Ads are an ugly business. You barter away functionality, aesthetics, privacy, and performance for a marginal money maker predicated on using manipulation to get people to spend money they don’t have on things they don’t want. If you’ve ever experienced an old favorite website slowly descending into monetization (my canonical example is Alta Vista), you’ve experienced this viscerally, an old favorite slow selling off bits of itself for a few more hits of cash.

Then Google came along, and they went deep, they created a narrative of transcendental advertising. Advertising so good you wanted to see it. Advertising that was net positive. Advertising that would cause you turn off your ad blocker. And if you’re in an advertising supported business you probably even believe the narrative at some level. Ignore the data about who clicks on ads and why, or the insane degradation of most revolutionary communication medium since the printed word into SEO/SEM spam farms. Transcendental advertising, advertising as liberator, advertising for advertising’s sake, advertising as a higher calling. This is what I call “business transcendental”. A philosophy that is tied to your paycheck.

Watching folks responses to the iPhone 5 “Lightning” connector got me thinking about this. Apple has beautiful, breath taking reasons for launching a new connector. It’s innovative, it opens up previously unexplored options that most of us can’t even imagine yet. It’s the product of R&D by some of the best and brightest in the business, like the touch sensing pixel screen or the new thinking aluminum case. But it’s also planned obsolescence. Planned obsolescence is an ugly business. Uglier then advertising. I think, unlike advertising, most of us still recoil in disgust at gratuitous examples of planned obsolescence. Which is why transcendental planned obsolescence is so gut wrenching. Planned obsolescence as innovation, planned obsolescence as the pursuit of perfection, planned obsolescence as identity politics. Google is in the business of biz-transcendental advertising, Apple is in the business of biz-transcendental planned obsolescence. But the underlying business is as optional, and ugly as it ever was, and the transcendence is an illusion.