Dan Sinker, The Who Cares Era:
The writer didn't care. The supplement's editors didn't care. The biz people on both sides of the sale of the supplement didn't care. The production people didn't care. And, the fact that it took two days for anyone to discover this epic fuckup in print means that, ultimately, the reader didn't care either.
It's so emblematic of the moment we're in, the Who Cares Era, where completely disposable things are shoddily produced for people to mostly ignore.
This hits me hard right now. It’s part of a broader sadness I’ve been feeling—especially around the shrinking prospects for paid work that actually feels career-meaningful.
Dan calls it “disheartening,” and I feel that. He also writes, “It’s easy to blame this all on AI, but it’s not just that.” Exactly. This didn’t start with LLMs. They just sped things up—and ensured even fewer people get paid to produce an ever-growing volume of slop.
What’s worse: much of this output isn’t even for people anymore.
The user isn’t the customer. And they’re not the product either. The real product is behavioral optimization—metrics on a dashboard. The paying customer is somewhere else entirely, and the "content" is just a means to nudge behavior and juice KPIs.
That’s why we see this flood of AI-generated blog posts, podcasts, and articles that barely say anything and just conjure a vibe. Why publish something devoid of editorial oversight or substance? Like, who is this for?! It meets a quota, hits a keyword target, triggers an engagement metric. But, it doesn't reach a person except incidentally or by accident.
The point isn’t to communicate. It’s to simulate relevance in order to optimize growth. It's all goal-tracking, A/B tests, fake doors, and dark patterns.
It’s not publishing. It’s performance art for algorithms. Interpretive dance for the bots. It's sympathetic magic—building the runways and replicas, hoping the traffic increases.
And that’s what makes me so sad. It reveals such a grim meathook future ahead, a solipsistic view of humanity: most people reduced to NPCs in someone else's growth funnel. Not peers. Not audiences. Just marks—behavioral units to be nudged for another uptick.
Anyway, I don’t have a better conclusion than Dan’s: "In the Who Cares Era, the most radical thing you can do is care." He’s right. And honestly, I’m still trying to figure out what that looks like, day to day—besides being caremad and grumpy all the time, that is.