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Corey's avatar

I have three sort of paradoxical reactions to this:

1. Provenance is an inimitable form of status that is as intrinsic to human culture as scarcity.

High-dollar trades like antiques, art, diamonds, and collecting all rely on the story of where things came from, where they have been. Two reasons: first, the story of their human or historical context is compelling to us. Second, we often rely upon this provenance (and verification thereof) as an assurance of quality or value. Sometimes these beliefs are well-founded. 50s factory goods are fantastically made; remakes of the AK-47 often cut corners on Kalashnikov's manufacturing method. Other times, exclusivity alone is a signal of status. This is why there was a market for the I Am Rich app, and why luxury brands artificially limit the number of each season's "it" handbag styles. This is wasteful but effective marketing. You would think this makes me pro-handmade etc.

2. I believe creativity can manufacture the utility of provenance in an equal or better way.

There's no reason a company can't make high-quality furniture that satisfies an antique taste and commands an antique price. However, the company must give their product a mythology to compete. Good advertisers do this every day, and I believe it is a practice with nearly limitless possibilities. Warby Parker, for instance, has channeled the breezy, freewheeling, academic vibes of bygone Stand By Me-era classrooms, beat poets like Kerouac. Their glasses are signifiers that have no tangible connection to their referents beyond inspiration. This can massively enhance a good, even turning weaknesses (like the dryness of an Astronaut Ice Cream Sandwich) into enjoyable qualities.

Personalization and uniquing, in particular, can go a long way. Recently, many "fantasy" shoes (that is fake replicas of styles that never existed) have motivated sales equal or higher to real limited edition Nikes. This is predatory to the Nike brand of course. However, benevolent confabulation, cryptohistory, and counterfeiting have an advantage over real memory.

3. I believe machines will be terrible at faking provenance for a long time.

Because the value of provenance and product mythology is subjective, it is difficult for a machine to do it well without tons of human input. Humans like stories told by humans AND stories about humans. The Zune had a story just like the iPod did, but the iPod's success relied on the mythology of Steve Jobs (among many other things). The story of provenance is shorthand for a human story. That is why I think it will be one of the last bastions of valued human creativity.

And we love provenance. We can't do away with provenance without replacing it with something equally meaningful.

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Philip Goetz's avatar

I worked for many years on automating other people's jobs, including air traffic controllers, computer network security specialists, inspection mechanics, abstract summarizers, and genome analysts. Every project I completed, every advance that I made, and every program I wrote, which might automate any part of anyone's job, was killed by people who felt threatened by it.

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