School of anti

The Web, he saw, allowed everyone everywhere to develop the same otaku obsessions—with television, coffee, sneakers, guns. The mere possibility of such knowledge lay like a scrim over the world. A physical object was also a search term: an espresso wasn’t just an espresso; it was also Web pages about crema, fair trade, roasting techniques, varieties of beans. Things were texts; reality had been augmented. Brand strategists revised the knowledge around objects to make them more desirable, and companies, places, Presidents, wars, and people could be advantageously rebranded, as though the world itself could be reprogrammed. It seemed to Gibson that this constant reprogramming, which had become a major driver of economic life, was imbuing the present with a feeling—something like fatigue, or jet lag, or loss.

Joshua Rothman, How William Gibson Keeps His Science Fiction Real