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Fuck brand builders, or, how I learned to start giving a shit and love devrant.

Brand builders are people who generally have very little experience and are attempting to obfuscate their dearth of ability behind a wall of non-academic content generation. Subscribe, like, build a following and everyone will happily overlook the fact that your primary contribution to society is spreading facile content that further obfuscates the need for fundamentals. Their carefully crafted presence is designed promote themselves and their success while chipping away at the apparent value of professional ability. At one point, I thought medium would be the bottom of the barrel; a glorified blog that provides people with scant knowledge, little experience and routinely low integrity a platform to build an echo chamber of replayed or copied content, techno-mysticism and best-practice-superstition they mistake for a brand in an environment where there's little chance of peer review. I thought it couldn't get any worse.

Then I found dev.to

Dev.to is what happens when all the absence of ability and skills insecurity on the internet gets together to form a censorship mob to ensure that no criticism, reality or peer review will ever filter into the ramblings of people intent on forever remaining at the peak of the dunning-kreuger curve. It's the long tail of YMCA trophy culture.

Take for example this article:

https://dev.to/davidepacilio/...

It's a shit post listicle by someone claiming to be "senior," who confidently states that "you are only as good as the tools you use." Meanwhile all the great minds of history are giving him the side-eye because they understand tools are just a magnifier of ability. If you're an amazing carpenter, power tools will help you produce at an exponential rate. If you're a shitty carpenter, your work will still be shit, there will just be more of it. The actual phrase that's being butchered here is "you're only as good as the tools you create." There's no moral superiority to be had in being dependent on a tool, that's just a crutch. A true expert or professional is someone who can create tools to aid in their craft. Being a professional is having a thorough enough understanding of the thing you are doing so as to be able to craft force multipliers that make your work easier, not just someone who uses them.

Ok, so what?

I'm sure he's a plenty fine human to grab drinks with, no ill will to him as a human. That said, were you to comment something to that effect on dev.to, you'd be reported by all the hangers-on pretty much immediately, regardless of how much complimentary padding and passive, welcoming language you wrap your message in. The problem with a bunch of weak people ganging up on the voice of reason and deciding they don't want things like constructive criticism, peer review, academic process or the scientific method is, after you remove all of that, you're just left with a formless sea of ideas and thoughts with no categorization, no order. You find a lot of opinions and nothing to challenge them and thereby are left with no mechanism for strong ideas to rise to the top. In that system, the "correct" ideas are by default those posited by the strongest personality.

We all need some degree of positive reinforcement. We also need to be smacked upside the head when we're totally off in the weeds. It's all about balance. The forums of ancient Greece weren't filled with people fervently agreeing with one another and shouting down new ideas en masse. We need discourse, not demagoguery.

Dev.to, medium, etc are all the fast fashion of the tech industry. Personally, I'd prefer something designed to last a little longer.

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