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Hello and welcome to Decoder. I'm Neil Apatel, Editor in Chief of the Verge,

and Decoder is my show about big ideas and other problems.

This episode is about a big idea that turned into a very big problem.

Several years ago I went to a splashy launch party for a new tech product,

which is a pretty normal thing for tech companies to do.

The party was at a hip warehouse space in Manhattan. There was cool lighting and a great DJ.

There was free food. This company had pulled out all the stops.

And the company had invited a ton of Instagram influencers and model types.

So there were lots of beautiful young people there doing exactly what this company

had hoped they'd do. They were taking photos and videos with the new product,

talking about how cool it was, and posting it to social media.

Now, if I was talking about a new smartphone or a camera or a laptop,

this party would not have stuck out in my mind.

Tech companies throw marketing events like this all the time, influencers

influence the sky is blue, waters wet. This is how the world works.

...