- Platforms like Substack, which were acting as a welcome reprieve to the constant stream and noise of social media posts and AI slop, are introducing features that make the platforms behave more like social media. - Meanwhile, users are *treating* these platforms like social media, seeking the type of anonymity and creativity that they saw in earlier versions of the web. - [[a certain subset of millennial women think they miss tumblr]] - In the process, *especially* on Substack, we’re starting to try to monetize noise. - [[substack won't save us]] - [[{1.2a1a2a1} digital identity maintenance requires feeding the machine]] – we do not want to *duplicate* this experience in whatever we’re building now.