If you’re a reader of the usual sites with links that nerds like, you’ve probably seen the video or read the writeup of Clay Shirky’s presentation at Web 2.0 on “Gin, Television, and Social Surplus”.

In his presentation, he describes a conversation with a TV producer, in which he talked about the effort that people put into the “Pluto” entry in Wikipedia. The producer, hearing this story, rolled her eyes and asked “Where do they find the time?”

Clay suggests that the producer believed that “free time”, which he refers to as “cognitive surplus” or “social surplus”, was TV’s by divine right. He posits that the mental energy once devoted to television watching and other equally passive ways of filling one’s spare time is being better spent — on the internet.

(I’ve always found that saying someone has “too much time on their hands” is an intellectually dishonest way of dismissing someone: see my entry Too Much Spare Time? and Cory Doctorow’s essay, Too Much Time on His Hands.)

If you haven’t seen the video of Clay’s presentation, here it is — it’s 16 minutes of your free time well spent:

The TV producer reminded me of a record executive whom I encountered at my first job out of school. It’s an interesting story about programming work and technology in the mid-90’s, the music industry and how predictions about technology can be way, way off.

My First Job Out of School

A screenshot from the 1991 version of the Mackerel Stack, a HyperCard stack the promoted Mackerel’s design work.

My first job fresh from getting my computer science degree at Crazy Go Nuts University was developing multimedia applications in Director at a little company called Mackerel Interactive Multimedia.

The year was 1995, when Myst still defined the cutting edge of multimedia, CD-ROMs and sound cards were still fairly novel peripherals and the only other opportunities for a wet-behind-the ears developer seemed to be at a bank or insurance company, neither of which seemed to be appealing. While the pay wasn’t great — I used to call us the “hos of technology” and did a Full Metal Jacket-esque routine that ended with me shouting “Me so geeky! Clicky-clicky! Me hack for long time!” — the place wasn’t soul-killing like a bank or insurance company might have been. I could wear whatever I wanted, I could dress up my office space however I pleased, the hours were flexible and the co-workers were great: a hip and cool set of young people, with a near 50:50 gender balance. It seemed like Douglas Coupland’s Microserfs, which had just been published at that time, right down to the ill-advised office romances (one of which was mine).

While the dream at the company was to write the next Myst, we paid the bills by writing multimedia apps for clients — typically interactive advertising or educational pieces that would eventually be distributed on CDs or even multiple floppies.

The company went under after a disastrous merger in 1997. Its story was covered by Cory Doctorow wrote an article for Wired about the Mackerel’s demise; unfortunately, it never got published in the magazine. The Mackerel story is told from a different angle by co-founders Dave Groff and Kevin Steele at the Smackerel site, which is subtitled A Biased History of Interactive Media.

Enter the Record Exec

One of the bands represented by the record exec’s company. You can try to guess who they are, and you should be able to figure out the record company as well.

One day during the summer of 1996, one of the founders came into the area where the developers hung out and told us that we’d landed a contract with an independent record label belonging to a major record company.

“Isn’t that a contradiction in terms?” I asked.

Apparently it wasn’t. The indy label turned out to be merely a new branch of the major record company. It would sign up-and-coming underground and alternative acts and use the major label for distribution. If the major label was pin-striped and buttoned-down, the indy label was its edgier nephew, clad in faux Hot Topic-esque cred. In spite of their trying-too-hard-to-be-cool aspects, we thought they’d make an interesting client.

The record company exec was a woman who was about five years past their twenty-something demographic. She gave off more of a business school vibe than a rock vibe. She peppered her speech with business-school-isms like “target audience” and “units sold”. She used the word “product” several times and didn’t use the word “music” or even “album” once. Everything she knew about music didn’t come from being a fan; it came from what she’d read in her market research reports.

“That’s why they don’t call it show art,” one of us quipped.

The Brainstorming Session

The CD player application from System 7, the version of Mac OS from 1996.

One of the goals of this initial meeting was to brainstorm some ideas for interactive apps that we could build for them. I had been working on an idea that I was rather proud of: CD player apps customized for specific albums. For any CD other than the one for which it was customized, it would show a mostly plain interface, plus some promos for the album. However, if you used the player to play the album for which it was customized, it would “come alive” with lyrics, liner notes, album art and so on. It was an attempt to bring back what was lost in the move from LPs to CDs.

“Nice try, kid,” said the exec with great disdain. “We did some market research and we’ve determined that no one will ever listen to music on their computer. People see them as machines for getting work done. We’re aiming for the rec room, the den, the living room and the bedroom, not the home office. You computer guys are aiming for home office.”

“You sure about that?” our production manager asked. “We all use the CD players on our machines. For some of us, our computers are in our bedrooms and living rooms, and they’re also our primary stereos now.”

“That may be true for you,” she replied, “but you guys are the exception. Computers are great, but they’re office equipment. You don’t keep a typewriter or photocopier in your living room, so why would you have a computer there? And that’s where people listen to their music. Office equipment and entertainment: apples and oranges. Trust me - I’ve been in the music industry for a while - no one’s going to listen to music on their computer.”

I listened as a few other people had their ideas shot down in similar fashion. It was a matter of her knowing the music industry better than we did.

The Hail Mary MP3 Play

At some point during the increasingly futile brainstorming session, I remembered something that I’d brought back from the Macromedia User Conference. I reached into my laptop bag and fished out a floppy disc.

“Here, check this out,” I said, slotting the diskette into my laptop. “It’s something called Shockwave, which lets you embed multimedia applications inside web pages.”

“We don’t think there will be much interest in the world wide web outside of technical people. The pictures are tiny, you’re stuck with default fonts, and your customers have to go buy a modem. Too much tech hassle, too little payoff.”

“You should give this a look,” I insisted. “The company that makes the tool we use to write multimedia software is using MPEG layer 3 [the term “MP3″ hadn’t made common parlance yet] compression to squeeze music files into less space. There’s a small multimedia program on this floppy, and a whole three-minute song. It would normally take about 8 floppies to hold this song.”

I put the disk in my laptop and launched the Shockwave application, which started a tune playing.

“Sounds like crap,” she said. “And who’s the band? The Spin Doctors? They’re so over.”

“Ignore the band,” I said, trying to remain patient. “Just think of the possibilities. This three-minute single is only a megabyte in size. It fits on a floppy, which you can hand out, or you’d be able to download it in a reasonable amount of time. The download will be even faster on the new 56K modems.”

“Blah, blah, blah,” she said, making that opening-and-closing hand gesture signifying pointless chatter. “It only means something to you because you’re a techie. I’ve seen the market research, and I will tell you now: people are not going to be getting their entertainment from computers or the internet. It’s going to come from set-top boxes and MiniDisc recharging stations at their record stores.”

At this point, I decided that discretion was the better part of valour. “Well, you seem to have all the market research, so maybe the best thing would be for you to come up with ideas for an interactive application, and then we can hammer out the details with you in a later meeting.”

“I think that would be a good idea,” she said. She rose from her seat to leave the room, shaking her head.

“I don’t know about you,” I said to the others after confirming that she was out of earshot, “but I think the music industry needs to be destroyed.”

Surprisingly, it’s not the most painful Windows-related musical number in a Microsoft promo video. That honour belongs to “I’m using W-w-windows W-w-windows three-eighty-six” rap in this video (the musical number starts at around 2:19):

While this video wasn’t made by Microsoft and doesn’t have any music, it does feature Windows, cheese and Matthew Perry and Jennifer Aniston. It’s a Windows 95 Guide and it’s groan-a-riffic (sample dialogue: one of Aniston’s line is “Taskbar? Is that anything like a Snickers bar?”).

Here’s part one:

and here’s part two:

Pema Hegan of GigPark sent me a scan from today’s National Post, which appears below:

I transcribed the article about DemoCamp:

DemoCamp Warms Up to Toronto Tech Crowd

More than 400 people packed the Toronto Board of Trade conference hall on Monday night for DemoCamp, a loosely organized gathering of Web entrepreneurs, venture capitalists and technology enthusiasts.

Startup companies that made an impression on attendees included Kaitlyn McLachlan’s AskItOnline online survey Web site and Alain Chesnais’s SceneCaster 3-D embedded imaging application.

But the real crowd-pleaser of the night had to be WirelessNorth webmaster Tom Purves’ fast-paced Ignite presentation on why the Canadian wireless industry “sucks.”

Although he was preaching to the converted, Mr. Purves spent just over five minutes pointing out the high price of Canadian cellphone service and compared different price plans from around the world. For example, did you know that Rwanda has better cellphone plans than Canada? Or my favourite stat of the night: According to Mr. Purves, one megabyte of wireless data transfer on Rogers’ network costs $50, a measurement not seen since the early 1990s, when relatively minuscule hard drives cost upward of $1000.

For his efforts, Mr. Purves was rewarded with a standing ovation.

Needless to say, Monday’s DemoCamp was the largest turnout in 17 different meetings. With the Toronto Board of Trade firmly on board (no pun intended) with DemoCamp’s main intention — to foster and develop new Canadian tech talent to the global market — there’s a good chance we may see a local success story sooner than later.

Or maybe cheaper cellphone plans. The jury’s still out on which will happen first.

David George-Cosh

Here’s the relevant excerpt from Todd Bishop’s Microsoft Blog:

Shop manager Aaron Kaplan said they were prompted to put it up because so many people were having problems with Windows Vista, including compatibility issues with older software and trouble adjusting to the interface.

“A lot of people didn’t like using Vista, and a lot of the manufacturers forced people to go up to Vista,” he said.

What was the demand for the service? “We had a lot of people coming in and asking about it,” Kaplan said. “Of all the signs we put up there the last two years, at least, we probably got the most response out of that one. A lot of people coming in.”

Kaplan said they’ve since replaced it with a different message, but they’re thinking about putting the Vista removal message back up.

He also writes about other things he learned in the process. I’m reminded of what Jeff “Coding Horror” Atwood wrote in a Twitter message — that for all but the hottest of tech topics (in which you are an undisputed master), rather than write a programming book, your money-out-to-work-in ratio might be better if you write about your topic in an ad-supported blog.

The toy companies Hasbro (who own the rights to Scrabble in the U.S. and Canada) and Mattel (who own the rights to Scrabble for everywhere else in the world) have asked Facebook to remove the “Scrabulous” application as it infringes on their copyright for the game.

Mathew Ingram has already said this but I’ll say it again: Mattel and Hasbro are making a mistake by giving in to the knee-jerk impulse to think “infringement!” and calling in the legal team. All that will do is generate ill will towards them. A far more profitable approach would be for them to simply buy the application from its creators — which they could easily do for a few hundred thousand dollars, mere pin money to them — and use it as a marketing tool for Scrabble as well as other games in their stable.

As the blog Photo Business News & Forum puts it, it’s “further evidence of the negotiation axiom “whoever speaks first loses” after price is discussed.

In response to an article from last year titled Extended Warranties are for Suckers, a reader going by the name “any non moose” pointed out in the comments that:

Corporates often prefer to warranty their purchases, since having a fleet of consistent items is much cheaper than having a hodge-podge of all different ones. Being able to swap one item for an identical one within your own organisation without having to retrain the user(s) is very very useful.

But I agree that for a SOHO or hobbyist, warranties are as you say, for suckers.

Yes, moose, when I was writing about extended warranties, I was referring to purchases made for home, hobby or SOHO purposes.

Since we’re in the final week of shopping before the holiday that’s increasingly referred to as “Holiday”, here are some links for those of you who are purchasing electronics as gifts and wondering if the warrantly plan is worth it (generally not):

• New York Times: The Word on Warranties: Don’t Bother
• CBC News: Extended Warranties: A Deal or Dud?
• Canadian Consumer Information Gateway: Extended Warranties
• Alexandra Samuel’s blog, Otherwise Engaged: The Dirty Truth About Extended Warranties
• Michel Fortin Here: Extended Warranties are a Funny Thing
• Canadian Capitalist: Extended Warranties are a Sucker’s Bet
• ComputerWorld: How I Got Suckered into an Extended Warranty