"Complexity, as it turns out, is not particularly viral."

http://thebaffler.com/past/the_meme_hustler

The Meme Hustler

Tim O’Reilly’s crazy talk

EVGENY MOROZOV

While the brightest minds of Silicon Valley are “disrupting” whatever industry is too crippled to fend off their advances, something odd is happening to our language. Old, trusted words no longer mean what they used to mean; often, they don’t mean anything at all. Our language, much like everything these days, has been hacked. Fuzzy, contentious, and complex ideas have been stripped of their subversive connotations and replaced by cleaner, shinier, and emptier alternatives; long-running debates about politics, rights, and freedoms have been recast in the seemingly natural language of economics, innovation, and efficiency. Complexity, as it turns out, is not particularly viral.

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Fortunately, Silicon Valley, that never-drying well of shoddy concepts and dubious paradigms—from wiki-everything to i-something, from e-nothing to open-anything—is ready to help. Like a good priest, it’s always there to console us with the promise of a better future, a glitzier roadmap, a sleeker vocabulary.