Optical Store Quotes

Memory must have a good PR agent, because in reality, as an instrument of optical precision, it seems to me little better than a fairground kaleidoscope. To reconstruct an experience on the basis of images stored in our brains at times borders on hallucination. We do not recover the past, we re-create it: an act of dramaturgy if ever there was one. Memory edits things, colors them, mixes cement with the rainbow, does whatever’s needed to make the story work.

PRISM enabled the NSA to routinely collect data from Microsoft, Yahoo!, Google, Facebook, Paltalk, YouTube, Skype, AOL, and Apple, including email, photos, video and audio chats, Web-browsing content, search engine queries, and all other data stored on their clouds, transforming the companies into witting coconspirators. Upstream collection, meanwhile, was arguably even more invasive. It enabled the routine capturing of data directly from private-sector Internet infrastructure—the switches and routers that shunt Internet traffic worldwide, via the satellites in orbit and the high-capacity fiber-optic cables that run under the ocean.

To give you a sense of the sheer volume of unprocessed information that comes up the spinal cord into the thalamus, let’s consider just one aspect: vision, since many of our memories are encoded this way. There are roughly 130 million cells in the eye’s retina, called cones and rods; they process and record 100 million bits of information from the landscape at any time. This vast amount of data is then collected and sent down the optic nerve, which transports 9 million bits of information per second, and on to the thalamus. From there, the information reaches the occipital lobe, at the very back of the brain. This visual cortex, in turn, begins the arduous process of analyzing this mountain of data. The visual cortex consists of several patches at the back of the brain, each of which is designed for a specific task. They are labeled V1 to V8. Remarkably, the area called V1 is like a screen; it actually creates a pattern on the back of your brain very similar in shape and form to the original image. This image bears a striking resemblance to the original, except that the very center of your eye, the fovea, occupies a much larger area in V1 (since the fovea has the highest concentration of neurons). The image cast on V1 is therefore not a perfect replica of the landscape but is distorted, with the central region of the image taking up most of the space. Besides V1, other areas of the occipital lobe process different aspects of the image, including: •  Stereo vision. These neurons compare the images coming in from each eye. This is done in area V2. •  Distance. These neurons calculate the distance to an object, using shadows and other information from both eyes. This is done in area V3. •  Colors are processed in area V4. •  Motion. Different circuits can pick out different classes of motion, including straight-line, spiral, and expanding motion. This is done in area V5. More than thirty different neural circuits involved with vision have been identified, but there are probably many more. From the occipital lobe, the information is sent to the prefrontal cortex, where you finally “see” the image and form your short-term memory. The information is then sent to the hippocampus, which processes it and stores it for up to twenty-four hours. The memory is then chopped up and scattered among the various cortices. The point here is that vision, which we think happens effortlessly, requires billions of neurons firing in sequence, transmitting millions of bits of information per second. And remember that we have signals from five sense organs, plus emotions associated with each image. All this information is processed by the hippocampus to create a simple memory of an image. At present, no machine can match the sophistication of this process, so replicating it presents an enormous challenge for scientists who want to create an artificial hippocampus for the human brain.

Bill Kelley, a Bloomberg employee, waited minutes before replying on his BlackBerry to a relative asking: “Bill, are you OK?” At 9:23 a.m. Kelley sent the last message of his life from the Windows on the World restaurant on top of the World Trade Center. “So far … we’re trapped on the 106th floor, but apparently [the] fire department is almost here.”5 These messages are a sample of a vast collection of e-mails sent on September 11, 2001, and later shared with news media or stored in a 9/11 digital archive owned by the Library of Congress. Many of the e-mails were dispatched by BlackBerrys. For trapped or fleeing workers, BlackBerrys were the only reliable communication link in lower Manhattan. After the first plane knocked out cell towers on top of the World Trade Center, cell and landline circuits were overwhelmed. Paging companies lost many of their frequencies, and phone lines went dead for hundreds of thousands of Verizon customers6 when a call-switching center, several cell towers, and fiber-optic links were smashed by debris from a collapsed building.7

Although in 2005 compact discs still represented over 98 percent of the market for legal album sales, Morris had no loyalty to the format. In May of that year, Vivendi Universal announced it was spinning off its CD manufacturing and distribution business into a calcified corporate shell called the Entertainment Distribution Company. Included in EDC’s assets were several massive warehouses and two large-scale compact disc manufacturing plants: one in Hanover, Germany, and one in Kings Mountain, North Carolina. Universal would still manufacture all its CDs at the plants, but now this would be an arms-length transaction that allowed them to watch the superannuation of optical media from a comfortable distance. It was one of the oldest moves in the corporate finance playbook: divest yourself of underperforming assets while holding on to the good stuff. EDC was a classic “stub company,” a dogshit collection of low-growth, capital-intensive factory equipment that was rapidly going obsolete. In other words, EDC was a drag on A that added little to B. Let the investment bankers figure out who wanted it—Universal had gone digital, and the death rattle of the compact disc had grown loud enough for even Doug Morris to hear. The CD was the past; the iPod was the future. People loved these stupid things. You could hardly go outside without getting run over by some dumb jogger rocking white headphones and a clip-on Shuffle. Apple stores were generating more sales per square foot than any business in the history of retail. The wrapped-up box with a sleek wafer-sized Nano inside was the most popular gift in the history of Christmas. Apple had created the most ubiquitous gadget in the history of stuff.

Invite by explaining about you and your store. Market by educating about what you have. Message by sharing why it can be an advantage to buy from you… And consider staying in an authentic, sympathetic and relatable tone.

Thinking about the projector as a performance tool, a display mechanism, a playback machine, a decompressor of content, an image-enlarger, a sound amplifier, a recording device, and an audiovisual interface carries far richer interpretive possibilities than thinking about it as the poor cousin of the movie theater. It also helps us to explain more about why film has long mattered across many realms of cultural and institutional activity. Critically shifting how we conceptualize what a projector is and does opens a window to a wider array of other media devices that performed the work of storing, decompressing, and yielding content, as well as interfacing with users, viewers, and analysts. Drawing on innovations in precision mechanics, chemistry, optics, and electrical and eventually acoustic and magnetic engineering, projectors catalyzed alternate ways of presenting recorded images and sounds, converting celluloid and its otherwise indecipherable inscriptions into visible and audible content, usable data, productive lessons, and persuasive messaging. In doing so they shaped performance and presentation for audiences of

Joy was substance over optics,” he said. “Joy was a long-term thinker. Joy was bold.

Many of today's personal computers are equipped with optical drives for storing and retrieving data on compact discs (CDs) or digital versatile disks (DVDs) that can be removed from the drive. A CD is a silvery plastic platter on which a laser records data as a sequence of tiny pits in a spiral track on one side of the disk. One CD can hold 680 MB of data. A DVD uses smaller pits packed in a tighter spiral. Some Blu-ray disks (high-density optical disks read with a blue-violet laser) can hold multiple layers of data-for a total capacity of 200GB, sufficient storage for many hours of studio-quality video and multi-channel audio.

Today the cloud is the central metaphor of the internet: a global system of great power and energy that nevertheless retains the aura of something noumenal and numnious, something almost impossible to grasp. We connect to the cloud; we work in it; we store and retrieve stuff from it; we think through it. We pay for it and only notice it when it breaks. It is something we experience all the time without really understanding what it is or how it works. It is something we are training ourselves to rely upon with only the haziest of notions about what is being entrusted, and what it is being entrusted to. Downtime aside, the first criticism of this cloud is that it is a very bad metaphor. The cloud is not weightless; it is not amorphous, or even invisible, if you know where to look for it. The cloud is not some magical faraway place, made of water vapor and radio waves, where everything just works. It is a physical infrastructure consisting of phone lines, fibre optics, satellites, cables on the ocean floor, and vast warehouses filled with computers, which consume huge amounts of water and energy and reside within national and legal jurisdictions. The cloud is a new kind of industry, and a hungry one. The cloud doesn't just have a shadow; it has a footprint. Absorbed into the cloud are many of the previously weighty edifices of the civic sphere: the places where we shop, bank, socialize, borrow books, and vote. Thus obscured, they are rendered less visible and less amenable to critique, investigation, preservation and regulation. Another criticism is that this lack of understanding is deliberate. There are good reasons, from national security to corporate secrecy to many kinds of malfeasance, for obscuring what's inside the cloud. What evaporates is agency and ownership: most of your emails, photos, status updates, business documents, library and voting data, health records, credit ratings, likes, memories, experiences, personal preferences, and unspoken desires are in the cloud, on somebody else's infrastructure. There's a reason Google and Facebook like to build data centers in Ireland (low taxes) and Scandinavia (cheap energy and cooling). There's a reason global, supposedly post-colonial empires hold onto bits of disputed territory like Diego Garcia and Cyprus, and it's because the cloud touches down in these places, and their ambiguous status can be exploited. The cloud shapes itself to geographies of power and influence, and it serves to reinforce them. The cloud is a power relationship, and most people are not on top of it. These are valid criticisms, and one way of interrogating the cloud is to look where is shadow falls: to investigate the sites of data centers and undersea cables and see what they tell us about the real disposition of power at work today. We can seed the cloud, condense it, and force it to give up some of its stories. As it fades away, certain secrets may be revealed. By understanding the way the figure of the cloud is used to obscure the real operation of technology, we can start to understand the many ways in which technology itself hides its own agency - through opaque machines and inscrutable code, as well as physical distance and legal constructs. And in turn, we may learn something about the operation of power itself, which was doing this sort of thing long before it had clouds and black boxes in which to hide itself.

The moment they appeared on the scene, the first optical devices (Al-Hasan ibn al-Haitam aka Alhazen's camera obscura in the tenth century, Roger Bacon's instruments in the thirteenth, the increasing number of visual prostheses, lenses, astronomic telescopes and so on from the Renaissance on) profoundly altered the contexts in which mental images were topographically stored and retrieved, the impera- tive to re-present oneself, the imaging of the imagination which was such a great help in mathematics according to Descartes and which he considered a veritable part of the body, veram partem corporis. Just when we were apparently procuring the means to see further and better the unseen of the universe, we were about to lose what little power had of imagining it. The telescope, that epitome of the visual prosthesis, projected an image of a world beyond our reach and thus another way of moving about in the world, the logistics of perception inaugurating an unknown conveyance of sight that produced a tele- scoping of near and far, a phenomenon of acceleration obliterating our experience of distances and dimensions.