You thought the first page of Google was bunk before? You haven't seen Google where SEO optimizer bros pump out billions of perfectly coherent but predictably dull informational articles for every longtail keyword combination under the sun.

Humans who want to engage in informal, unoptimised, personal interactions have to hide in closed spaces like invite-only Slack channels, Discord groups, email newsletters, small-scale blogs, and 

digital gardens. Or make themselvesillegibleand algorithmically incoherent in public venues.

Every time you find a new favourite blog or Twitter account or Tiktok personality online, you'll have to ask: Is this really a whole human with a rich and complex life like mine? Is there a  being  on the other end of this web interface I can form a relationship with?

Before you continue, pause and consider: How would  you  prove you're not a language model generating predictive text? What special human tricks can you do that a language model can't?

In short, they do not have access to the same shared reality we do. They do not have embodied experiences, and cannot sense the world as we can sense it; they don't have vision, sound, taste, or touch. They cannot feel emotion or tightly hold a coherent set of values. They are not part of cultures, communities, or histories.

As the forest grows darker, noisier, and less human, I expect to invest more time in in-person relationships and communities. And while I love meatspace, this still feels like a loss.

Marketers, influencers, and growth hackers will set up 

OpenAI → Zapierpipelines that auto-publish a relentless and impossibly banal stream of LinkedIn #MotivationMonday posts, “engaging” tweet🧵threads, Facebook outrage monologues, and corporate blog posts.

In a world of automated intelligence, our goalposts for intelligence will shift. We'll raise our quality bar for what we expect from humans. When a machine can pump out a great literature review or summary of existing work, there's no value in a person doing it.

The  dark forest theory  of the web points to the increasingly life-like but life-less state of being online. Most open and publicly available spaces on the web are overrun with bots, advertisers, trolls, data scrapers, clickbait, keyword-stuffing “content creators,” and algorithmically manipulated junk.