If only it were that easy.

Trust has been a casualty in the war for attention. When time-on-platform is a key performance metric, the algorithm rewards underhanded tactics to keep people glued in.

Sensational titles, clickbait thumbnails, confident statements we are 99% sure are false (but the desire for 100% certainty is unreasonably strong): these manipulations were once noteworthy exceptions. Now we are more surprised by their absence.

In the age of cookies, trustworthiness has become rare and remarkable. Worn down by constant encroachment, we feel apathetic and misbegotten. Our first engagement with each new website is a negotiation of their cookie policy – before we even get a look in.

What would the alternative look like?

• Platforms that deliver most of their impact in just a few minutes.
• Seeking the bare minimum data needed to deliver a service and purging that data upon delivery.
• Replacing manipulations with a sincere offer of enrolment and connection.

This website does not use cookies. We proudly collect no data about you at all, and I prefer it that way.

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