Oct 15, 2017

On Quality - the Zen of Internet Maintenance

robert_pirsig_zen_of_motocycle_maintenance When I talk to friends (of my father) who have read Robert Pirsig’s Zen of Motorcycle maintenance, they all say it had a profound effect on them back in the 70s. Looking around, sometimes it seems the early tech of the 20th century was built primarily by people who Robert Pirsig influenced with his writing. But it has been 40 years since the book was published - where are we now?

Today

Our culture seems to be so obsessed with broadening access and driving engagement, that we seem to overlook the fact that much of “quality” in our lives arises from a tiny minority deciding for the rest of us.

When these elites and technocrats  focus on quality, as a society, we seem to do good. U.S. Constitution comes to mind here. It was an amazing result of a few individuals getting together to decide with little or no feedback what the rest of us need.

However, with technology, time and again, we seem to disregard quality in favor of engagement. It seems it is just a more intuitive concept for the average excel analyst. I mean, how do you report on quality?

And so, the philosophy of “today’s technologists” is such that had the U.S. Constitution undergone redrafting today, there would probably be some companies advocating the decision to ask for everyone’s feedback (movie The Circle comes to mind here). I personally would hate to see the outcome of such Constitution.

netflix_rating credits: https://techcrunch.com/2017/04/05/netflixs-new-thumbs-rating-system-goes-live/

Netflix Rating System

Here in Seattle, Netflix is a big deal for much of the winter season. With the winter approaching, I find myself more and more concerned about the decision of Netflix to replace its 5-star system with a thumbs up  (or down ) system.

Engagement, they say, “will increase the amount of data” and lead to better predictions. The message is appealing and probably strikes a chord with many Americans. After all, we are quite used to the idea in many shapes and forms: * Increased voting participation leads to better outcomes * More bloggers leads to better news coverage * More friend updates on Social Media leads to better relationships

But does anyone really know this for a fact? I mean, look at the U.S. today — where is the evidence?

Like many of you, I have been a subscriber to Netflix and plan to be for now despite the news. But I am worried. You see, the 5-star system to me signaled a desire to understand my preferences. When I felt emotionally divided on certain films, I would avoid ranking altogether. Intelligent yet disturbing films strike that edge case for me. The typical thought there is: “I don’t appreciate this artist’s choice of graphics in this particular film, but I still want to be exposed to the richness of ideas from this and other similar artists”.

This is now no more. I have no doubt Netflix Data Scientists did their job well and verified that Thumbs Up/Down is going to increase engagement. I believe they might have even confirmed that more of such simplified engagement leads to a better prediction of films that I will ultimately rank Thumbs Up. They might even have gone above and beyond to introduce some mechanism of random insertions: introducing me to a random selection of films. And yet, somehow I am not warming up to the idea.

If the 5-star system lacked engagement, then it likely kept a lot of non-quality viewers out of the system. Ratings came from true quality viewership — people who could compare and maybe even withhold their voice. Steve Jobs once said that consumers often don’t know what they want themselves. Tech companies are quick to recognize this fact when building their products, but slow when it concerns the facets of content and data that consumers create. A hypocrisy, no?

Never-ending cycle

Unfortunately time and again I have seen technologies that I trusted deteriorate. They deteriorate only to be quickly replaced by another brand. The story goes something like this:

  • The latest and newest email client is introduced — people love it (lets call it “hot mail”)
  • Hot mail is scaled
  • People abandon the hot mail service in droves for new alternatives

And so we jump from one brand to another; from Altavista to Yahoo; from Yahoo to Google; All, because, time and time again, tech companies compromise quality for scale. For that reason, it is my hope that important questions are actually asked before companies such as Netflix decide to yet again overhaul our culture.

What I personally like to see is complexity of choices and their richness. For me the “complexity” of Netflix’s 6 choices (a no-star, is a choice too), provided plurality of responses.

Perhaps we need more people like David Hansson from Basecamp or Craig Newmark from Craig’s List–to basically know when to stop. To appreciate the moment when it is O.K. to say “no” to more funding or subscribers. Perhaps we just need more people to recognize quality when they have found it. And more importantly, to recognize when to STOP.

The Internet is one “thing” we as a society won’t be able to buy back.