Pluralistic: Mark Zuckerberg announces mind-control ray (again) (07 May 2025)


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A portrait of a bearded, glaring Rasputin. His face has been replaced with Mark Zuckerberg's metaverse avatar; the pupils of the avatar's eyes have been replaced with the glaring red eye of HAL 9000 from Kubrick's '2001: A Space Odyssey.'

Mark Zuckerberg announces mind-control ray (again) (permalink)

Mark Zuckerberg has told investors how he plans to make back the tens of billions he's spending on AI: he's going to use it to make advertisements that can bypass our critical faculties and convince anyone to buy anything. In other words, Meta will make an AI mind-control ray and rent it out to grateful advertisers.

Here, Zuck is fulfilling the fundamental duty of every CEO of every high-growth tech company: explaining how his company will continue to grow. These growth stories are key, because growth stocks trade at a huge premium relative to the stocks of "mature" companies. Every dollar Meta brings in boosts their share price to a much greater degree than the dollars earned by companies with similar rates of profit, but slower rates of growth. This premium represents a bet by investors that Meta will continue to grow, which means that the instant Meta stops growing, the value of its shares will plummet, to reflect the fact that it is a "mature" company, not a "growth" company.

So Zuck needs to do everything he can to keep investors believing that Meta will continue to grow. After all, Zuck's key employees and top managers all take much (or even most!) of their compensation in Meta stock, which means that the instant the company stops growing, those workers' pay will plummet and they will seek employment elsewhere, depriving Meta of the workers it needs to successfully create or conquer a new market and once again become a growth stock.

This is why Zuck keeps telling stories. The most important story Zuck tells is about himself, the boy genius who converted a tool for nonconsensually rating the fuckability of Harvard undergrads into a social media monopoly with four billion users. Zuck's cult of personality isn't the product of mere narcissism – it's a tool for creating the material conditions for ongoing investor confidence:

https://www.businessinsider.com/mark-zuckerberg-shirt-latin-what-does-it-say-explained-words-2024-9

If Zuck is a boy genius, then Zuck's pronouncements take on the character of prophesy. When Zuck announced the "pivot to video," investors poured tens of billions into Facebook stock and into video-first online news production, despite the fact that Zuck was obviously lying:

https://slate.com/technology/2018/10/facebook-online-video-pivot-metrics-false.html

The "boy genius" story is an example of Silicon Valley's storied "reality distortion field," pioneered by Steve Jobs. Like Jobs, Zuck is a Texas marksman, who fires a shotgun into the side of a barn and then draws a target around the holes. Jobs is remembered for his successes, and forgiven his (many, many) flops, and so is Zuck. The fact that pivot to video was well understood to have been a catastrophic scam didn't stop people from believing Zuck when he announced "metaverse."

Zuck lost more than $70b on metaverse, but, being a boy genius Texas marksman, he is still able to inspire confidence from credulous investors. Zuck's AI initiatives generated huge interest in Meta's stock, with investors betting that Zuck would find ways to keep Meta's growth going, despite the fact that AI has the worst unit economics of any tech venture in living memory. AI is a business that gets more expensive as time goes on, and where the market's willingness to pay goes down over time. This makes the old dotcom economics of "losing money on every sale, but making it up in volume" look positively rosy:

https://www.wheresyoured.at/reality-check/

Now, Zuck has finally described how he's going to turn AI's terrible economics around: he's going to ask AI to design his advertisers' campaigns, and these will be so devastatingly effective that advertisers will pay a huge premium to advertise on Meta:

https://finance.yahoo.com/news/the-ai-revolution-is-an-advertising-revolution-morning-brief-100001467.html

This narrative is especially galling because it's literally the same story Zuck has been telling for decades: "Facebook has built a mind-control ray out of Big Data, and we can sell anything to anyone":

https://pluralistic.net/2021/09/30/dont-believe-the-criti-hype/#ordinary-mediocrities

This is a facially absurd proposition. After all, everyone who's ever claimed to have perfected mind-control – Rasputin, Mesmer, MK-ULTRA, neurolinguistic programming grifters and pathetic "pick up artists" – was a liar. Either they were lying to themselves, or to everyone else. Or both.

But many of tech's critics helped sell this narrative (and thus helped Meta sell ads). Many critics have fallen prey to the sin of "criti-hype," Lee Vinsel's term for critiquing the claims of your adversary without bothering to ask whether they are true:

https://pluralistic.net/2021/02/02/euthanize-rentiers/#dont-believe-the-hype

The project of convincing investors that tech's "dopamine hackers" had perfected mind-control with warmed over, non-replicable Skinnerian behavior-mod techniques and mass surveillance sold a hell of a lot of ads. After all, if there's one kind of person the advertising sector has always been able to sell to, it's advertising executives, who are the easiest of marks for a story about how easy it is to trick the public into buying whatever you're selling:

https://pluralistic.net/2020/10/05/florida-man/#wannamakers-ghost

Every ad-tech sales-bro who takes a meeting with an advertising executive finds himself pushing on an open door. Advertisers desperately wants to believe in mind-control rays. Think of the department store magnate John Wannamaker, who said, "half my advertising spending is wasted – I just don't know which half." Imagine: some advertising exec convinced John Wannamaker that he was only wasting half of his advertising spending!

I've long maintained that the threat from AI to workers isn't that AI can do your job – it's that an AI salesman can convince your boss to fire you and replace you with an AI that can't do your job:

https://pluralistic.net/2025/03/18/asbestos-in-the-walls/#government-by-spicy-autocomplete

The corollary here is that it doesn't matter if AI can design ads that work, not so long as an AI ad salesman can sell this proposition to an advertisers, and not so long as a tech CEO can sell it to investors.

AI keeps passing the worst kinds of Turing tests – for example, it's great at helping people who are prone to life-destroying hallucinations that they are talking to God:

https://www.rollingstone.com/culture/culture-features/ai-spiritual-delusions-destroying-human-relationships-1235330175/

Zuck kept up his growth story with this mind control narrative for more than a decade, got caught committing a string of spectacular frauds, and then lured investors back into his stock offerings by telling the same story. This isn't just an indictment of Zuck, it's a stinging rebuke to the whole idea that markets are a kind of infallible computer for assessing and operationalizing information. The market's "thought process" demonstrably lacks the object permanence that most babies acquire by the time they are a year old. You can tell when your child has acquired object permanence by the fact that they cease to enjoy "peek-a-boo" (object permanence means they understand where you have gone when your face is hidden).

In claiming that AI will give him an infinite growth mind-control ray, Mark Zuckerberg is challenging the market to a game of peek-a-boo – and he's winning.

(Image: Cryteria, CC BY 3.0, modified)

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Upcoming books (permalink)

  • Enshittification: Why Everything Suddenly Got Worse and What to Do About It, Farrar, Straus, Giroux, October 7 2025
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  • Unauthorized Bread: a middle-grades graphic novel adapted from my novella about refugees, toasters and DRM, FirstSecond, 2026

  • Enshittification, Why Everything Suddenly Got Worse and What to Do About It (the graphic novel), Firstsecond, 2026

  • The Memex Method, Farrar, Straus, Giroux, 2026


Colophon (permalink)

Today's top sources: Slashdot (https://slashdot.org/).

Currently writing:

  • Enshittification: a nonfiction book about platform decay for Farrar, Straus, Giroux. Status: second pass edit underway (readaloud)

  • A Little Brother short story about DIY insulin PLANNING

  • Picks and Shovels, a Martin Hench noir thriller about the heroic era of the PC. FORTHCOMING TOR BOOKS FEB 2025

Latest podcast: Nimby and the D-Hoppers CONCLUSION https://craphound.com/stories/2025/04/13/nimby-and-the-d-hoppers-conclusion/

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