Happy Nice Mall

This article is part of the On Tech newsletter. Here is a collection past columns.

In yesterday’s newsletter, I lamented More companies ask “Is this a good idea?” When preparing new products he did not ask.

Today I want to write about the admirable question behind many inventions: Why does it have to be like this?

This is the unifying query behind the technologies. try to simplify selling a home, allow small businesses avoid renting and operating their own office spaceand give us strength buy a car from our sofas.

Sometimes beginners who bring these ideas to life wildly exaggerated or creating miserable works. Still, it’s often worth admiring his spirit of defying the old ways.

I will tell you the dirty secret of many “technology” ventures and inventions: There is usually very little tech magic. The great idea behind so many so-called tech companies is often a new but boring twist on what was before. (Do not forget, i like boring things. So it’s not an insult.)

The boring idea behind Internet glasses retailer Warby Parker sold its first shares to the masses this weekAll the agents involved in buying eyeglasses and contact lenses took the process further. more frustrating and expensive. Why do we buy glasses from where we buy prescriptions? How much do the glasses cost? all relevant steps: designers, manufacturers, fancy brands, opticians and retail stores?

Warby Parker and Casper mattresses, Glossier for cosmetics and dollar shaving clubtook a similar approach to this question. They purchased products from the same factories that produced glasses, mattresses or razors for established companies. (In some cases, they bought the factories.)

Later these startups flooded Facebook or other online spots with relatively inexpensive marketing. Because they’ve eliminated Walmart, LensCrafters, or many of the others involved in moving a product from concept to store shelves, they can offer a product to these pools of potential customers for less than their competitors.

And because a company like Glossier sells on its own website and in its own stores, and Revlon mostly doesn’t, they can quickly tell which eyeliner is popular, do more, and offer it to their most loyal shoppers.

This is totally boring, isn’t it? But that’s the magic behind many companies whose products you only see on Instagram or TikTok. It’s a new economy approach to old ideas like Costco making its own coffee and dog food. Warby Parker and the in-store cereal brand have the same DNA.

Her It is not clear How many internet-based product companies like Warby Parker will endure. Warby Parker spends a lot of money, including marketing, and the company unprofitable. Also, you may have noticed that there are maybe four zillion mattress companies online? What were the new ways of producing, promoting and selling products ten years ago? copied to death. And many internet-based product companies have told investors they’re actually the next Facebook when they’re more like Costco. This is a recipe for disappointment.

But I don’t want to ignore what young companies are trying to do. Even if their model doesn’t work, we can applaud the optimism and arrogance of trying to break the status quo.

Tip of the Week

Your gadget’s worst enemy

Here Brian X Chen, consumer technology columnist for The New York Times, with the scourge of the week. Ah, I mean the end of the week.

It messes up your keyboard and your phone’s charging port. It causes your video game console to overheat. He is everywhere.

Yes, your gadget’s worst enemy is dust.

Every time I had major problems with a piece of technology and took a closer look inside it, it was filled with dust. I don’t blame myself. The guts of our gadgets are out of sight and out of mind. But it’s a snowball problem.

So what to do? You can develop better electronic hygiene habits.

Grab some cleaning supplies, including cans of compressed air, a microfiber cloth, and a set of screwdrivers to open your electronics. (Some Apple devices require special screwdrivers. I recommend searching the internet for your model to find out what tools you need.)

For your computer or video game console, open it once a year to remove dust. For smartphones, blow dust from the charging port or headphone jack if your phone has one. If you can open the back of the phone, carefully use compressed air or a sewing needle to remove any debris from the interior.

Some modern electronics are difficult to disassemble and clean, but you can seek help. Contact a local independent technician and request a routine cleaning. will go a long way extend the life of your device and making her feel as good as new.

Before you go …

• It’s time to shout about Facebook one more time: Company executives are coming congress sessions to answer questions about recent events internal Facebook documents About what the company knows about the damage their apps do. My colleagues Ryan Mac and Sheera Frenkel write About Facebook’s return on some of this research.

• Why it’s hard to use Siri to control the Nest thermostat: Tech giants want custom command over connected devices in our homes. The Washington Post writes that this makes it nearly impossible for our home speakers, TV sets or light bulbs to work well together.

• A billboard fight: Amazon wants to take over a huge billboard in the heart of Manhattan. Just wraps around Macy and where the retailer delivers messages for its flagship store. Macy’s is not happy, says my colleague Tiffany Hsu.

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Her fat bear week! This is an annual celebration of the weight the animals gain before winter and vote to get your favorite brown bear Preserve in Katmai National Park and Alaska. All these bears are winners. (But I support Otis.)

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