My favorite Einstein quote is the one that says, it is the theory that determines the data.  ;-)

So writes someone to a mailing list I’m on. I couldn’t find a source for that, but it might derive from this Einstein quotation:

Whether you can observe a thing or not depends on the theory which you use. It is the theory which decides what can be observed.

 Unification of Fundamental Forces (1990) by Abdus Salam ISBN 0521371406, page 99, related by Heisenberg.

(By the way, my quick Internet “research” turned up no reliable sources for a related quotation often attributed to Marshall McLuhan: “I wouldn’t have seen it if I hadn’t believed it.” It sounds like him, though.)

But no matter. What I really want to talk about is how the Einstein quotation applies to marketing:

Messages create markets.

This is I think quite literally the case in the pre-personalization view of markets as corresponding to demographic slices. The particular demographics that are assumed to constitute a market are the ones that are believed to be susceptible to the same broadcast message. If white adolescents are thought to respond to “Be a Pepper”, then they are a market. If suburban dads are susceptible to “Come alive with Subaru!”, then they are a market. If short baseball fans are not susceptible to the same message, they are not a market.

Such markets have no reality other than their susceptibility to a message. If and when (= now) messages can be delivered to, and even designed for, based on particular traits, preferences, and behaviors of individuals,  “markets” ?cease to exist. Since personalization can more effectively play on human susceptibility to non-rational appeals, many of us, including me, are of course disturbed about this development. 

But there is another side of this as well.  As Doc Searls once said, markets are conversations. If customers and users now talk with one another about the things they want to buy and have bought, then markets once again have some actual reality. The fact that these conversations occur in and on networks makes these markets fluid but does not make them less real.

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Dear David,

On behalf of everyone at easyJet, I hope you and your loved ones are healthy and safe at this time.

I wanted to write to you to let you know what’s been happening at easyJet.

Dearest Johan,

I cannot express the relief that swept over me when I saw your message in my inbox. And how like you to worry about me and my family above all else. My dear, dear Johan.

It instantly reminded me of the time four years ago when I took my only trip on easyJet and the very kind flight attendant stood up in front of all the passengers and assured us in the very sweetest of words that everyone at easyJet cares most about our safety… and then proved it by showing us how to operate the safety belts provided to each and every one of us, for free.

I knew then that EZJet, under your stewardship, was a member of our family.

And our family is doing well, given the circumstances.

As luck would have it, the call for self-isolation came when we were visiting Jack and Lucy and their five little ones in Worchester. (Mindy, bless her heart, insists on calling it Wor-chest-er because, as she says — maybe once too often, to tell the truth — would you call someone named Chester “Er”?)

It’s great to get to spend so much time with the grandkids 24/7 and weekends don’t exist anymore. We feel like we’ve really gotten to know them, especially Lilly, the middle child. Seven can be a tough age when you’re an energetic little tyke with no real interests other than dominance, locked in a house with a mother whose patience wore thin about six hours into the whole ordeal. Not that Lucy is a bad mother. She’s wonderful a good amount of the time and Jack still seems to love her.

For the past five weeks Mindy and I have only gone out three times to bring in some items that Jack and Lucy have forgotten to pick up for us on their grocery runs. You would have laughed to see the look on the face of the clerk at the liquor store when Mindy walked in dressed for a blizzard, with a full roll of toilet paper wrapped around her face. By the time she got home with her haul — Jack won’t let us use their car because of an article he read on the Internet — she had soaked through most of the TP and it took forever to comb it out of her hair. At least she combed her hair — it took three of us — for the first time in three weeks. When one door closes, a window opens, as they say. Everything has its positive side.

Although we’re struggling to find one in the passing of Mindy’s beloved Uncle Luke from the virus. Did you know that he landed at Normandy when he was just 17? Sorry to spring this on you, but I knew you’d want to know.

We have comforted ourselves by recalling that easyJet flight. We remember the conversations we had about whether the low cost of the flight was worth the trip to an airport an hour and a half away, which meant getting up at 2AM for a 5:30AM flight. And then Mindy and I laugh remembering learning all the things the ticket price didn’t cover. Not even a choice of seats! It was a wondrous journey of discovery for which we will always be grateful, dearest Johan.

The flight itself was a once-in-al-lifetime adventure. You took us literally miles above our beautiful blue pearl, as someone on TV once said. (I think it was Kermit the Frog but Mindy says it was a human impersonating him.) Anyway, you gave us the gift of flight, Johan, and we shall treasure it forever. Compared to that, Mindy’s lost suitcase is just earth-bound baggage. Literally, actually.

But enough about us, Johan. We appreciate all of the travails you yourself are suffering and tell us about in such a strong, calm voice: the long hold times that must frustrate your phone support people terribly, the suspension of flights that keep you from soaring like the eagle that is you spirit animal. Eagles don’t give us free snacks or carry our baggage without ever dropping a piece or two!

Please give our love and best wishes to every member of the easyJet family. We don’t know how you fit them all into your flat — that’s English for “apartment” — but we are sure that spirits are high, and we hope that you managed to grab enough snacks and those little bottles of liquor to keep everyone going as long as their credit cards keep working.

God bless you, sweet Johan. We miss you!

Your passengers forever,

Hal and Mindy

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Circulating on the Internemets is some timely Passover pandemic humor. It will just be mysterious unless you’re familiar with the part of the Haggadah (the book read during the seder) that talks about the four children. (Hat tip to my sister-in-law, Maria Benet for passing it along.)

The Torah Speaks of Four Kinds of People Who Use Zoom:

• The Wise
• The Wicked
• The Simple
• The One Who Does Not Know How to “Mute”

The Wise Person says: “I’ll handle the Admin Feature Controls and Chat Rooms, and forward the Cloud Recording Transcript after the call.”

The Wicked Person says: “Since I have unlimited duration, I scheduled the meeting for six hours—as it says in the Haggadah, whoever prolongs the telling of the story, harei zeh ‘shubach, is praiseworthy.”

The Simple Person says: “Hello? Am I on? I can hear you but I can’t see you.”or: “I can see you, but I can’t hear you.”

The One Who Does Not Know How to Mute says: “How should I know where you put the keys? I’m stuck on this stupid Zoom call with these idiots.”

* * * * *

To the Wise Person you should offer all of the Zoom Pro Optional Add-On Plans.

To the Wicked Person you should say: “Had you been in charge, we would still be in Egypt.”

To the Simple Person you should say: “Try the call-in number instead.”

To the One Who Does Not Know How to Mute you should say: “Why should this night be different from all other nights?”

                                                — Rabbi Richard Hirsch, Pesach 2020

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I spend a lot of time listening to podcasts – maybe a little less than back in Normal Times when I was commuting 1.5-2.0 hours a day, but if I’m putterin’, I’m pod-listenin’.

I find it wearying to envelope myself in coronavirus or political podcasts these days. I’m not sure why. Maybe you have some ideas. In any case, I’ve been turning to comedy more and more.

Here’s a list, in alphabetical order. I am not necessarily proud of any of these.

• Alchemy This. Kevin Pollack – yes, that Kevin Pollack – has assembled a troupe of improvisers who do three scenes in each hour. At their best, they find an absurd narrative coherence that is mindblowing and reminiscent of Firesign Theatre’s scripted pieces. At their worst, I can’t make sense of the flow of the scene – too many of their voices sound the same to me – but still find the moments of it funny.
• Behind the Bastards. Each episode tells the story of some despicable person, often someone I have never heard of. It’s not flatout comedy, but the tone is comedic. Often excellent.
• The Dollop. Much like Behind the Bastards, but not focused purely on bastards. One of the two comedians who put it together reads an essay about some odd incident in history while the other reacts while hearing it for the first time. Ranges from hilarious to never quite getting up to comedic speed. And it’s entirely possible that the comic style is not exactly to your taste. It’s not exactly to mine.
• Good One. This is one of my favorites. Each episode interviews a comedian for an hour about one single joke of theirs. The interviewer is a total comedy nerd, and the interviews can be very revealing about the comic process.
• How did this get made? Usually recorded live at a theatre, three funny people riff about some terrible movie. Funny bad taste all around.
• Improv4Humans. Matt Besser’s improv troupe improvs scenes, much like Alchemy This. I personally find it less consistent, but it came be very good. For example, the archival show with Zach Woods, recently re-released, has some very funny stuff on it.
• Mike and Tom Eat Snacks. This ended a couple of years ago, but its hundred episodes of Michael Ian Black and Tom Cavanagh are still available. The two of them, unscripted, review snack foods, a timeless topic. (Spoiler: The snack reviews are just a pretense.)
• Wait Wait Don’t Tell Me. As a tote-bag carrying NPR supporter (and once time serial All Things Considered commentator), this one is obvious. It’s also consistently funny.
• WTF. Marc Maron’s podcast used to focus on comedians but has expanded wildly. Which is good, because he is an excellent interviewer. The recent interview with Dan Ackroyd, for example, is great. It turns out that the real Dan Ackroyd is like a Dan Ackroyd character.

I also listen to many other podcasts that don’t talk about current events but are not comedic. Some are fantastic. But it’s comedy tonight!

What would you add to this list?

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Meredith Sue Willis, the noted novelist and my sister-in-law, has made six of her novels available for free, as e-books, until April 20th.

Sue, as her family members call her, brings characters to life in just a few words. Her novels tend to be centered on places that she brings to life as well – small-town West Virginia, rural Massachusetts, even a cruise ship before that phrase conjured a plague ward.

Give ’em a try. And you well might like her free literary newsletter as well.

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