Sull'acquisto di Instagram da parte di Facebook c'è stato il solito ventaglio di reazioni che ci sono sempre nei casi in cui una corporation grossa e cattiva compra un servizio piccolo e cool: ci sono quelli di «Che schifo, ora lo disinstallo», e quelli di «Siete i soliti snob, il servizio è sempre quello e se disinstallate vuol dire che non vi piaceva poi così tanto», con tutto ciò che ci sta in mezzo. Le parole più sensate le ho però lette sul New York Mag, a firma Paul Ford:
To some users, this looks like a sellout. And that’s because it is. You might think the people crabbing about how Instagram is going to suck now are just being naïve, but I don’t think that’s true. Small product companies put forth that the user is a sacred being, and that community is all-important. That the money to pay for the service comes from venture capital, which seeks a specific return on investment over a period of time, is between the company and the venture capitalists; the relationship between the user and the product is holy, or is supposed to be.
So if you’re an Instagram user, you’ve been picking up on all of the cues about how important you are, how valuable you are to Instagram. Then along comes Facebook, the great alien presence that just hovers over our cities, year after year, as we wait and fear. You turn on the television and there it is, right above the Empire State Building, humming. And now a hole has opened up on its base and it has dumped a billion dollars into a public square — which turned out to not be public, but actually belongs to a few suddenly-very-rich dudes. You can’t blame users for becoming hooting primates when a giant spaceship dumps a billion dollars out of its money hole. It’s like the monolith in the movie 2001 appeared filled with candy and a sign on the front that said “NO CANDY FOR YOU.”
When people write critically about Facebook, they often say that “you are the product being sold,” but I think that by now we all get that. The digital substance of our friendships belongs to these companies, and they are loath to share it with others. So we build our little content farms within, friending and upthumbing, learning to accept that our new landlords are people who grew up on Power Rangers. This is, after all, the way of our new product-based civilization — in order to participate as a citizen of the social web, you must yourself manufacture content. Progress requires that forms must be filled. Thus it is a critical choice of any adult as to where they will perform their free labor. Tens of millions of people made a decision to spend their time with the simple, mobile photo-sharing application that was not Facebook because they liked its subtle interface and little filters. And so Facebook bought the thing that is hardest to fake. It bought sincerity. [#]