The Enthusiasm Industry

I was listening to a podcast episode recently, I can’t remember which one even though I don’t actually listen to a bunch, and the hosts referred to the “enthusiasm industry.” They were talking about people who write and talk about apps (mobile, desktop, whatever). These aren’t necessarily the developers or even marketing employees of a company, these are people who make their living trying out and reviewing apps and services. They are professional buzz makers, stoking enthusiasm that sustains the creation/consumption cycle.

Some of these enthusiasts are helpful, even trustworthy over time. Many of them, though, are just making noise. How are consumers being prepped to distinguish?

It made me think of Dorothy Sayers’ warning about propaganda.

Has it ever struck you as odd, or unfortunate, that today, when the proportion of literacy throughout Western Europe is higher than it has ever been, people should have become susceptible to the influence of advertisement and mass propaganda to an extent hitherto unheard of and unimagined? (The Lost Tools of Learning)

The enthusiasm industry, including (especially?) those who promote productivity apps, may keep us distracted from doing work rather than helping us find the right tool for work.

It’s similar to this argument about why so many of us like sports: then we don’t have to think about how awful our lives are.

We are far too easily enthused. And distracted.