burberry coat, it’s called “brand advertising.” Note that the goal is the same in both: to make you buy shit you likely don’t need with money you likely don’t have. In the former case, the trail is easily trackable, as the “conversion” usually happens online, usually after clicking on the very ad you were served.* In the latter, the media employed is a multipronged strategy of Super Bowl ads, Internet advertising, postal mail, free keychains, and God knows what else. Also, the conversion happens way after the initial exposure to the media, and often offline and in a physical space, like at a car dealership. The tracking and attribution are much harder, due to both the manifold media used and the months or years gone by between the exposure and the sale. As such, brand advertising budgets, which are far larger than direct-response ones, are spent in embarrassingly large broadsides, barely targeted or tracked in any way. Now you know all there is to know about advertising. The rest is technical detail and self-promoting bullshit spun by agencies. You’re officially as informed as the media tycoons who run the handful of agencies that manage our media world.
Antonio García Martínez (Chaos Monkeys: Obscene Fortune and Random Failure in Silicon Valley)
which a drawing imported into a text document can no longer be altered, but must be changed in the original graphics program and reintroduced into the text document.) Out of the box the Star was multilingual, offering typefaces and keyboard configurations that could be implemented in the blink of an eye for writing in Russian, French, Spanish, and Swedish through the use of “virtual keyboards”—graphic representations of keyboards that appeared on screen to show the user where to find the unique characters in whatever language he or she was using. In 1982 an internal library of 6,000 Japanese kanji characters was added; eventually Star users were able to draft documents in almost every modern language, from Arabic and Bengali to Amharic and Cambodian. As the term implied, the user’s view of the screen resembled the surface of a desk. Thumbnail-sized icons representing documents were lined up on one side of the screen and those representing peripheral devices—printers, file servers, e-mail boxes—on the other. The display image could be infinitely personalized to be tidy or cluttered, obsessively organized or hopelessly confused, alphabetized or random, as dictated by the user’s personality and taste. The icons themselves had been painstakingly drafted and redrafted so they would be instantaneously recognized by the user as document pages (with a distinctive dog-eared upper right corner), file folders, in and out baskets, a clock, and a wastebasket. Thanks to the system’s object-oriented software, the Star’s user could launch any application simply by clicking on the pertinent icon; the machine automatically “knew” that a text document required it to launch a text editor or a drawing to launch a graphics program. No system has ever equaled the consistency of the Star’s set of generic commands, in which “move,” “copy,” and “delete” performed similar operations across the entire spectrum of software applications. The Star was the epitome of PARC’s user-friendly machine. No secretary had to learn about programming or code to use the machine, any more than she had to understand the servomechanism driving the dancing golf ball to type on an IBM Selectric typewriter. Changing a font, or a margin, or the space between typed lines in most cases required a keystroke or two or a couple of intuitive mouse clicks. The user understood what was happening entirely from watching the icons or documents move or change on the screen. This was no accident: “When everything in a computer system is visible on the screen,” wrote David Smith, a designer of the Star interface, “the display becomes reality. Objects and actions can be understood purely in terms of their effects on the display.
Michael A. Hiltzik (Dealers of Lightning: Xerox PARC and the Dawn of the Computer Age)
IBM launched its Chess machine, renamed simply the Personal Computer, in August 1981, a scant four months after the Star. Judged against the technology PARC had brought forth, it was a homely and feeble creature. Rather than bitmapped graphics and variable typefaces, its screen displayed only ASCII characters, glowing a hideous monochromatic green against a black background. Instead of a mouse, the PC had four arrow keys on the keyboard that laboriously moved the cursor, character by character and line by line. No icons, no desktop metaphor, no multitasking windows, no e-mail, no Ethernet. Forswearing the Star’s intuitive point-and-click operability, IBM forced its customers to master an abstruse lexicon of typed commands and cryptic responses developed by Microsoft, its software partner. Where the Star was a masterpiece of integrated reliability, the PC had a perverse tendency to crash at random (a character flaw it bequeathed to many subsequent generations of Microsoft Windows-driven machines). But where the Star sold for $16,595-plus, the IBM PC sold for less than $5,000, all-inclusive. Where the Star’s operating system was closed, accessible for enhancement only to those to whom Xerox granted a coded key, the PC’s circuitry and microcode were wide open to anyone willing to hack a program for it—just like the Alto’s. And it sold in the millions.
Michael A. Hiltzik (Dealers of Lightning: Xerox PARC and the Dawn of the Computer Age)