You need to appreciate just how new all this is. There is all this stuff that people can see suddenly. And there has never been so many eyeballs on this one domain before. If the insights are not compiled down into essays or documents like Brozer and Umbros… then we lose out on the next round of developments and refinements. The people collecting Superchats and publishing clones cannot assist in this effort. A failure to synthesize the gains of this summer will rob the future of not just a slightly better campaign but entire realms of possibility. “Well, surely someone must have gone further along on this during the golden age.” No. “Well, surely this is just a minor technique here that is unimportant in the grand scheme of things.” No again. “Well, at the end of the day, aren’t you just doing what the old rules say to do.” Actually, no.

I honestly don’t think that what we are looking at can be sold. And there is something about that that makes it that much more important that we communicate what we have observed and developed to whoever is going to move the ball down the field two to five years from now.