Innovation was a curious thing. It never failed to amaze him. And yet this place confirmed what they’d long known: that truly disruptive innovation rarely came from the expected sources. They’d had so much more luck investing in eccentric B and C students. The rationale was simple: Those heavily invested in the status quo had difficulty thinking outside of it—and were often tainted by it. Especially when success and peer approval beckoned. One did not accidentally graduate from top-tier schools. One strove to get in and to maintain grades once there, and to do that, one usually needed to be a master at conformity. To excel in all the accepted conventions. No, the truly different thinkers often went unnoticed.
In all, his outfit required nearly two thousand man-years of research and development, eight barrels of oil, and sixteen patent and trademark infringement lawsuits. All so he could possess casual style. A style that, in logistical requirements, was comparable to fielding a nineteenth-century military brigade.But he looked good. Casual.
They’re called sock puppets. We create armies of artificial online personas – user accounts that espouse views certain interested parties want espoused. We flood forums, online comment sections, social media. ... It’s amazing what a few people and a little money can accomplish online. Our puppets have turned whole elections. … Everything the public sees is managed. If there’s a valuable brand to protect – whether it’s a person or a dish soap – these fuckers are out there protecting it, shaping the narrative. I mean… who the hell follows dish soap on Twitter? How does anyone believe that shit’s real? (p. 292-294)