Button Pushes You (2022)

On reflection, this progression from function to call to action to obfuscated self-help-ish verbiage seems more like a general trend in marketing at all levels. Obviously, it must work in A/B testing, but I'm not sure it works in the general case. Here in the 2020s I think it serves as a kind of regurgitation of 1960s argle-bargle that's a callback to what's embedded in the brains of the children of boomers who picked up their parents' linguistic preference for out-there-isms to describe sensations of freedom from the old rigid hierarchies of the 1950s. So it's an appeal to nostalgia as much as a form of vaguely insulting corporate-speak.

"Users have to accept the spelled out mantra and change their attitude before accessing the next piece of information."

"The user should transform themselves into a “doer,” rather than being considerate, evaluating options"

"Before proceeding, users should identify with this new aristocratic class."

C'mon. It's just a way to visually emphasize an important next step.

Is the text sometimes self-indulgent and annoying? Yeah, it's marketing copy. That's nothing new.

Upside: You can do almost anything.

Downside: You have to manage (almost) everything yourself.

Downside: It lets other people do real dumb/annoying/inconvenient/stupid things, and you get to deal with the result.