Wednesday, May 12th, 2021
Saturday, April 24th, 2021
Adversarial chatbots engaged in an endless back-and-forth:
This piece simulates scheduling hell by generating infinite & unique combinations of meeting conflicts between two friends.
Wednesday, April 21st, 2021
An experimental image font made using the University of Plymouth’s unique letterpress workshop.
The font is intended for display purposes only, and not is suitable for body text.
Thursday, March 11th, 2021
A wonderful look at the kind of links we didn’t get on the World Wide Web.
From the memex and Xanadu right up to web mentions, this ticks all my boxes!
Friday, February 19th, 2021
Thirty years later, it is easy to overlook the web’s origins as a tool for sharing knowledge. Key to Tim Berners-Lee’s vision were open standards that reflected his belief in the Rule of Least Power, a principle that choosing the simplest and least powerful language for a given purpose allows you to do more with the data stored in that language (thus, HTML is easier for humans or machines to interpret and analyze than PostScript). Along with open standards and the Rule of Least Power, Tim Berners-Lee wanted to make it easy for anyone to publish information in the form of web pages. His first web browser, named Nexus, was both a browser and editor.
Thursday, February 18th, 2021
I’m excited by this documentary project from John! The first video installment features three historic “pages”:
- As We May Think,
- Information Management: A Proposal, and
- the first web page.
Friday, February 12th, 2021
Trying to predict the future is a discouraging and hazardous occupation becaue the profit invariably falls into two stools. If his predictions sounded at all reasonable, you can be quite sure that in 20 or most 50 years, the progress of science and technology has made him seem ridiculously conservative. On the other hand, if by some miracle a prophet could describe the future exactly as it was going to take place, his predictions would sound so absurd, so far-fetched, that everybody would laugh him to scorn.
But I couldn’t resist responding to a recent request for augery. Eric asked An Event Apart speakers for their predictions for the coming year. The responses have been gathered together and published, although it’s in the form of a PDF for some reason.
Here’s what I wrote:
This is probably more of a hope than a prediction, but 2021 could be the year that the ponzi scheme of online tracking and surveillance begins to crumble. People are beginning to realize that it’s far too intrusive, that it just doesn’t work most of the time, and that good ol’-fashioned contextual advertising would be better. Right now, it feels similar to the moment before the sub-prime mortgage bubble collapsed (a comparison made in Tim Hwang’s recent book, Subprime Attention Crisis). Back then people thought “Well, these big banks must know what they’re doing,” just as people have thought, “Well, Facebook and Google must know what they’re doing”…but that confidence is crumbling, exposing the shaky stack of cards that props up behavioral advertising. This doesn’t mean that online advertising is coming to an end—far from it. I think we might see a golden age of relevant, content-driven advertising. Laws like Europe’s GDPR will play a part. Apple’s recent changes to highlight privacy-violating apps will play a part. Most of all, I think that people will play a part. They will be increasingly aware that there’s nothing inevitable about tracking and surveillance and that the web works better when it respects people’s right to privacy. The sea change might not happen in 2021 but it feels like the water is beginning to swell.
Still, predicting the future is a mug’s game with as much scientific rigour as astrology, reading tea leaves, or haruspicy.
Thursday, February 11th, 2021
A browser extension for bookmarking and annotation.
I like the name.
Wednesday, February 3rd, 2021
Two-factor authentication is generally considered A Good Thing™️ when you’re logging in to some online service.
The word “factor” here basically means “kind” so you’re doing two kinds of authentication. Typical factors are:
- Something you know (like a password),
- Something you have (like a phone or a USB key),
- Something you are (biometric Black Mirror shit).
Asking for a password and an email address isn’t two-factor authentication. They’re two pieces of identification, but they’re the same kind (something you know). Same goes for supplying your fingerprint and your face: two pieces of information, but of the same kind (something you are).
None of these kinds of authentication are foolproof. All of them can change. All of them can be spoofed. But when you combine factors, it gets a lot harder for an attacker to breach both kinds of authentication.
The most common kind of authentication on the web is password-based (something you know). When a second factor is added, it’s often connected to your phone (something you have).
Every security bod I’ve talked to recommends using an authenticator app for this if that option is available. Otherwise there’s SMS—short message service, or text message to most folks—but SMS has a weakness. Because it’s tied to a phone number, technically you’re only proving that you have access to a SIM (subscriber identity module), not a specific phone. In the US in particular, it’s all too easy for an attacker to use social engineering to get a number transferred to a different SIM card.
Still, authenticating with SMS is an option as a second factor of authentication. When you first sign up to a service, as well as providing the first-factor details (a password and a username or email address), you also verify your phone number. Then when you subsequently attempt to log in, you input your password and on the next screen you’re told to input a string that’s been sent by text message to your phone number (I say “string” but it’s usually a string of numbers).
There’s an inevitable friction for the user here. But then, there’s a fundamental tension between security and user experience.
In the world of security, vigilance is the watchword. Users need to be aware of their surroundings. Is this web page being served from the right domain? Is this email coming from the right address? Friction is an ally.
But in the world of user experience, the opposite is true. “Don’t make me think” is the rallying cry. Friction is an enemy.
With SMS authentication, the user has to manually copy the numbers from the text message (received in a messaging app) into a form on a website (in a different app—a web browser). But if the messaging app and the browser are on the same device, it’s possible to improve the user experience without sacrificing security.
If you’re building a form that accepts a passcode sent via SMS, you can use the
autocomplete attribute with a value of “one-time-code”. For a six-digit passcode, your
input element might look something like this:
<input type="text" maxlength="6" inputmode="numeric" autocomplete="one-time-code">
With one small addition to one HTML element, you’ve saved users some tedious drudgery.
There’s one more thing you can do to improve security, but it’s not something you add to the HTML. It’s something you add to the text message itself.
Let’s say your website is example.com and the text message you send reads:
Your one-time passcode is 123456.
Add this to the end of the text message:
So the full message reads:
Your one-time passcode is 123456. @example.com #123456
The first line is for humans. The second line is for machines. Using the @ symbol, you’re telling the device to only pre-fill the passcode for URLs on the domain example.com. Using the # symbol, you’re telling the device the value of the passcode. Combine this with
autocomplete="one-time-code" in your form and the user shouldn’t have to lift a finger.
I’m fascinated by these kind of emergent conventions in text messages. Remember that the @ symbol and # symbol in Twitter messages weren’t ideas from Twitter—they were conventions that users started and the service then adopted.
You can add a URL for
/.well-known/change-password which redirects to the form a user would use to update their password. Browsers and password managers can then use this information if they need to prompt a user to update their password after a breach. I’ve added this to The Session.
Oh, and on that page where users can update their password, the
autocomplete attribute is your friend again:
<input type="password" autocomplete="new-password">
If you want them to enter their current password first, use this:
<input type="password" autocomplete="current-password">
All of the things I’ve mentioned—the
autocomplete attribute, origin-bound one-time codes in text messages, and a well-known URL for changing passwords—have good browser support. But even if they were only supported in one browser, they’d still be worth adding. These additions do absolutely no harm to browsers that don’t yet support them. That’s progressive enhancement.
Tuesday, January 5th, 2021
If behavioural ads aren’t more effective than contextual ads, what is all of that data collected for?
If websites opted for a context ads and privacy-focused analytics approach, cookie banners could become obsolete…
Saturday, December 19th, 2020
See, that’s what I’m talking about;
Levy deftly conflates “advertising” and “personalized advertising”, as if there are no ways to target people planning a wedding without surveilling their web browsing behaviour. Facebook’s campaign casually ignores decades of advertising targeted based on the current webpage or video instead of who those people are because it would impact Facebook’s primary business. Most people who are reading an article about great wedding venues are probably planning a wedding, but you don’t need quite as much of the ad tech stack to make that work.
Wednesday, December 2nd, 2020
In 1990, the science fiction writer Douglas Adams produced a “fantasy documentary” for the BBC called Hyperland. It’s a magnificent paleo-futuristic artifact, rich in sideways predictions about the technologies of tomorrow.
I remember coming across a repeating loop of this documentary playing in a dusty corner of a Smithsonian museum in Washington DC. Douglas Adams wasn’t credited but I recognised his voice.
Hyperland aired on the BBC a full year before the World Wide Web. It is a prophecy waylaid in time: the technology it predicts is not the Web. It’s what William Gibson might call a “stub,” evidence of a dead node in the timeline, a three-point turn where history took a pause and backed out before heading elsewhere.
Here, Claire L. Evans uses Adams’s documentary as an opening to dive into the history of hypertext starting with Bush’s Memex, Nelson’s Xanadu and Engelbart’s oNLine System. But then she describes some lesser-known hypertext systems…
In 1985, the students at Brown who encountered Intermedia had never seen anything like it before in their lives. The system laid a world of information at their fingertips, saved them hours at the library, and helped them work through tangles of thought.
Monday, November 30th, 2020
Imagine if you were told that fossil fuels were the only way of extracting energy. It would be an absurd claim. Not only are other energy sources available—solar, wind, geothermal, nuclear—fossil fuels aren’t even the most effecient source of energy. To say that you can’t have energy without burning fossil fuels would be pitifully incorrect.
And yet when it comes to online advertising, we seem to have meekly accepted that you can’t have effective advertising without invasive tracking. But nothing could be further from the truth. Invasive tracking is to online advertising as fossil fuels are to energy production—an outmoded inefficient means of getting substandard results.
Before the onslaught of third party cookies and scripts, online advertising was contextual. If I searched for property insurance, I was likely to see an advertisement for property insurance. If I was reading an article about pet food, I was likely to be served an advertisement for pet food.
Simply put, contextual advertising ensured that the advertising that accompanied content could be relevant and timely. There was no big mystery about it: advertisers just needed to know what the content was about and they could serve up the appropriate advertisement. Nice and straightforward.
What if, instead of matching the advertisement to the content, we could match the advertisement to the person? Regardless of what they were searching for or reading, they’d be served advertisements that were relevant to them not just in that moment, but relevant to their lifestyles, thoughts and beliefs? Of course that would require building up dossiers of information about each person so that their profiles could be targeted and constantly updated. That’s where cross-site tracking comes in, with third-party cookies and scripts.
This is behavioural advertising. It has all but elimated contextual advertising. It has become so pervasive that online advertising and behavioural advertising have become synonymous. Contextual advertising is seen as laughably primitive compared with the clairvoyant powers of behavioural advertising.
But there’s a problem with behavioural advertising. A big problem.
It doesn’t work.
First of all, it relies on mind-reading powers by the advertising brokers—Facebook, Google, and the other middlemen of ad tech. For all the apocryphal folk tales of spooky second-guessing in online advertising, it mostly remains rubbish.
None of this works. They are still trying to sell me car insurance for my subway ride.
Have you actually paid attention to what advertisements you’re served? Maciej did:
I saw a lot of ads for GEICO, a brand of car insurance that I already own.
I saw multiple ads for Red Lobster, a seafood restaurant chain in America. Red Lobster doesn’t have any branches in San Francisco, where I live.
Finally, I saw a ton of ads for Zipcar, which is a car sharing service. These really pissed me off, not because I have a problem with Zipcar, but because they showed me the algorithm wasn’t even trying. It’s one thing to get the targeting wrong, but the ad engine can’t even decide if I have a car or not! You just showed me five ads for car insurance.
And yet in the twisted logic of ad tech, all of this would be seen as evidence that they need to gather even more data with even more invasive tracking and surveillance.
It turns out that bizarre logic is at the very heart of behavioural advertising. I highly recommend reading the in-depth report from The Correspondent called The new dot com bubble is here: it’s called online advertising:
It’s about a market of a quarter of a trillion dollars governed by irrationality.
The benchmarks that advertising companies use – intended to measure the number of clicks, sales and downloads that occur after an ad is viewed – are fundamentally misleading. None of these benchmarks distinguish between the selection effect (clicks, purchases and downloads that are happening anyway) and the advertising effect (clicks, purchases and downloads that would not have happened without ads).
Suppose someone told you that they keep tigers out of their garden by turning on their kitchen light every evening. You might think their logic is flawed, but they’ve been turning on the kitchen light every evening for years and there hasn’t been a single tiger in the garden the whole time. That’s the logic used by ad tech companies to justify trackers.
Tracker-driven behavioural advertising is bad for users. The advertisements are irrelevant most of the time, and on the few occasions where the advertising hits the mark, it just feels creepy.
Tracker-driven behavioural advertising is bad for advertisers. They spend their hard-earned money on invasive ad tech that results in no more sales or brand recognition than if they had relied on good ol’ contextual advertising.
Tracker-driven behavioural advertising is good for the middlemen doing the tracking. Facebook and Google are two of the biggest players here. But that doesn’t mean that their business models need to be permanently anchored to surveillance. The very monopolies that make them kings of behavioural advertising—the biggest social network and the biggest search engine—would also make them titans of contextual advertising. They could pivot from an invasive behavioural model of advertising to a privacy-respecting contextual advertising model.
The incumbents will almost certainly resist changing something so fundamental. It would be like expecting an energy company to change their focus from fossil fuels to renewables. It won’t happen quickly. But I think that it may eventually happen …if we demand it.
In the meantime, we can all play our part. Just as we can do our bit for the environment at an individual level by sorting our recycling and making green choices in our day to day lives, we can all do our bit for the web too.
The least we can do is block third-party cookies. Some browsers are now doing this by default. That’s good.
Alas, because this software is labelled under ad blocking, it has led to the ludicrous situation of an ethical argument being made to allow surveillance and tracking! It goes like this: websites need advertising to survive; if you block the ads, then you are denying these sites revenue. That argument would make sense if we were talking about contextual advertising. But it makes no sense when it comes to behavioural advertising …unless you genuinely believe that online advertising has to be behavioural, which means that online advertising has to track you to be effective. Such a belief would be completely wrong. But that doesn’t stop it being widely held.
To argue that there is a moral argument against blocking trackers is ridiculous. If anything, there’s a moral argument to be made for installing anti-tracking software for yourself, your friends, and your family. Otherwise we are collectively giving up our privacy for a business model that doesn’t even work.
It’s a shame that advertisers will lose out if tracking-blocking software prevents their ads from loading. But that’s only going to happen in the case of behavioural advertising. Contextual advertising won’t be blocked. Contextual advertising is also more lightweight than behavioural advertising. Contextual advertising is far less creepy than behavioural advertising. And crucially, contextual advertising works.
That shouldn’t be a controversial claim: the idea that people would be interested in adverts that are related to the content they’re currently looking at. The greatest trick the ad tech industry has pulled is convincing the world that contextual relevance is somehow less effective than some secret algorithm fed with all our data that’s supposed to be able to practically read our minds and know us better than we know ourselves.
Y’know, if this mind-control ray really could give me timely relevant adverts, I might possibly consider paying the price with my privacy. But as it is, YouTube still hasn’t figured out that I’m not interested in Top Gear or football.
The next time someone is talking about the necessity of advertising on the web as a business model, ask for details. Do they mean contextual or behavioural advertising? They’ll probably laugh at you and say that behavioural advertising is the only thing that works. They’ll be wrong.
I know it’s hard to imagine a future without tracker-driven behavioural advertising. But there are no good business reasons for it to continue. It was once hard to imagine a future without oil or coal. But through collective action, legislation, and smart business decisions, we can make a cleaner future.
Monday, October 19th, 2020
I like this idea for a minimum viable note-taking app:
data:text/html,<body contenteditable style="line-height:1.5;font-size:20px;">
I have added this to bookmarks and now my zero-weight text editor is one keypress away from me. You might also use it as a temporary clipboard to paste text or even pictures.
See also: a minimum viable code editor.
Wednesday, October 14th, 2020
I added a long-overdue enhancement to The Session recently. Here’s the scenario…
You’re on a web page with a comment form. You type your well-considered thoughts into a
textarea field. But then something happens. Maybe you accidentally navigate away from the page or maybe your network connection goes down right when you try to submit the form.
This is a textbook case for storing data locally on the user’s device …at least until it has safely been transmitted to the server. So that’s what I set about doing.
My first decision was choosing how to store the data locally. There are multiple APIs available:
localStorage. It was clear that
sessionStorage wasn’t right for this particular use case: I needed the data to be saved across browser sessions. So it was down to
IndexedDB is the more versatile and powerful—because it’s asynchronous—but
localStorage is nice and straightforward so I decided on that. I’m not sure if that was the right decision though.
Alright, so I’m going to store the contents of a form in
localStorage. It accepts key/value pairs. I’ll make the key the current URL. The value will be the contents of that
textarea. I can store other form fields too. Even though
localStorage technically only stores one value, that value can be a JSON object so in reality you can store multiple values with one key (just remember to parse the JSON when you retrieve it).
Now I know what I’m going to store (the
textarea contents) and how I’m going to store it (
localStorage). The next question is when should I do it?
I could play it safe and store the comment whenever the user presses a key within the
textarea. But that seems like overkill. It would be more efficient to only save when the user leaves the current page for any reason.
Alright then, I’ll use the
unload event. No! Bad Jeremy! If I use that then the browser can’t reliably add the current page to the cache it uses for faster back-forwards navigations. The page life cycle is complicated.
In either case, just adding a listener for the event could screw up the caching of the page for back-forwards navigations. I should only listen for the event if I know that I need to store the contents of the
textarea. And in order to know if the user has interacted with the
textarea, I’m back to listening for key presses again.
But wait a minute! I don’t have to listen for every key press. If the user has typed anything, that’s enough for me. I only need to listen for the first key press in the
addEventListener accepts an object of options. One of those options is called “
once”. If I set that to
true, then the event listener is only fired once.
So I set up a cascade of event listeners. If the user types anything into the
textarea, that fires an event listener (just once) that then adds the event listener for when the page is unloaded—and that’s when the
textarea contents are put into
I’ve abstracted my code into a gist. Here’s what it does:
- Cut the mustard. If this browser doesn’t support
localStorage, bail out.
- Set the
localStoragekey to be the current URL.
- If there’s already an entry for the current URL, update the
textareawith the value in
- Write a function to store the contents of the
localStoragebut don’t call the function yet.
- The first time that a key is pressed inside the
textarea, start listening for the page being unloaded.
- When the page is being unloaded, invoke that function that stores the contents of the
- When the form is submitted, remove the entry in
localStoragefor the current URL.
That last step isn’t something I’m doing on The Session. Instead I’m relying on getting something back from the server to indicate that the form was successfully submitted. If you can do something like that, I’d recommend that instead of listening to the form submission event. After all, something could still go wrong between the form being submitted and the data being received by the server.
Still, this bit of code is better than nothing. Remember, it’s intended as an enhancement. You should be able to drop it into any project and improve the user experience a little bit. Ideally, no one will ever notice it’s there—it’s the kind of enhancement that only kicks in when something goes wrong. A little smidgen of resilient web design. A defensive enhancement.
Friday, August 28th, 2020
An excellent explanation of the new
text-edge properties in CSS, complete with an in-depth history of leading in typography.
(I’m very happy to finally have a permanent link to point to about this, rather than a post on Ev’s blog.)
Sunday, August 9th, 2020
Fourteen years ago, I gave a talk at the Reboot conference in Copenhagen. It was called In Praise of the Hyperlink. For the most part, it was a gushing love letter to hypertext, but it also included this observation:
For a conspiracy theorist, there can be no better tool than a piece of technology that allows you to arbitrarily connect information. That tool now exists. It’s called the World Wide Web and it was invented by Sir Tim Berners-Lee.
You know those “crazy walls” that are such a common trope in TV shows and movies? The detectives enter the lair of the unhinged villain and discover an overwhelming wall that’s like looking at the inside of that person’s head. It’s not the stuff itself that’s unnerving; it’s the red thread that connects the stuff.
Red thread. Blue hyperlinks.
When I spoke about the World Wide Web, hypertext, apophenia, and conspiracy theorists back in 2006, conspiracy theories could still be considered mostly harmless. It was the domain of Dan Brown potboilers and UFO enthusiasts with posters on their walls declaring “I Want To Believe”. But even back then, 911 truthers were demonstrating a darker side to the fun and games.
There’s always been a gamification angle to conspiracy theories. Players are rewarded with the same dopamine hits for “doing the research” and connecting unrelated topics. Now that’s been weaponised into QAnon.
In his newsletter, Dan Hon wrote QAnon looks like an alternate reality game. You remember ARGs? The kind of designed experience where people had to cooperate in order to solve the puzzle.
Being a part of QAnon involves doing a lot of independent research. You can imagine the onboarding experience in terms of being exposed to some new phrases, Googling those phrases (which are specifically coded enough to lead to certain websites, and certain information). Finding something out, doing that independent research will give you a dopamine hit. You’ve discovered something, all by yourself. You’ve achieved something. You get to tell your friends about what you’ve discovered because now you know a secret that other people don’t. You’ve done something smart.
We saw this in the games we designed. Players love to be the first person to do something. They love even more to tell everyone else about it. It’s like Crossfit.
Dan’s brother Adrian also wrote about this connection: What ARGs Can Teach Us About QAnon:
There is a vast amount of information online, and sometimes it is possible to solve “mysteries”, which makes it hard to criticise people for trying, especially when it comes to stopping perceived injustices. But it’s the sheer volume of information online that makes it so easy and so tempting and so fun to draw spurious connections.
This is something that Molly Sauter has been studying for years now, like in her essay The Apophenic Machine:
Humans are storytellers, pattern-spotters, metaphor-makers. When these instincts run away with us, when we impose patterns or relationships on otherwise unrelated things, we call it apophenia. When we create these connections online, we call it the internet, the web circling back to itself again and again. The internet is an apophenic machine.
I remember interviewing Lauren Beukes back in 2012 about her forthcoming book about a time-travelling serial killer:
Me: And you’ve written a time-travel book that’s set entirely in the past.
Lauren: Yes. The book ends in 1993 and that’s because I did not want to have to deal with Kirby the heroine getting some access to CCTV cameras and uploading the footage to 4chan and having them solve the mystery in four minutes flat.
By the way, I noticed something interesting about the methodology behind conspiracy theories—particularly the open-ended never-ending miasma of something like QAnon. It’s no surprise that the methodology is basically an inversion of the scientific method. It’s the Texas sharpshooter fallacy writ large. Well, you know the way that I’m always going on about design principles and they way that good design principles should be reversible? Conspiracy theories take universal principles and invert them. Take Occam’s razor:
Do not multiply entities without necessity.
That’s what they want you to think! Wake up, sheeple! The success of something like QAnon—or a well-designed ARG—depends on a mindset that rigorously inverts Occam’s razor:
Multiply entities without necessity!
That’s always been the logic of conspiracy theories from faked moon landings to crop circles. I remember well when the circlemakers came clean and showed exactly how they had been making their beautiful art. Conspiracy theorists—just like cultists—don’t pack up and go home in the face of evidence. They double down. There was something almost pitiable about the way the crop circle UFO crowd were bending over backwards to reject proof and instead apply the inversion of Occam’s razor to come up with even more outlandish explanations to encompass the circlemakers’ confession.
I think the best way to fight QAnon, at its roots, is with a robust social safety net program. This not-a-game is being played out of fear, out of a lack of safety, and it’s meeting peoples’ needs in a collectively, societally destructive way.
I want to add one more red thread to this crazy wall. There’s a book about conspiracy theories that has become more and more relevant over time. It’s also wonderfully entertaining. Here’s my recommendation from that Reboot presentation in 2006:
For a real hot-tub of conspiracy theory pleasure, nothing beats Foucault’s Pendulum by Umberto Eco.
…luck rewarded us, because, wanting connections, we found connections — always, everywhere, and between everything. The world exploded into a whirling network of kinships, where everything pointed to everything else, everything explained everything else…
This is wonderful! A whole series on the history of the web from Jay Hoffman, the creator of the similarly-themed newsletter and timeline.
This first chapter is right up my alley, looking at the origins of hypertext, the internet, and the World Wide Web.
Friday, June 19th, 2020
What I love about the web is that it’s a hypertext. (Though in recent years it has mostly been used as a janky app delivery platform.)
I am very much enjoying Matt’s thoughts on linking, quoting, transclusion, and associative trails.
My blog is my laboratory workbench where I go through the ideas and paragraphs I’ve picked up along my way, and I twist them and turn them and I see if they fit together. I do that by narrating my way between them. And if they do fit, I try to add another piece, and then another. Writing a post is a process of experimental construction.
And then I follow the trail, and see where it takes me.
Friday, May 8th, 2020
Progressive disclosure interface patterns categorised and evaluated:
- mouseover popups (just say no!),
- new pages,
- scrolling sideways.
I really like the hypertext history invoked in this article.
The piece finishes with a great note on the MacNamara fallacy:
Everyone thinks metrics let us measure results. But, actually, they don’t. They measure only what they are measuring. Engagement, for example, is not something that can be measured, so we use an analogue for it. Time on page. Or clicks.
We often end up measuring what is quick, cheap, and easy to measure. Therefore, few organizations regularly conduct usability testing or customer-satisfaction surveys, but lots use analytics.
Even today, organizations often use clicks as a measure of engagement. So, all too often, they design user interfaces to generate clicks, so the system can measure them.