Hypercritical

◼   ► [Music] [TS]

◼   ► this is hypercritical a weekly talkshow [TS]

◼   ► ruminating on exactly what is wrong in [TS]

◼   ► the world of Apple and related [TS]

◼   ► technologies and businesses nothing is [TS]

◼   ► so perfect that it can't be complained [TS]

◼   ► about at least not by my co-host John [TS]

◼   ► siracusa i'm dan benjamin today is [TS]

◼   ► january 27th 2012 it's Friday this is [TS]

◼   ► episode number 52 we would like to thank [TS]

◼   ► our sponsors today source bits comm [TS]

◼   ► software design and development services [TS]

◼   ► for iOS Android Mac in the web and my [TS]

◼   ► note an intuitive mind mapping tool for [TS]

◼   ► Mac and iOS will tell you more about [TS]

◼   ► those as the program continues we also [TS]

◼   ► want to say thanks very much to vid me [TS]

◼   ► up comm for the bandwidth for this [TS]

◼   ► episode vid me up is a free service that [TS]

◼   ► allows you to create your own video cite [TS]

◼   ► your videos your branding vid me up comm [TS]

◼   ► hello Jon siracusa of Massachusetts [TS]

◼   ► hello Daniel Benjamin of many places in [TS]

◼   ► the South hmm but originally the [TS]

◼   ► Northeast it's complicated I get it how [TS]

◼   ► to address you can we put this uh this [TS]

◼   ► optical illusion in the shownotes no I [TS]

◼   ► think it's not relevant ok now I don't [TS]

◼   ► want to know what it is so if you want [TS]

◼   ► to know what it is maybe we'll discuss [TS]

◼   ► it in the after dark ok I will put it in [TS]

◼   ► the show notes and we will not discuss [TS]

◼   ► it so alright [TS]

◼   ► some quick follow-up from video game [TS]

◼   ► controllers several shows ago still [TS]

◼   ► getting links about that these this one [TS]

◼   ► from I Anna skeller I hope I did a good [TS]

◼   ► job with that he gave a couple of neat [TS]

◼   ► links that I thought were worth sending [TS]

◼   ► out to the listeners but I didn't want [TS]

◼   ► to put them in the show notes for this [TS]

◼   ► show because the show is not going to be [TS]

◼   ► about video game controllers so you're [TS]

◼   ► safe um so what I did was I put them in [TS]

◼   ► the show notes to the first episode we [TS]

◼   ► did it by video game controllers which [TS]

◼   ► was episode 49 pinching the harmonica I [TS]

◼   ► put them as bonus links at the very [TS]

◼   ► bottom of the show notes so to get to [TS]

◼   ► them you can go to the show notes for [TS]

◼   ► this episode and the very first one will [TS]

◼   ► be a link to episode 49 and then go to [TS]

◼   ► the bottom get those and he it's work of [TS]

◼   ► other people on the web he found a [TS]

◼   ► poster showing evolution of video game [TS]

◼   ► controller [TS]

◼   ► at pop chart labs calm you can buy it [TS]

◼   ► but does also need to just look at [TS]

◼   ► someone had a periodic table of [TS]

◼   ► controllers that showed you know [TS]

◼   ► periodical table layout with and it just [TS]

◼   ► shows the buttons which is kind of neat [TS]

◼   ► instead of showing the controllers just [TS]

◼   ► shows the button Arrangements on them [TS]

◼   ► and there's an actual blog on tumblr [TS]

◼   ► called a bunch of stuff about game [TS]

◼   ► controllers and the title is accurate so [TS]

◼   ► there's three links check them out we're [TS]

◼   ► not talking about video controllers [TS]

◼   ► today today we have a whole mess of [TS]

◼   ► follow up from the last episode where we [TS]

◼   ► discussed the iBooks Author announcement [TS]

◼   ► and I really hope I can get through this [TS]

◼   ► in time to not have a very long show [TS]

◼   ► today okay so the impression I get from [TS]

◼   ► feedback is that people thought I was [TS]

◼   ► more pessimistic about this iBooks [TS]

◼   ► Author thing than I have been about [TS]

◼   ► other recent Apple topics and I guess [TS]

◼   ► that's probably true I'd probably have a [TS]

◼   ► background in history and the holy books [TS]

◼   ► thing that has me coming at this issue [TS]

◼   ► from a different angle than most people [TS]

◼   ► uh you were you learn ebooks guy for a [TS]

◼   ► while yeah just a little while but you [TS]

◼   ► know I do have that history and that [TS]

◼   ► probably influences how I see things [TS]

◼   ► and the same thing with people who were [TS]

◼   ► actually in the education market they [TS]

◼   ► see things differently than I do coming [TS]

◼   ► from there from their perspective I [TS]

◼   ► think mostly I was I was trying to [TS]

◼   ► mostly come at it from the perspective [TS]

◼   ► of an apple watcher and seeing you know [TS]

◼   ► the way Apple conducts its business and [TS]

◼   ► strategies that have worked in the past [TS]

◼   ► for Apple and other companies so while I [TS]

◼   ► was discussing the stuff in last show [TS]

◼   ► people were writing things for various [TS]

◼   ► publications I put some shown put some [TS]

◼   ► links in the show notes to a couple [TS]

◼   ► people that agreed with me one was a [TS]

◼   ► serenity Caldwell at Macworld she wrote [TS]

◼   ► an article called holding out for an [TS]

◼   ► epub hero where she laments all the [TS]

◼   ► things that a book's author is not [TS]

◼   ► that's really neither here nor there [TS]

◼   ► about whether iBooks Author is a good [TS]

◼   ► idea for Apple to do but it's kind of a [TS]

◼   ► distillation of the sentiment that we're [TS]

◼   ► discussing last time that people wanted [TS]

◼   ► Apple to do [TS]

◼   ► one thing an applicant something [TS]

◼   ► different iBooks Author is very clearly [TS]

◼   ► not that thing that people wanted the [TS]

◼   ► you know generic epub editing tool and [TS]

◼   ► so those people are still waiting and [TS]

◼   ► it's another one like I'll get to a [TS]

◼   ► little bit later also on Mac world [TS]

◼   ► certainly also did a wish list for [TS]

◼   ► before the announcement was made for [TS]

◼   ► things that she hoped Apple would [TS]

◼   ► announce you can see how what was [TS]

◼   ► announced did not satisfy that wish list [TS]

◼   ► so the main one of the main topics of [TS]

◼   ► objection that people brought up in [TS]

◼   ► emails was why do I keep talking about [TS]

◼   ► the format or why is everyone talking [TS]

◼   ► about the format who cares who cares but [TS]

◼   ► the file format that's missing for the [TS]

◼   ► forest for the trees that's not the [TS]

◼   ► thing that's important to be looking at [TS]

◼   ► I think the reason everyone's talking [TS]

◼   ► about format is because I mean I think [TS]

◼   ► we discussed this last show that the [TS]

◼   ► e-book market is and has always been in [TS]

◼   ► desperate need of some unifying format [TS]

◼   ► like the idea is that format wars [TS]

◼   ► arguing over who you know what format [TS]

◼   ► the the data is in and who controls that [TS]

◼   ► format and and who you know trying to [TS]

◼   ► control an industry by controlling the [TS]

◼   ► file format is generally viewed as not a [TS]

◼   ► good thing so we didn't like it when it [TS]

◼   ► was like blu-ray vs. HD DVD and no [TS]

◼   ► matter who won you know from consumers [TS]

◼   ► perspectives like look good that you [TS]

◼   ► know I don't their advantages to one [TS]

◼   ► side of the other and they're both [TS]

◼   ► proprietary formats owned by different [TS]

◼   ► consortiums of people but from a [TS]

◼   ► consumers perspective you don't know how [TS]

◼   ► to deal with like imagine if they had [TS]

◼   ► both one and imagine a physical media [TS]

◼   ► wasn't on its way out [TS]

◼   ► we'd be struggling through this world [TS]

◼   ► where there's ten different formats for [TS]

◼   ► movies and you have to have players to [TS]

◼   ► play multiple discs and you can't keep [TS]

◼   ► track of who can play what in common [TS]

◼   ► formats for digital content is good for [TS]

◼   ► everybody and consumers hate it when [TS]

◼   ► that's not the case and the industry in [TS]

◼   ► general suffers for it although it's [TS]

◼   ► just the constant trend of like why do [TS]

◼   ► these format Wars exist well the [TS]

◼   ► companies are is like ah we can get our [TS]

◼   ► format to become the de-facto format [TS]

◼   ► then we control the format and then we [TS]

◼   ► have this incredible lever to control [TS]

◼   ► the industry you know what I mean and I [TS]

◼   ► think everyone agrees that's a bad thing [TS]

◼   ► all right no one is out there saying we [TS]

◼   ► need to have as many competing formats [TS]

◼   ► for music as possible [TS]

◼   ► completely incompatible that way it's [TS]

◼   ► competition and you know that that's how [TS]

◼   ► the marketplace is healthy no we just [TS]

◼   ► you know we want we don't want to deal [TS]

◼   ► with that we just want to hear music we [TS]

◼   ► just want to watch movies and Annie in [TS]

◼   ► e-books we just want to read the books [TS]

◼   ► we don't really care about the farmer [TS]

◼   ► and now the people who are in the [TS]

◼   ► industry are like well this format has [TS]

◼   ► advantages over that format and this [TS]

◼   ► format is controlled by a single vendor [TS]

◼   ► and this is controlled by a consortium [TS]

◼   ► all that other business in in general I [TS]

◼   ► think we also all agree that all other [TS]

◼   ► things being equal [TS]

◼   ► certainly the format that's not [TS]

◼   ► controlled by a single party or small [TS]

◼   ► number of parties is better [TS]

◼   ► unfortunately all other things usually [TS]

◼   ► aren't equal it's very often the case [TS]

◼   ► that the proprietary formats have [TS]

◼   ► technical advantages that the open ones [TS]

◼   ► don't so I found one specific objection [TS]

◼   ► to this so Frank Malinowski took [TS]

◼   ► objected to my position that in cases [TS]

◼   ► where there is an existing proprietary [TS]

◼   ► format from the market leader that the [TS]

◼   ► best strategy the most successful [TS]

◼   ► strategy is for everybody else but the [TS]

◼   ► market leader to rally behind an open [TS]

◼   ► standard because of each of the people [TS]

◼   ► who are not the market leader tried to [TS]

◼   ► promote their own proprietary standard [TS]

◼   ► that none of them will have enough [TS]

◼   ► critical mass or weight or influence to [TS]

◼   ► overcome the market leader even if their [TS]

◼   ► format is better and I think example I [TS]

◼   ► gave was when a Internet Explorer was [TS]

◼   ► the dominant browser and it had all [TS]

◼   ► these ie only extensions everyone else [TS]

◼   ► didn't try to field their own specific [TS]

◼   ► Apple and Netscape extensions you know [TS]

◼   ► or whatever they said well it's rally [TS]

◼   ► behind web standards and together all of [TS]

◼   ► us vs. AE with vs. AE versus IE maybe we [TS]

◼   ► can you know win that and slowly that [TS]

◼   ► has taken place over ours it also helps [TS]

◼   ► that my constant update is browser for a [TS]

◼   ► long time so Frank says these two [TS]

◼   ► problems with with this argument first [TS]

◼   ► problem is that I only gave that one [TS]

◼   ► example that just you know ie versus [TS]

◼   ► standard space web things he said I can [TS]

◼   ► provide plenty of examples where this [TS]

◼   ► the same strategy was tried and it [TS]

◼   ► wasn't successful and the exact some [TS]

◼   ► examples he gives her Microsoft Office [TS]

◼   ► vs. OpenOffice iTunes Music Store vs. [TS]

◼   ► plays for sure [TS]

◼   ► OGG Vorbis or anything else Adobe PDF is [TS]

◼   ► anything else my photos [TS]

◼   ► versus GIMP and this exchange versus [TS]

◼   ► open stuff h.264 vs. WebM goes onto [TS]

◼   ► other examples I don't think they're as [TS]

◼   ► strong as his opening lens and you can [TS]

◼   ► gives iOS versus Android apps makes his [TS]

◼   ► example started stronger Imus off as a [TS]

◼   ► result in office a better example so my [TS]

◼   ► response to this is to say you know so [TS]

◼   ► he listed some examples and I think by [TS]

◼   ► the time you get to his last one like [TS]

◼   ► iOS apps versus Android it's like well [TS]

◼   ► and her it is more open than iOS but [TS]

◼   ► really they're both controlled by single [TS]

◼   ► parties it's not like you know an entire [TS]

◼   ► industry rallying behind Android to [TS]

◼   ► fight iOS it kind of is in terms of the [TS]

◼   ► carrier's wanting something customized [TS]

◼   ► and stuff but like you know truthfully [TS]

◼   ► Google controls Andrew no one else has [TS]

◼   ► the the capability of forking Android [TS]

◼   ► and developing it at the same pace the [TS]

◼   ► Google does because they don't have [TS]

◼   ► enough engineers and they're not the [TS]

◼   ► ones who wrote you know so many [TS]

◼   ► responses there are many many many more [TS]

◼   ► examples than the ones he gave of where [TS]

◼   ► a dominant proprietary format was [TS]

◼   ► challenged by other proprietary formats [TS]

◼   ► and the other ones were not able to [TS]

◼   ► unseat it that's the common case is that [TS]

◼   ► you know to some proprietary form it's [TS]

◼   ► going to win and everyone's got their [TS]

◼   ► you know WordPerfect files or right now [TS]

◼   ► files or nicest writer files none of [TS]

◼   ► them could unseat doc docx which was [TS]

◼   ► also proprietary you know they all those [TS]

◼   ► other competitors to Microsoft Word in [TS]

◼   ► the olden days when there were more than [TS]

◼   ► right when there was more than one word [TS]

◼   ► processor out there none of them could [TS]

◼   ► unseat ms-office and they all have their [TS]

◼   ► own proprietary file formats the only [TS]

◼   ► chance you can have is if everyone [TS]

◼   ► rallies behind an open format OpenOffice [TS]

◼   ► has not been successful to defeat [TS]

◼   ► Microsoft Office mostly because I think [TS]

◼   ► office suites are not that interesting [TS]

◼   ► interesting or important anymore [TS]

◼   ► and Microsoft's office is good enough [TS]

◼   ► and is the standard so there's not a lot [TS]

◼   ► of excitement around OpenOffice but uh [TS]

◼   ► file you know the the pressure to go [TS]

◼   ► open his for Microsoft to try to have a [TS]

◼   ► more open file formal with the docx [TS]

◼   ► business and we have things like PDF [TS]

◼   ► that are not still controlled by a [TS]

◼   ► single company but are also kind of open [TS]

◼   ► standards that anyone can implement [TS]

◼   ► unlike dot docx which she you know [TS]

◼   ► anyone not anyone can implement even [TS]

◼   ► though there's supposedly a kind of a [TS]

◼   ► spec it's like you know you can't that [TS]

◼   ► that file format is still controlled by [TS]

◼   ► Microsoft and although Apple can try to [TS]

◼   ► read [TS]

◼   ► documents that can't read them all and [TS]

◼   ► can't read them all well some more [TS]

◼   ► examples of where you know I just gave [TS]

◼   ► the one example of open versus closed [TS]

◼   ► some more examples are like a tcp/ip [TS]

◼   ► versus like Apple talk or NetBIOS or [TS]

◼   ► whatever or the internet versus AOL [TS]

◼   ► aware a well as people don't remember [TS]

◼   ► this pea was massively dominant but we [TS]

◼   ► all kind of knew that it's you know AOL [TS]

◼   ► the biggest internet provider in the [TS]

◼   ► entire United States versus everybody [TS]

◼   ► else was behind the internet so alo is [TS]

◼   ► one big rich company with lots of power [TS]

◼   ► and everyone else rallied behind the [TS]

◼   ► internet as opposed to everyone else [TS]

◼   ► rallying behind geni or a world or [TS]

◼   ► knocking names on other ones like all [TS]

◼   ► those other proprietary things now the [TS]

◼   ► only way you can unseat a big [TS]

◼   ► proprietary leader is to get everybody [TS]

◼   ► behind something that's not controlled [TS]

◼   ► but by one party so in the chatroom was [TS]

◼   ► saying what Al was dominant yes yes it [TS]

◼   ► was dominant it used to be that event [TS]

◼   ► you know a few nerds had internet access [TS]

◼   ► and then if anybody else you knew who [TS]

◼   ► wasn't intending to access that away Oh [TS]

◼   ► al those were dark days indeed but they [TS]

◼   ► it happened and tcp/ip was nothing so [TS]

◼   ► it's not as good as these other [TS]

◼   ► proprietary standards not as good as [TS]

◼   ► Novell NetWare it's not as good as Apple [TS]

◼   ► talk for this particular reason it you [TS]

◼   ► know it doesn't matter the open standard [TS]

◼   ► eventually unseeded whatever was the [TS]

◼   ► dominant proprietary standard sometimes [TS]

◼   ► there wasn't a single dominant pariah [TS]

◼   ► Terry standard so it's easier for the [TS]

◼   ► open one to sweep through but you know [TS]

◼   ► in cases like AOL where it really was [TS]

◼   ► one big dog in the world of Internet [TS]

◼   ► service provider the internet just you [TS]

◼   ► know everyone else beyond the internet [TS]

◼   ► came and took it away and the second [TS]

◼   ► mistake frank says I made this to the [TS]

◼   ► lumpa textbooks in with general books [TS]

◼   ► it's and I will get to that in a future [TS]

◼   ► pointer I think he's more right on that [TS]

◼   ► than he was in the first point so Gruber [TS]

◼   ► had some more articles when he was [TS]

◼   ► arguing back and forth with various [TS]

◼   ► people on the web about the file format [TS]

◼   ► and the issues involved in it and one of [TS]

◼   ► the conclusions of one of Gruber's posts [TS]

◼   ► were is responding to I wish I don't [TS]

◼   ► respond to I should have this link open [TS]

◼   ► this is quoting from Gruber II says [TS]

◼   ► apples not in this game to reduce the [TS]

◼   ► cross platform burdens of the publishing [TS]

◼   ► industry if the publishing industry [TS]

◼   ► wants to reduce the number of formats it [TS]

◼   ► supports and the hassles of converting [TS]

◼   ► from one form to another [TS]

◼   ► bitch would be to go exclusively to the [TS]

◼   ► iBookstore remember that post I have it [TS]

◼   ► on the show again so this is something [TS]

◼   ► that was brought up another podcast I [TS]

◼   ► listened to that I think is true a lot [TS]

◼   ► of people confuse someone explaining [TS]

◼   ► Apple's position to someone supporting [TS]

◼   ► Apple's position and it's like you know [TS]

◼   ► if you can if you can explain something [TS]

◼   ► from the perspective of app well it's [TS]

◼   ► like well you would never written that [TS]

◼   ► if you didn't agree with it even if you [TS]

◼   ► not even if you're clearly saying Apple [TS]

◼   ► is doing this because not I think Apple [TS]

◼   ► is right to do this because you know [TS]

◼   ► what I mean yeah and for people who [TS]

◼   ► follow Apple and understand Apple it's [TS]

◼   ► frustrating to us that other people [TS]

◼   ► don't understand apples well we want to [TS]

◼   ► explain though so this is why Apple is [TS]

◼   ► doing this as soon as you write that [TS]

◼   ► they go oh you know everything you wrote [TS]

◼   ► that you must support I'm just [TS]

◼   ► explaining to you what what happens [TS]

◼   ► reasoning is you know what I mean [TS]

◼   ► now you can also mix that with [TS]

◼   ► disagreement or agreement but the just [TS]

◼   ► the explanation of the strategy doesn't [TS]

◼   ► really imply one of the one or the other [TS]

◼   ► and reading that reminded me of an [TS]

◼   ► article I wrote back in April for our [TS]

◼   ► stack they're called apples wager and it [TS]

◼   ► was about it there was a me explaining [TS]

◼   ► what I think Apple is doing and then at [TS]

◼   ► the end I did offer my pain and said [TS]

◼   ► what you know this strategy has some [TS]

◼   ► potential downsides and this was about [TS]

◼   ► getting developers to develop for iOS [TS]

◼   ► and you know that I was stuff app store [TS]

◼   ► or locking developers into a single [TS]

◼   ► platform of her distribution and [TS]

◼   ► applying all these rules of them and [TS]

◼   ► stuff like that [TS]

◼   ► and here's a quote from that article is [TS]

◼   ► anything that has a chance of slowing [TS]

◼   ► down the progress of the platform simply [TS]

◼   ► has to go and the best way Apple knows [TS]

◼   ► to ensure that the platform progresses [TS]

◼   ► is by controlling its own destiny in [TS]

◼   ► every way that it's can that it can this [TS]

◼   ► is a general statement about Apple that [TS]

◼   ► could apply to anything it was [TS]

◼   ► specifically talking about then you know [TS]

◼   ► why does Apple exert such control over [TS]

◼   ► its development platform they even [TS]

◼   ► though it pisses off developers you know [TS]

◼   ► developer tater why would they do that [TS]

◼   ► it's because Apple wants to advance and [TS]

◼   ► stay ahead and it wants to be you know [TS]

◼   ► it wants to make sure its platform stays [TS]

◼   ► ahead of its competitors and it wants to [TS]

◼   ► change rapidly an apples big thing in [TS]

◼   ► recent decades has been [TS]

◼   ► the fastest way we can make progress is [TS]

◼   ► by making sure we control our own [TS]

◼   ► destiny in every possible way that's so [TS]

◼   ► we need the power to to change to [TS]

◼   ► enforce to make you know to bend things [TS]

◼   ► to our will without having to go through [TS]

◼   ► committees or processes or a negotiation [TS]

◼   ► with the community nor anything like [TS]

◼   ► that because the most important thing [TS]

◼   ► and this is why I was called apples [TS]

◼   ► wager they were betting that the most [TS]

◼   ► important thing is to advance their [TS]

◼   ► platform quickly quickly quickly [TS]

◼   ► even if along the way you're pissing [TS]

◼   ► people off because that's just that's [TS]

◼   ► just the cost of progress and it's a bet [TS]

◼   ► that's saying we're going to piss people [TS]

◼   ► off like crazy but we're doing that [TS]

◼   ► because we think we really need to have [TS]

◼   ► control and that's the way we're going [TS]

◼   ► to win in the end and it's a risky wager [TS]

◼   ► as I say and the end of the article [TS]

◼   ► because it's very easy to think [TS]

◼   ► everything's going along swimmingly [TS]

◼   ► right up to the point where everyone [TS]

◼   ► freaks out revolts on so Apple has been [TS]

◼   ► balancing that pretty well but this is [TS]

◼   ► very similar with the ebooks thing you [TS]

◼   ► know the best way it knows to ensure [TS]

◼   ► platform progress is by controlling its [TS]

◼   ► own destiny in every way that it can [TS]

◼   ► well it's doing the same thing in the [TS]

◼   ► e-book market it's got it wants to you [TS]

◼   ► know as Gruber said if you know if you [TS]

◼   ► and the public change do you think you [TS]

◼   ► know it's too annoying for you to [TS]

◼   ► support multiple formats just do [TS]

◼   ► everything on the iBook store it's the [TS]

◼   ► same thing with iOS you want to do it [TS]

◼   ► make a cross-platform app using flash [TS]

◼   ► you know so you can develop one mobile [TS]

◼   ► app and deploy on all the mobile [TS]

◼   ► platforms no tough luck you can't do [TS]

◼   ► that yeah we're making you do a totally [TS]

◼   ► separate native application for iOS if [TS]

◼   ► you just want to support for one [TS]

◼   ► platform just develop for iOS like [TS]

◼   ► that's does not sound familiar that's [TS]

◼   ► that's you could replace iBook star with [TS]

◼   ► iOS in that conclusion the grouper head [TS]

◼   ► would be exactly the same thing it's not [TS]

◼   ► our it's not our problem that you have [TS]

◼   ► to support 10 different mobile platforms [TS]

◼   ► if you just want to support one we want [TS]

◼   ► to make it so ours is the only one you [TS]

◼   ► have to support if you don't like it you [TS]

◼   ► know well that's your promise not our [TS]

◼   ► problem where we are advancing our [TS]

◼   ► platform we have demands this is the way [TS]

◼   ► things have to be and I think I talked [TS]

◼   ► about that in the last show I don't [TS]

◼   ► think I think their position is much [TS]

◼   ► stronger in iOS than it isn't in the the [TS]

◼   ► e-book business and I mean like that [TS]

◼   ► they're much more able to say you just [TS]

◼   ► want to make one mobile app that web app [TS]

◼   ► fine make it for iOS because they can [TS]

◼   ► say well iOS is where you make all the [TS]

◼   ► money and iOS customers [TS]

◼   ► than Android customers because they [TS]

◼   ► spend more like you know we have a huge [TS]

◼   ► installed base we can make you lots of [TS]

◼   ► money this is even if it's not going to [TS]

◼   ► be the only platform you support it [TS]

◼   ► should be the first for these very [TS]

◼   ► concrete reasons whereas in you know [TS]

◼   ► ebooks that's not you can't make that [TS]

◼   ► pitch as well you can say hey you should [TS]

◼   ► only distribute your ebook for the iBook [TS]

◼   ► store because we sell the most books [TS]

◼   ► while they don't well because people [TS]

◼   ► make the most money something through us [TS]

◼   ► I don't think they do because I think [TS]

◼   ► this is a volume business and Amazon has [TS]

◼   ► matched their rates you know they're not [TS]

◼   ► the market leader there let's see I [TS]

◼   ► think I have some stuff out of order [TS]

◼   ► here um you want a minute to to research [TS]

◼   ► it I can do our first sponsor that's a [TS]

◼   ► good idea [TS]

◼   ► my node these are these guys my note I [TS]

◼   ► got to get to this app if you're not [TS]

◼   ► using it and it's an intuitive mind map [TS]

◼   ► you would love that all this is so you [TS]

◼   ► this is perfect for you it's an [TS]

◼   ► intuitive mind mapping tool for Mac and [TS]

◼   ► for iOS so whether you're you're [TS]

◼   ► brainstorming for your next project [TS]

◼   ► you're organizing your show notes for [TS]

◼   ► hypercritical you're organizing your [TS]

◼   ► life you're planning your vacation [TS]

◼   ► something you never do because you don't [TS]

◼   ► you don't go on vacation but other [TS]

◼   ► people do this isn't my note is what you [TS]

◼   ► want to try here lets you collect [TS]

◼   ► structure and expand your ideas it has a [TS]

◼   ► built in Dropbox sinking it has built-in [TS]

◼   ► Wi-Fi sharing your biggest ideas they [TS]

◼   ► can go anywhere your iPhone goes or in [TS]

◼   ► your case your iPod touch I still think [TS]

◼   ► of it like the mind note easy mind [TS]

◼   ► mapping it's for Mac it's for iPad it's [TS]

◼   ► for iPhone you go to mind know.com and [TS]

◼   ► that's that's where everything is so [TS]

◼   ► please go there please check it out [TS]

◼   ► great sponsor and these guys are just [TS]

◼   ► great it's a good really just the best [TS]

◼   ► app go check it out my note com use this [TS]

◼   ► John I do not but I should check it out [TS]

◼   ► check it hurt anything that has mined in [TS]

◼   ► the title I immediately think it's some [TS]

◼   ► sort of thing from Star Trek it's going [TS]

◼   ► to do a mind-meld with me gonna augment [TS]

◼   ► my mind [TS]

◼   ► Vulcan Vulcan mind-meld well I had [TS]

◼   ► things all out of water on these things [TS]

◼   ► alright one one individual note here [TS]

◼   ► from McKay Thomas I hope it's really I [TS]

◼   ► really hope it's not Thomas we [TS]

◼   ► okay I think a Thomas it's a nice a nice [TS]

◼   ► blog post he wrote called high schools [TS]

◼   ► are step one of two and he's what he [TS]

◼   ► thinks of Apple strategy is that they [TS]

◼   ► understand the the entrenched power [TS]

◼   ► infrastructure surrounding university [TS]

◼   ► bookstores and selling books to colleges [TS]

◼   ► like there are people there who are [TS]

◼   ► making a lot of money who really don't [TS]

◼   ► want someone else coming in and taking [TS]

◼   ► any of that money and there's a much [TS]

◼   ► lower barrier to entry in terms of [TS]

◼   ► entrenched commercial interest anyway [TS]

◼   ► although perhaps not government [TS]

◼   ► regulation for getting it to high [TS]

◼   ► schools because high schools you know at [TS]

◼   ► the very least high schools are always [TS]

◼   ► much more cash-strapped than [TS]

◼   ► universities public high schools we're [TS]

◼   ► talking about here and so they can say [TS]

◼   ► we're here to help we can get you [TS]

◼   ► something cheaper we can make we can [TS]

◼   ► make it your school look better because [TS]

◼   ► it'll be a high-tech and wizzy and we'll [TS]

◼   ► save you money on textbooks and that's [TS]

◼   ► that's a good pitch and the argument in [TS]

◼   ► this article is that a great part of the [TS]

◼   ► strategy is that you get the kids when [TS]

◼   ► they're young you get them used to the [TS]

◼   ► idea that oh I was in high school we got [TS]

◼   ► all our textbooks on the iPad and they [TS]

◼   ► were cool and Howell's neat stuff in it [TS]

◼   ► and I'm used to it and then I go to [TS]

◼   ► college and I have to go to this [TS]

◼   ► bookstore and pay 500 bucks at the [TS]

◼   ► beginning of every semester for these [TS]

◼   ► gigantic tomes or I got to buy used ones [TS]

◼   ► that are all written in and beat up I [TS]

◼   ► mean that that would be a big drop-off [TS]

◼   ► from the experience from their high [TS]

◼   ► school experience going to college you [TS]

◼   ► know I mean versus the current [TS]

◼   ► experiences of all our experiences when [TS]

◼   ► we were kids probably is you go to high [TS]

◼   ► school and maybe if you're lucky you get [TS]

◼   ► newish textbooks but usually they're [TS]

◼   ► used textbooks and people have written [TS]

◼   ► it and stuff and you're given them as [TS]

◼   ► beginning of the year and you got to lug [TS]

◼   ► them around to put them in your locker [TS]

◼   ► and then you give them back at the end [TS]

◼   ► of the year and then you go to college [TS]

◼   ► and it's like how you go to the fancy [TS]

◼   ► university bookstore and you can get [TS]

◼   ► brand new books really cause they're [TS]

◼   ► really expensive but they're filled with [TS]

◼   ► all the super advanced you know [TS]

◼   ► interesting knowledge it if it's not a [TS]

◼   ► step up and at the very least it's a [TS]

◼   ► lateral move but if you spend your [TS]

◼   ► entire high school career getting your [TS]

◼   ► curriculum through an iPad going to a [TS]

◼   ► college like that it's going to look bad [TS]

◼   ► and suddenly the incoming freshman at [TS]

◼   ► colleges are going to start looking on [TS]

◼   ► universities and saying well I give this [TS]

◼   ► one a demerit because they use the [TS]

◼   ► stupid old book system that [TS]

◼   ► understand and they don't know or care [TS]

◼   ► who makes the money off university [TS]

◼   ► textbooks all they know is that it was [TS]

◼   ► cooler in high school and so colleges [TS]

◼   ► will figure out well if we want to [TS]

◼   ► attract more incoming freshmen we should [TS]

◼   ► think about giving them what they expect [TS]

◼   ► in terms of you know electronic [TS]

◼   ► curriculum and we don't want to look [TS]

◼   ► worse than what they did high school [TS]

◼   ► this is kind of this reminded me kind of [TS]

◼   ► a B I don't know if it was a conscious [TS]

◼   ► strategy but an effective strategy of [TS]

◼   ► making c-level executives want to own [TS]

◼   ► iPhones even if they weren't allowed in [TS]

◼   ► the business because the IT people had [TS]

◼   ► it all locked down to blackberry and [TS]

◼   ► stuff like that yeah but the execs will [TS]

◼   ► buy iPhones and say I don't care I'm [TS]

◼   ► your boss let this fall in the network [TS]

◼   ► letting it work they can figure it out [TS]

◼   ► yeah and it's like a backdoor in because [TS]

◼   ► they didn't want it one way to come out [TS]

◼   ► it would be like to go to the IT people [TS]

◼   ► and say I know you love blackberry but [TS]

◼   ► what can we do to help you consider [TS]

◼   ► deploying iPhones and so well it's got a [TS]

◼   ► physical keyboard and gotta do this it's [TS]

◼   ► got to be that man you know they did [TS]

◼   ► address those needs with not a physical [TS]

◼   ► keyboard but like the remote wipe and [TS]

◼   ► the exchange support like they did that [TS]

◼   ► but the other strategy probably work [TS]

◼   ► just as well if not better I'm just [TS]

◼   ► making a phone that everybody wants [TS]

◼   ► especially you know people with a lot of [TS]

◼   ► money wouldn't you know launch at six [TS]

◼   ► hundred bucks or whatever it's a fancy [TS]

◼   ► luxury item and once those guys get it [TS]

◼   ► it kind of trickles down well this is [TS]

◼   ► kind of like a trickle up get them get [TS]

◼   ► them all they're young and this is like [TS]

◼   ► the backdoor into getting into [TS]

◼   ► universities just like giving the execs [TS]

◼   ► was the back door getting into the [TS]

◼   ► enterprise with the iPhone and speaking [TS]

◼   ► of strategy a couple people brought this [TS]

◼   ► up and I had it in my oats for last show [TS]

◼   ► and somehow missed it probably because [TS]

◼   ► it was just a single line item and I [TS]

◼   ► have too many damn notes I wrote an [TS]

◼   ► article last year called the Apple [TS]

◼   ► strategy tax and this was a sort of a [TS]

◼   ► specific case of the general idea of a [TS]

◼   ► strategy tax which I first read about [TS]

◼   ► from Joel Spolsky [TS]

◼   ► the idea is that a strategy tax is when [TS]

◼   ► a company that does lots of things can't [TS]

◼   ► do one thing that it's doing as well as [TS]

◼   ► it could possibly do it because doing [TS]

◼   ► that one thing really well would hurt [TS]

◼   ► some other part of its business I think [TS]

◼   ► one of the examples again it was like [TS]

◼   ► when Internet Explorer was getting rich [TS]

◼   ► text editing capabilities like all you [TS]

◼   ► have you have a text box in a web [TS]

◼   ► browser [TS]

◼   ► but we don't want to make the text box [TS]

◼   ► too powerful because then it's they were [TS]

◼   ► so afraid that the web would like [TS]

◼   ► replace Microsoft Word you know sort of [TS]

◼   ► like a Google Docs I think so the [TS]

◼   ► strategy text there was you'd said telly [TS]

◼   ► I 18 don't don't spend too much time [TS]

◼   ► making the rich text editing [TS]

◼   ► capabilities of ie super awesome I mean [TS]

◼   ► you can make them good but don't make [TS]

◼   ► them too good this I don't know this [TS]

◼   ► actually happened this is just an [TS]

◼   ► example of like what what would examples [TS]

◼   ► like a conflict of interest across the [TS]

◼   ► organization where you're you're [TS]

◼   ► fighting with one hand tied behind your [TS]

◼   ► back with you so afraid of hurting some [TS]

◼   ► other part of your business and this [TS]

◼   ► comes up because iBooks Author [TS]

◼   ► conceit you could you could look at if [TS]

◼   ► you look at a certain way is another [TS]

◼   ► victim of strategy tax because if the [TS]

◼   ► iBooks Author team it really depends on [TS]

◼   ► what their goal was like this gets into [TS]

◼   ► semantics but if you were to assume that [TS]

◼   ► the iBooks Author team their goal was to [TS]

◼   ► make an awesome electronic publishing [TS]

◼   ► editing application and Apple didn't [TS]

◼   ► sell books and Apple didn't have any you [TS]

◼   ► know sort of a vested interest in their [TS]

◼   ► like say they were an independent [TS]

◼   ► company you would think that they would [TS]

◼   ► make an application they would they [TS]

◼   ► would be more of a recognition of the [TS]

◼   ► market as it exists you know where [TS]

◼   ► Amazon Kindle is the the dominant [TS]

◼   ► platform they have prior Terry format [TS]

◼   ► and you can kind of target that and then [TS]

◼   ► there's epub which is the open standard [TS]

◼   ► right instead iBooks Author is 100% [TS]

◼   ► focused on Apple Store making stuff that [TS]

◼   ► can only be sold an Apple Store an Apple [TS]

◼   ► special format and it doesn't look like [TS]

◼   ► the application that would have been [TS]

◼   ► made by an independent party and [TS]

◼   ► strategy tax is that don't do anything [TS]

◼   ► that strengthens our competitors because [TS]

◼   ► we have a book store and if you make an [TS]

◼   ► application it makes it really easy to [TS]

◼   ► put things in the Kindle book store that [TS]

◼   ► doesn't help us like you're hurting us [TS]

◼   ► there don't we we have a vested interest [TS]

◼   ► we have we have our own store and you [TS]

◼   ► can't just make a generic application [TS]

◼   ► now like I said that's kind of cement [TS]

◼   ► because you can say well maybe the teams [TS]

◼   ► that wasn't the team's goal the team [TS]

◼   ► goal was not to make a generic you know [TS]

◼   ► as Gruber saying the team's goal was [TS]

◼   ► admit to make a really great application [TS]

◼   ► to make it easier to target our store so [TS]

◼   ► maybe in fact the entire purpose of the [TS]

◼   ► iBooks Author application was as an [TS]

◼   ► adjunct to the iBook store strategy and [TS]

◼   ► not an independent application but [TS]

◼   ► clearly there's [TS]

◼   ► the oh I filled as a strategy tax [TS]

◼   ► because there's something preventing [TS]

◼   ► Apple from making an application that a [TS]

◼   ► lot of people would want and that thing [TS]

◼   ► is a vested interest in something [TS]

◼   ► different you know what I mean [TS]

◼   ► a vested interest in something different [TS]

◼   ► yeah like because it if they were just [TS]

◼   ► saying people you know a electronic book [TS]

◼   ► editing application people want that [TS]

◼   ► let's make it they said no no no we [TS]

◼   ► think goal in mind yeah we have a store [TS]

◼   ► we have to support our store you know [TS]

◼   ► we're not out to solve the customers [TS]

◼   ► problem the customer customers going to [TS]

◼   ► say their problem is it's such a pain to [TS]

◼   ► electronically publish stuff oh we don't [TS]

◼   ► you know Apple says well that's not the [TS]

◼   ► problem we're interested in solving our [TS]

◼   ► problem is the iBookstore isn't selling [TS]

◼   ► ten times more books in amazon so how do [TS]

◼   ► we solve that problem and that's not a [TS]

◼   ► customer problem that's an apple problem [TS]

◼   ► you know what I mean and when a company [TS]

◼   ► is solving its own problem it's harder [TS]

◼   ► to pitch customers on why that's such an [TS]

◼   ► awesome thing when they've got existing [TS]

◼   ► problem they want salt now again Apple [TS]

◼   ► thinks that this is the best strategy [TS]

◼   ► similarly as always buy OS where Apple [TS]

◼   ► was saying we need we need a total [TS]

◼   ► control and if it's a big problem for [TS]

◼   ► you developers tough luck because we [TS]

◼   ► think in the end if we do this our [TS]

◼   ► platform will be so much more successful [TS]

◼   ► and customers will love it so much more [TS]

◼   ► that's eventually good for you that our [TS]

◼   ► customers will spend money that will [TS]

◼   ► grow the base that will send sell tons [TS]

◼   ► of iPhones so just just hang on [TS]

◼   ► developers I know it kind of sucks for [TS]

◼   ► you and it's annoying but when the [TS]

◼   ► checks come at the end of the month or [TS]

◼   ► quarter or over Apple pays you'll be [TS]

◼   ► happy about it but in the iBooks Author [TS]

◼   ► case maybe they're trying that same [TS]

◼   ► strategy but I don't know I don't I [TS]

◼   ► don't think their position is strong I [TS]

◼   ► think you mentioned it when you're [TS]

◼   ► talking about this on the talk show one [TS]

◼   ► of the reasons that we think people [TS]

◼   ► might people tend to prefer the Kindle [TS]

◼   ► format is because you can read it [TS]

◼   ► anywhere I don't know any device that [TS]

◼   ► you have any device that you have you [TS]

◼   ► can pretty much get the Kindle app for [TS]

◼   ► Mac iPhone Kindle obviously yeah and and [TS]

◼   ► they an Amazon introduced the Kindle [TS]

◼   ► Fire which is a tablet but what they [TS]

◼   ► didn't do was say well now that we've [TS]

◼   ► got the Kindle Fire you can't read [TS]

◼   ► Kindle books on the iPad right and that [TS]

◼   ► people were talking about that like GG's [TS]

◼   ► when Amazon comes out with this Kindle [TS]

◼   ► Fire thing that's some [TS]

◼   ► like an iPad are they going to still let [TS]

◼   ► the Kindle app be on the iPad so far [TS]

◼   ► looks like they are maybe that will [TS]

◼   ► change someday but I don't seems to be [TS]

◼   ► integral to it's kind of like Netflix [TS]

◼   ► dragging Netflix is on everything you [TS]

◼   ► buy a set of speakers for your computer [TS]

◼   ► they probably constrain Netflix right [TS]

◼   ► they'd clear you know everything to [TS]

◼   ► stream Netflix and Amazon is said do you [TS]

◼   ► have a device that conceivably read [TS]

◼   ► Kindle books we'll put some app on maybe [TS]

◼   ► it's a crappy app like the Kindle reader [TS]

◼   ► for the Mac is not a great application [TS]

◼   ► but you can read them on your Mac you [TS]

◼   ► can read them on your PC you can read [TS]

◼   ► them on all the Kindles you can read [TS]

◼   ► them on the iPad I'm assuming those [TS]

◼   ► Android versions of these things - they [TS]

◼   ► just want people to be able to read [TS]

◼   ► their stuff that's a very different [TS]

◼   ► strategy than Apple's um so what what [TS]

◼   ► might I have missed in my pessimistic [TS]

◼   ► assessment of iBooks Author [TS]

◼   ► I think the biggest thing that many [TS]

◼   ► people pointed out and I think they're [TS]

◼   ► right is that when I was speaking of the [TS]

◼   ► whole idea that if you're not the market [TS]

◼   ► leader you should rally behind an open [TS]

◼   ► format [TS]

◼   ► Amazon is the market leader in [TS]

◼   ► electronic books in general but are they [TS]

◼   ► the market leader in electronic [TS]

◼   ► textbooks probably not so if you [TS]

◼   ► subdivide and you say ignoring who's the [TS]

◼   ► leader in electronic books there is no [TS]

◼   ► strong you know single competent leader [TS]

◼   ► and electronic textbooks and Apple wants [TS]

◼   ► to be that leader so it doesn't really [TS]

◼   ► matter that Kindle has come is dominant [TS]

◼   ► and selling you know fiction and [TS]

◼   ► nonfiction books to any users we're [TS]

◼   ► talking about the education market you [TS]

◼   ► know and you know they don't control the [TS]

◼   ► date this is where it gets weird is [TS]

◼   ► because the I don't I don't know who [TS]

◼   ► really understands the education market [TS]

◼   ► I mean Apple you explained already why [TS]

◼   ► they want that inroad and it makes sense [TS]

◼   ► you know the kids they learn it they [TS]

◼   ► come up but do you think to say that [TS]

◼   ► they understand it or to jump in and say [TS]

◼   ► that they control it you know I'm [TS]

◼   ► talking about well as jobs told Isaacson [TS]

◼   ► in the biography that anyone who's an [TS]

◼   ► outsider who looked at the market for [TS]

◼   ► textbooks sees dysfunction they see you [TS]

◼   ► know obviously that the local school [TS]

◼   ► boards and the government [TS]

◼   ► stuff like that but they also see [TS]

◼   ► entrenched interests that are used to [TS]

◼   ► selling you big stacks of paper for lots [TS]

◼   ► of money that aren't I don't say that [TS]

◼   ► aren't competent but that aren't [TS]

◼   ► enthusiastic about about going digital [TS]

◼   ► or even if they are enthusiastic are not [TS]

◼   ► very good at it because these are book [TS]

◼   ► companies that print paper books and [TS]

◼   ► it's not an easy transition for them to [TS]

◼   ► to change it's kind of like the record [TS]

◼   ► labels where even if there's people [TS]

◼   ► inside the record label sugreev digital [TS]

◼   ► music was the future they weren't [TS]

◼   ► equipped they didn't have software [TS]

◼   ► development departments they had no [TS]

◼   ► platform they they didn't understand the [TS]

◼   ► web they didn't you know it just wasn't [TS]

◼   ► their business so if you're looking from [TS]

◼   ► the outside you're like boy these bozos [TS]

◼   ► they're not going to figure it out [TS]

◼   ► so Apple's thinking well geez we've got [TS]

◼   ► all the skill set to be to be the big [TS]

◼   ► dog in this scenario so let's go in [TS]

◼   ► there let's be the big dog you know I [TS]

◼   ► and the the biggest strength that a lot [TS]

◼   ► of people brought up as they said Apple [TS]

◼   ► you know Amazon's not the leader in [TS]

◼   ► textbooks so maybe Apple could be and [TS]

◼   ► the bar is really really low because it [TS]

◼   ► would regardless of what Apple does with [TS]

◼   ► locking you into one form and all this [TS]

◼   ► stuff the the consensus is the [TS]

◼   ► competition the existing competition and [TS]

◼   ► any potential competition is probably [TS]

◼   ► going to be much much worse in terms of [TS]

◼   ► quality and that's apples big strengths [TS]

◼   ► they're going to say like oh so fine go [TS]

◼   ► ahead you rally around an open forum [TS]

◼   ► that you guys couldn't program you at a [TS]

◼   ► paperback you don't understand platforms [TS]

◼   ► you can't make a nice application you [TS]

◼   ► know look at all the existing open epub [TS]

◼   ► readers they're not made to the level of [TS]

◼   ► quality and fit and finish that that [TS]

◼   ► Apple's tools are and I think Marco saw [TS]

◼   ► Microsoft I think Apple is probably not [TS]

◼   ► even afraid of the big people like [TS]

◼   ► Microsoft and Adobe but they're gonna [TS]

◼   ► say oh those those guys they don't know [TS]

◼   ► how to make a great application that [TS]

◼   ► people love to use right Apple really [TS]

◼   ► believes in its strengths in you know [TS]

◼   ► that they can make a better product than [TS]

◼   ► everybody else and even if they do [TS]

◼   ► things that customers don't like they [TS]

◼   ► say but we're still better than the [TS]

◼   ► competition and what I heard from the [TS]

◼   ► people who seem to be in the education [TS]

◼   ► world is that the existing products are [TS]

◼   ► terrible it was really really terribly [TS]

◼   ► asserting electronic textbook products [TS]

◼   ► like they're better than nothing but [TS]

◼   ► they're not Apple quality so it's a [TS]

◼   ► question it's a question of what the [TS]

◼   ► value system is is the value system of [TS]

◼   ► the people making these decisions about [TS]

◼   ► electronic textbook publishing are they [TS]

◼   ► going to value those applicants quality [TS]

◼   ► of the [TS]

◼   ► elect the polish ease-of-use how easy it [TS]

◼   ► is to do something fancy you know all [TS]

◼   ► the things that that there Apple [TS]

◼   ► strengths are they going to value that [TS]

◼   ► over not being locked into a single [TS]

◼   ► vendor not being locked into a single [TS]

◼   ► platform you know being having a more a [TS]

◼   ► workflow that allows this content to be [TS]

◼   ► viewed and places other than iPads and [TS]

◼   ► as a lot of people were chastising me [TS]

◼   ► for being so fast pessimistic I think [TS]

◼   ► one of the things they may have been [TS]

◼   ► missing maybe if they're not longtime [TS]

◼   ► listeners or hadn't done in context [TS]

◼   ► which in a head is that just because I [TS]

◼   ► think apples done a lot of things wrong [TS]

◼   ► with iBooks Author it doesn't mean I [TS]

◼   ► don't think they're still the best the [TS]

◼   ► best example that is TiVo which I [TS]

◼   ► complain about endlessly and yet still [TS]

◼   ► say they are still the best DVR that [TS]

◼   ► I've used so you can you can be making [TS]

◼   ► terrible mistakes and be truly awful on [TS]

◼   ► many fronts just like TiVo but you can [TS]

◼   ► still be the best in the market that's a [TS]

◼   ► not a that's not a great win like you're [TS]

◼   ► gonna say boy we're the dominant text [TS]

◼   ► book publisher because we're not as [TS]

◼   ► sucky as everybody else it's hard it's [TS]

◼   ► hard to get behind that and and be proud [TS]

◼   ► of it you'd rather be proudest like we [TS]

◼   ► are the best you know we make the best [TS]

◼   ► digital music player and it's not [TS]

◼   ► because not just because everyone else [TS]

◼   ► sucks [TS]

◼   ► iPods legitimately are cool and also [TS]

◼   ► when people love them versus well people [TS]

◼   ► really don't like that EULA that we did [TS]

◼   ► and they really hate being confined to [TS]

◼   ► the iPad but everyone else sucks worse [TS]

◼   ► so we're going to get that market that's [TS]

◼   ► not that's not a clean victory in my [TS]

◼   ► book the other thing I talked about and [TS]

◼   ► I I was right actually referencing the [TS]

◼   ► tweets of Glenn Fleischmann when I said [TS]

◼   ► it and he later wrote an article about [TS]

◼   ► it I don't know if I did a reference [TS]

◼   ► article in the show I think it was being [TS]

◼   ► published on the same time it's called [TS]

◼   ► apples textbook plan feels like a blast [TS]

◼   ► from the past and he was echoing my [TS]

◼   ► feelings that we've seen this type of [TS]

◼   ► pitch before about textbooks and how if [TS]

◼   ► you fill in with wizzy graphics and full [TS]

◼   ► motion video and stuff that students [TS]

◼   ► will be engaged and that's what the [TS]

◼   ► problem with education is and you know [TS]

◼   ► interactive multimedia cd-rom wizzy [TS]

◼   ► graphics will solve our education [TS]

◼   ► problems and everyone came down on me [TS]

◼   ► Anna these aren't like multimedia cd-rom [TS]

◼   ► this is totally different don't you [TS]

◼   ► understand the iPad makes it completely [TS]

◼   ► different I think I brought that up in [TS]

◼   ► the last show that yeah the thing that [TS]

◼   ► the one thing that is different in this [TS]

◼   ► is that leave the vehicle the I don't [TS]

◼   ► know what you call the the platform is [TS]

◼   ► the iPad and as we've seen you would [TS]

◼   ► think also what it's on a touchscreen so [TS]

◼   ► if we take the same pictures that are on [TS]

◼   ► a PC screen put them on touchscreen [TS]

◼   ► suddenly it's different well yeah it [TS]

◼   ► actually is different that's something [TS]

◼   ► that a lot of people still haven't come [TS]

◼   ► to terms with but I think we've all use [TS]

◼   ► iPads enough to know that if there [TS]

◼   ► really is a real physical psychological [TS]

◼   ► physiological difference between you [TS]

◼   ► know consuming and used consuming [TS]

◼   ► content and using an iPad versus using a [TS]

◼   ► PC it makes a big difference especially [TS]

◼   ► for young people and especially in [TS]

◼   ► school so that is the big differentiator [TS]

◼   ► but the the Apple presentation which by [TS]

◼   ► the way I now have watched everyone [TS]

◼   ► yelled to me for not having watches I [TS]

◼   ► apologized last show I told I said I [TS]

◼   ► hadn't watched it yet but now I have [TS]

◼   ► watched it it didn't really change much [TS]

◼   ► for my opinions because as I said the [TS]

◼   ► last show I did watch the live blog of [TS]

◼   ► it so it's not like I didn't know what [TS]

◼   ► was presented but I actually watched the [TS]

◼   ► video all the way through and the video [TS]

◼   ► made a couple of allusions to the [TS]

◼   ► magical iPad experience but mostly [TS]

◼   ► pushed on look at these amazing videos [TS]

◼   ► look at these amazing pictures look at [TS]

◼   ► this interactivity look at you know and [TS]

◼   ► it was very especially when it's up in a [TS]

◼   ► presentation screen you know it's hard [TS]

◼   ► to differentiate in that context that [TS]

◼   ► this is something that people are [TS]

◼   ► touching versus something appearing on a [TS]

◼   ► screen on a PC screen but they were [TS]

◼   ► mostly leaning on sort of the old tired [TS]

◼   ► arguments that mostly been disproven [TS]

◼   ► about how computers and interactivity [TS]

◼   ► and video graphics will solve the [TS]

◼   ► problems of Education to make all kids [TS]

◼   ► smarter and make them pay attention in [TS]

◼   ► school and do better in tests and just [TS]

◼   ► everything so this Glenn flash Muraki [TS]

◼   ► lays out this argument and then people [TS]

◼   ► vociferously disagree with him as well [TS]

◼   ► you can see in the comments so here's a [TS]

◼   ► quote from somebody who's even more [TS]

◼   ► pessimistic about technology [TS]

◼   ► revolutionising education than Glenn or [TS]

◼   ► I says I used to think the technology [TS]

◼   ► could help education I probably [TS]

◼   ► spearheaded giving away more computer [TS]

◼   ► equipment to schools than anybody else [TS]

◼   ► in the planet but I've had to come to [TS]

◼   ► the inevitable conclusion that the [TS]

◼   ► problem is not one the technology can [TS]

◼   ► hope to solve what's [TS]

◼   ► wrong with education cannot be fixed [TS]

◼   ► with technology no amount of technology [TS]

◼   ► will make a dent [TS]

◼   ► that sounds pretty done pessimistic lay [TS]

◼   ► out the technologies helping education [TS]

◼   ► so that's a quote from Steve Jobs in [TS]

◼   ► February of 1996 obviously any time job [TS]

◼   ► says he although he said we're never [TS]

◼   ► gonna watch video and iPad he's just [TS]

◼   ► doing that thing this is 1996 before he [TS]

◼   ► even came back from Apple this was [TS]

◼   ► certainly not a ploy of like right I'm [TS]

◼   ► gonna say this quote to keep competitors [TS]

◼   ► away and I'm gonna come back to the [TS]

◼   ► company and then right before I die of [TS]

◼   ► cancer I'm gonna make my company you [TS]

◼   ► know a decade later I'm gonna make my [TS]

◼   ► company distribute textbook this was his [TS]

◼   ► legitimate opinion after having spent a [TS]

◼   ► long time he really bought into the the [TS]

◼   ► you know the hype and you can't blame [TS]

◼   ► the first time around like we knew the [TS]

◼   ► Apple twos were coming out well personal [TS]

◼   ► computers in the school this is gonna [TS]

◼   ► revolutionize education we're going to [TS]

◼   ► give these computers after the school [TS]

◼   ► and boy it's going to be a bicycle for [TS]

◼   ► the mind and everything's going to take [TS]

◼   ► off and it's going to revolutionize the [TS]

◼   ► way we learn and he saw that it didn't [TS]

◼   ► and he came to the conclusion by 1996 [TS]

◼   ► that what's wrong with education cannot [TS]

◼   ► be fixed with technology no amount of [TS]

◼   ► technology will make a dent they did not [TS]

◼   ► put this quote up on the screen [TS]

◼   ► surprisingly during the education [TS]

◼   ► presentation I don't say all right why [TS]

◼   ► wouldn't they do that and I think if you [TS]

◼   ► brought Steve Jobs on the stage he would [TS]

◼   ► agree with a statement again mostly what [TS]

◼   ► Apple is trying to do with with iBooks [TS]

◼   ► Author is not not to fix education with [TS]

◼   ► technology to fix education to fix a [TS]

◼   ► part of education that's that's not [TS]

◼   ► optimal the whole textbook industry of [TS]

◼   ► how you know it's just the same way [TS]

◼   ► physical media was not optimal [TS]

◼   ► distributing music on CD was not optimal [TS]

◼   ► and doing it digitally is much better [TS]

◼   ► cutting out middlemen the advantages of [TS]

◼   ► digital or physical products things that [TS]

◼   ► the digital content can do that physical [TS]

◼   ► media cannot do so this is taking a part [TS]

◼   ► of Education it's not as efficient as it [TS]

◼   ► could be in trying to make it more [TS]

◼   ► efficient especially when you've got [TS]

◼   ► entrenched interests who are like [TS]

◼   ► resisting move to digital because they [TS]

◼   ► want to keep making money on their paper [TS]

◼   ► textbooks and all that business it it's [TS]

◼   ► not you know it that it would have been [TS]

◼   ► more honest for them to instead of that [TS]

◼   ► presentation saying oh look at all these [TS]

◼   ► great cool things textbook there would [TS]

◼   ► be more honest to say I'm going to go a [TS]

◼   ► blow-by-blow through how sick and [TS]

◼   ► dysfunctional the [TS]

◼   ► and textbook industry is you can't kind [TS]

◼   ► of do that when you're on stage [TS]

◼   ► partnering with the biggest tech [TS]

◼   ► manufacturers in the United States you [TS]

◼   ► know I mean but that would have been I [TS]

◼   ► think that would have been a more if you [TS]

◼   ► really wanted to know what was behind [TS]

◼   ► Steve Jobs in particular his idea that [TS]

◼   ► this mark that they need to enter this [TS]

◼   ► market is that the market is messed up [TS]

◼   ► it's not it's not the way it should be [TS]

◼   ► it's like they didn't all mobile phones [TS]

◼   ► were crappy all smartphones were crappy [TS]

◼   ► there was you know music CDs were kind [TS]

◼   ► of annoying to use that there are places [TS]

◼   ► and that they see there's a problem in [TS]

◼   ► the world may say well we have the [TS]

◼   ► technology to fix this there's no reason [TS]

◼   ► this has to be crappy like this and the [TS]

◼   ► only reason it's staying crap is because [TS]

◼   ► these people are just dragging their [TS]

◼   ► feet so let's get them to move along [TS]

◼   ► either by attacking them or partnering [TS]

◼   ► them or doing both at once you're doing [TS]

◼   ► a judo move or whatever on them so they [TS]

◼   ► can't get up there and say and really [TS]

◼   ► explain here's why we're entering this [TS]

◼   ► market because it's a big hairy mess and [TS]

◼   ► we think we can fix it they have to [TS]

◼   ► present it another way but by the way [TS]

◼   ► they chose to present it did have a lot [TS]

◼   ► of that rehashing of old tired arguments [TS]

◼   ► about interactivity and video and [TS]

◼   ► everything revolutionising education and [TS]

◼   ► that comes off looking like you're [TS]

◼   ► saying that technology will fix [TS]

◼   ► education even that's not what they said [TS]

◼   ► but that that's what that's the [TS]

◼   ► impression it gives you know and that's [TS]

◼   ► the Prince Glen's big objection my big [TS]

◼   ► objection it's kind of like fetishizing [TS]

◼   ► the artifacts of Education like that [TS]

◼   ► it's not that these these iPads and [TS]

◼   ► these textbooks are what really matter [TS]

◼   ► in education and I was thinking of [TS]

◼   ► looking at that of why why do not why do [TS]

◼   ► I check to that what is it that I think [TS]

◼   ► is the real theory of Education I [TS]

◼   ► thought about Maslow's hot Maslow's [TS]

◼   ► hierarchy of needs have you heard of [TS]

◼   ► that you're a liberal arts education now [TS]

◼   ► is this you trying to trick me no you [TS]

◼   ► know murder murder lies I release tricks [TS]

◼   ► me I'll say Oh have you heard of this [TS]

◼   ► thing I'll say sure and then be like [TS]

◼   ► well I've just made it up oh yeah I [TS]

◼   ► remember when he got you on the the yeah [TS]

◼   ► he likes to focus in Berlin sir he [TS]

◼   ► principally said some other uncertainty [TS]

◼   ► yeah yeah he likes to try and trick [TS]

◼   ► people now is really Maslow's hierarchy [TS]

◼   ► of needs it's linked in Wikipedia in the [TS]

◼   ► show notes and I I think there's a [TS]

◼   ► hierarchy of needs in education that [TS]

◼   ► looks something like this people who are [TS]

◼   ► in education can quibble about the order [TS]

◼   ► that I put things but like what [TS]

◼   ► is the most important thing in education [TS]

◼   ► so number one I would say is physical [TS]

◼   ► safety this is similar to Maslow's [TS]

◼   ► hierarchy of needs a compressed version [TS]

◼   ► you have to feel safe at school the [TS]

◼   ► facilities can't be falling around on [TS]

◼   ► your head they have to have climate [TS]

◼   ► control like just the basics of you you [TS]

◼   ► feel safe at school your life is not in [TS]

◼   ► danger right just the ceiling is not [TS]

◼   ► gonna fall in you're not freezing to [TS]

◼   ► death that's number one I think everyone [TS]

◼   ► agrees in that it's kind of like why you [TS]

◼   ► start there done right the second one I [TS]

◼   ► would say was emotional safety where [TS]

◼   ► it's not just a safe environment [TS]

◼   ► physically but also a safe environment [TS]

◼   ► where you know bullying and the balance [TS]

◼   ► of positive and negative reinforcement [TS]

◼   ► from teachers and students that it's a [TS]

◼   ► place where you don't feel you're under [TS]

◼   ► attack and fearful emotionally are ways [TS]

◼   ► other than physical because so now [TS]

◼   ► you're now you're innocent citizen where [TS]

◼   ► you can actually potentially learn right [TS]

◼   ► and then the next one right after [TS]

◼   ► physical and emotional safety I think is [TS]

◼   ► good teachers class size is kind of [TS]

◼   ► wrapped up in this but in general I [TS]

◼   ► think that is the the third most [TS]

◼   ► important thing is who is up there [TS]

◼   ► teaching the material it's not the [TS]

◼   ► textbook it's not the material it's not [TS]

◼   ► the curriculum it's not what you have to [TS]

◼   ► learn it's good teachers because as we [TS]

◼   ► all know I think everyone has been [TS]

◼   ► through education one or two good [TS]

◼   ► teachers have a profound effect on your [TS]

◼   ► life in your future I think with urban [TS]

◼   ► studies of this of like these kids who [TS]

◼   ► had this one good teacher in like third [TS]

◼   ► grade [TS]

◼   ► had you know 20% higher income and more [TS]

◼   ► success in happiness in their adult life [TS]

◼   ► than these people who didn't have this [TS]

◼   ► one teacher you know it's huge huge [TS]

◼   ► effect I mean I left that like good [TS]

◼   ► parents and family life and stuff as I'm [TS]

◼   ► just focusing on things that the school [TS]

◼   ► can do itself so they can't they can't [TS]

◼   ► go in your house and make it right Paris [TS]

◼   ► obviously that has a massive influence [TS]

◼   ► as well but saying welcome to school do [TS]

◼   ► provide physical safety provide a safe [TS]

◼   ► emotional environment and have good [TS]

◼   ► teachers and then way way down at the [TS]

◼   ► bottom of this probably is education [TS]

◼   ► materials make sure you have you know [TS]

◼   ► good blackboards or computers or [TS]

◼   ► textbooks and stuff like that but that's [TS]

◼   ► that's so you know not only is it not [TS]

◼   ► number one I think it's down you know [TS]

◼   ► it's possibly the the lowest thing on [TS]

◼   ► the list because really if you think [TS]

◼   ► about those great teachers that you had [TS]

◼   ► do you remember like oh you know that [TS]

◼   ► teacher was great because they had a [TS]

◼   ► smart whiteboard [TS]

◼   ► we could draw on know like I mean it's [TS]

◼   ► because we're all old and we didn't have [TS]

◼   ► cool things like this but the materials [TS]

◼   ► you have how beat up your textbook is [TS]

◼   ► how good your textbook was whether [TS]

◼   ► you're forced to learn this thing in [TS]

◼   ► this grade and this thing that grade [TS]

◼   ► because some stupid change in curriculum [TS]

◼   ► that you don't have a control over it [TS]

◼   ► all comes down to you know physical [TS]

◼   ► safety emotional safety good teachers [TS]

◼   ► and that's why no amount of technology [TS]

◼   ► will make a dent because those other [TS]

◼   ► things are so much more important [TS]

◼   ► they're massively dominant in terms of [TS]

◼   ► the quality of education that if you [TS]

◼   ► have all those things you can give those [TS]

◼   ► people rocks and sticks and you know and [TS]

◼   ► and enforce on them a stupid curriculum [TS]

◼   ► with a crappy textbook and they would [TS]

◼   ► still produce students who understand [TS]

◼   ► material and are more successful you [TS]

◼   ► know and so this video where they can't [TS]

◼   ► this presentation where they can't come [TS]

◼   ► out and say this the textbook industry [TS]

◼   ► is messed up and that's why we've [TS]

◼   ► decided to enter it oh and by the way [TS]

◼   ► here all the people who messed it up and [TS]

◼   ► were going to partner with them since [TS]

◼   ► they can't say that I would have liked [TS]

◼   ► to have seen them acknowledge right up [TS]

◼   ► front the the idea that was in [TS]

◼   ► everybody's mind who was watching this [TS]

◼   ► is that this is all this business about [TS]

◼   ► technology fixing education it's not [TS]

◼   ► about that we think that we're not going [TS]

◼   ► to fix education I don't know how they [TS]

◼   ► could say it without throwing them [TS]

◼   ► without throw the textbook people under [TS]

◼   ► the bus but to to acknowledge the the [TS]

◼   ► counter-argument that that technology [TS]

◼   ► doesn't matter and to say we think was [TS]

◼   ► really important about education is not [TS]

◼   ► wizzy videos and cool graphics but we'll [TS]

◼   ► have them too but what really matters is [TS]

◼   ► and then they have to make some other [TS]

◼   ► kind of pitch about why this is [TS]

◼   ► different than all previous efforts to [TS]

◼   ► put technology into school so that maybe [TS]

◼   ► they were stuck we can rock in a hard [TS]

◼   ► place because there isn't a really [TS]

◼   ► strong argument there and certainly [TS]

◼   ► people like cool demos was when I was [TS]

◼   ► thinking that someone god I don't know [TS]

◼   ► if he the man himself sent to this to me [TS]

◼   ► I think you did Paul Anderson I think [TS]

◼   ► you're going to say state jobs now Paul [TS]

◼   ► Anderson a teacher in Montana I think he [TS]

◼   ► sent me this link himself it's a YouTube [TS]

◼   ► video what was the title of it um it's [TS]

◼   ► called no no no I got to go to my show [TS]

◼   ► it's like what while you do that I'll do [TS]

◼   ► our seconds so you're going [TS]

◼   ► to coordinate this I'm looking at every [TS]

◼   ► time I lose every time you lose track [TS]

◼   ► and you can't find your notes it's just [TS]

◼   ► it's a time to take a break there you go [TS]

◼   ► episode is also sponsored by source bits [TS]

◼   ► comm love I love these guys it's [TS]

◼   ► providing software design and [TS]

◼   ► development services for iOS Android Mac [TS]

◼   ► and the web sounds like everything right [TS]

◼   ► that's what that's what they focus on [TS]

◼   ► they focus on of course you just want an [TS]

◼   ► iOS app they'll make that for you you [TS]

◼   ► want an iOS app that has an Android [TS]

◼   ► equivalent and something that ties into [TS]

◼   ► the Mac and also has a web service they [TS]

◼   ► do all of those things they specialize [TS]

◼   ► in this now they'll do they'll do just [TS]

◼   ► the iOS app but a lot of the time if you [TS]

◼   ► heard this week's build and analyze you [TS]

◼   ► heard Marco talking about why Instapaper [TS]

◼   ► needs a web service you need a web [TS]

◼   ► service they'll build the whole thing [TS]

◼   ► bleeding edge technology is what these [TS]

◼   ► guys are all about they have a deep [TS]

◼   ► experience and they have one of the most [TS]

◼   ► important things a successful track [TS]

◼   ► record you bring them your idea they [TS]

◼   ► transform it into a functional tested [TS]

◼   ► visually stunning world-class app and [TS]

◼   ► they do it fast they save you money [TS]

◼   ► because they do it right the first time [TS]

◼   ► they know what they're doing it's [TS]

◼   ► cutting-edge stuff source bits calm [TS]

◼   ► longtime sponsor absolutely love these [TS]

◼   ► guys great guys I had a meeting with [TS]

◼   ► them last week great things coming in [TS]

◼   ► 2012 check them out source Fitz calm [TS]

◼   ► side let's find your playing find your [TS]

◼   ► notes on your place [TS]

◼   ► the title of this video and our boss the [TS]

◼   ► guy's name [TS]

◼   ► I was disorganized see I told you I can [TS]

◼   ► just imagine ode application in your [TS]

◼   ► office it's it's things stacked up [TS]

◼   ► papers everywhere Paul Andersen teacher [TS]

◼   ► in Montana it sent me this video called [TS]

◼   ► using game design to improve my [TS]

◼   ► classroom now gamification has a bad rep [TS]

◼   ► lately for anyone who's follows [TS]

◼   ► technology right when I say gamification [TS]

◼   ► I bet people the teeth go on edge like I [TS]

◼   ► all that gamification thing you know [TS]

◼   ► because it comes up in all the startup [TS]

◼   ► tech blogs and it's kind of like buzz [TS]

◼   ► wordy but mostly I think it's because [TS]

◼   ► unscrupulous companies have been using [TS]

◼   ► game theory to manipulate people for [TS]

◼   ► evil you know [TS]

◼   ► that's why people hate the idea of [TS]

◼   ► gamification or the word camera fication [TS]

◼   ► so farmville is a good example at least [TS]

◼   ► you know Zynga is the the poster boy for [TS]

◼   ► using gamification for evil or they have [TS]

◼   ► these these Facebook games that from a [TS]

◼   ► gamers perspective are not particularly [TS]

◼   ► fun or particularly good games but [TS]

◼   ► hammers so hard on the hot buttons of [TS]

◼   ► gamification that they end up [TS]

◼   ► manipulating millions of people into [TS]

◼   ► obsessively playing in these games when [TS]

◼   ► really what they're doing is you know it [TS]

◼   ► amounts more to work than to play and so [TS]

◼   ► someone made a parody game a long time [TS]

◼   ► ago maybe not that long was his name [TS]

◼   ► Ian Bogost there's an article about it [TS]

◼   ► and wire that I put in the show notes [TS]

◼   ► he made a parody game called cow clicker [TS]

◼   ► have you heard of this no I can't people [TS]

◼   ► have even debated putting in this [TS]

◼   ► they're talking about this it was like [TS]

◼   ► I'll surely ever insert a cow clicker [TS]

◼   ► but not everyone travels in gamer [TS]

◼   ► circles I guess GG p2m entry is very [TS]

◼   ► short and basically boils down pretty [TS]

◼   ► well for the wired article is more [TS]

◼   ► interesting magazine article talking [TS]

◼   ► about the person so this was he made [TS]

◼   ► this game in response to these you know [TS]

◼   ► Facebook Zynga type games where there's [TS]

◼   ► they're mostly just making you click at [TS]

◼   ► regular intervals and give them money [TS]

◼   ► and he said well let me just boil it [TS]

◼   ► down I'm going to make a game called cow [TS]

◼   ► clicker and so here's here's the [TS]

◼   ► functionality of the game distilled so [TS]

◼   ► you got a cow obviously and your cow can [TS]

◼   ► be clicked but you can only click your [TS]

◼   ► cow once every six hours but you can [TS]

◼   ► earn additional clicks and other items [TS]

◼   ► by spending this this in-game currency [TS]

◼   ► and players can collect more click what [TS]

◼   ► happens when you click it nothing I mean [TS]

◼   ► well you got to click and players can [TS]

◼   ► collect more clicks by inviting their [TS]

◼   ► friends into their pasture so this is [TS]

◼   ► like literally it's a clicking thing and [TS]

◼   ► it withholds your ability to click and [TS]

◼   ► you then need to do things to satisfy [TS]

◼   ► the game to get the ability to click [TS]

◼   ► again which is very similar to you know [TS]

◼   ► he's saying this is basically a farm [TS]

◼   ► bill is come back at this time click on [TS]

◼   ► these things click on your crops go [TS]

◼   ► click on you know that the whole thing [TS]

◼   ► is just you're getting sucked into this [TS]

◼   ► world [TS]

◼   ► you know eventually get you to buy [TS]

◼   ► virtual items you can do more things in [TS]

◼   ► this virtual world and it's not the many [TS]

◼   ► good articles I should have found some [TS]

◼   ► of them about how fundamentally [TS]

◼   ► different playing those type of games is [TS]

◼   ► than then what we consider actual play [TS]

◼   ► for enjoyment purposes and these games [TS]

◼   ► are successful because they take [TS]

◼   ► advantages take advantage of human [TS]

◼   ► nature to make it addictive and [TS]

◼   ► compelling you know this the social [TS]

◼   ► responsibility of your friends sends you [TS]

◼   ► a stupid fruit and now you feel that [TS]

◼   ► social obligation to respond to them in [TS]

◼   ► kind then you get involved in this world [TS]

◼   ► and really just if someone looks at the [TS]

◼   ► outside looking in saying you're going [TS]

◼   ► to wake up in the middle of the night [TS]

◼   ► and tap a bunch of things on your on [TS]

◼   ► your iPad screen and Facebook so that [TS]

◼   ► you can harvest your crops so that you [TS]

◼   ► won't lose those fruits that you but you [TS]

◼   ► know it's you start losing connection [TS]

◼   ► with reality that what you are you even [TS]

◼   ► having fun anymore so I can help but I [TS]

◼   ► have the sunk cost the phenomenon were [TS]

◼   ► you like well I'm invested now and I [TS]

◼   ► spent all this money and all this time [TS]

◼   ► and I can't let these crops go and I got [TS]

◼   ► to send these things these people in [TS]

◼   ► this person set you know Oh cow clicker [TS]

◼   ► is like fine we're gonna do a thing you [TS]

◼   ► click the damn cow and we're gonna make [TS]

◼   ► you want to click that cow like crazy [TS]

◼   ► we're gonna use all these game theory [TS]

◼   ► advancements and it's a supposed to be a [TS]

◼   ► satire - no more not a more sad harder [TS]

◼   ► than a parody to say to make people [TS]

◼   ► realize wake up people you know this is [TS]

◼   ► what you're doing in those Zynga games [TS]

◼   ► you were literally just just like this [TS]

◼   ► kick licking the cow and the wired story [TS]

◼   ► is about how cow clicker became [TS]

◼   ► fantastically popular and people loved [TS]

◼   ► it and they wanted to buy different cows [TS]

◼   ► and then what they were into it and they [TS]

◼   ► just they couldn't wait what so the cow [TS]

◼   ► the cow graphics like a cow sort of like [TS]

◼   ► stand a three-quarter view of a cow [TS]

◼   ► facing to the right uh he came out with [TS]

◼   ► the cow that faces to the left people [TS]

◼   ► went crazy oh my god every single cow [TS]

◼   ► face to the right until then but now [TS]

◼   ► there's a count of faces to left you [TS]

◼   ► want you know hit he could created a [TS]

◼   ► monster he was trying to make a satire [TS]

◼   ► and he found that it's not possible this [TS]

◼   ► attribute yeah make the satire that so [TS]

◼   ► efficiently pushed those same buttons if [TS]

◼   ► you were going up people didn't [TS]

◼   ► understand it was the party they wanted [TS]

◼   ► to do that cow clicker thing you can get [TS]

◼   ► the you know the golden cow the steel [TS]

◼   ► cow and you know just and literally just [TS]

◼   ► the cow that you click on so and he [TS]

◼   ► became quite depressed and upset about [TS]

◼   ► his inability to make a satire that [TS]

◼   ► people don't take literally uh and in [TS]

◼   ► 2011 finally he decided to have a cow [TS]

◼   ► apocalypse and remove all the cow in a [TS]

◼   ► cow rapture like basically killed he [TS]

◼   ► killed everybody's cow and they were all [TS]

◼   ► taken up to cow heaven uh and then so [TS]

◼   ► fans constantly rankings however you [TS]

◼   ► want you're gonna bring the cows back [TS]

◼   ► what can we do to get those cows back I [TS]

◼   ► want my you know so this is from the [TS]

◼   ► Wikipedia article and it's also in the [TS]

◼   ► wired article responding to a fans [TS]

◼   ► complained that the game was not a fun [TS]

◼   ► game after the cow rapture now now that [TS]

◼   ► the only thing in the game cat was gone [TS]

◼   ► and I can't click on it's not a fun game [TS]

◼   ► or he responded it wasn't very fun [TS]

◼   ► before either so this this is all I you [TS]

◼   ► should read the article about the cow [TS]

◼   ► clicker thing the wired article that I [TS]

◼   ► linked it's it's all kind of depressing [TS]

◼   ► and funny at the same time but this is [TS]

◼   ► why gamification gets a bad rap because [TS]

◼   ► of these companies that are using three [TS]

◼   ► but gamification can be used for good [TS]

◼   ► can definitely be used for good it's [TS]

◼   ► it's a power I think the the evil that's [TS]

◼   ► done with it shows what what a powerful [TS]

◼   ► tool it is and so some people are asking [TS]

◼   ► me well if you didn't want them to pitch [TS]

◼   ► you on you know this wizzy multimedia [TS]

◼   ► stuff with iBooks Author is going to [TS]

◼   ► make education better what should they [TS]

◼   ► have said I'm not saying this is what [TS]

◼   ► they should have said but this is one [TS]

◼   ► example of something that's at least a [TS]

◼   ► newer argument not a new argument but a [TS]

◼   ► newer argument than the the multimedia [TS]

◼   ► cd-rom computers in school Apple to [TS]

◼   ► revolutionize the world argument they [TS]

◼   ► could have said we believe that engaging [TS]

◼   ► students is not about wizzy graphics or [TS]

◼   ► cool you know diagrams although those [TS]

◼   ► can help too it's really about using [TS]

◼   ► game theory to help them learn and so [TS]

◼   ► this Paul Anderson video is a video [TS]

◼   ► explaining how he uses gamification and [TS]

◼   ► game theory to help his class to learn [TS]

◼   ► better this is AP biology class in high [TS]

◼   ► school so it the three tenants of game [TS]

◼   ► world that he outlines in begin the [TS]

◼   ► video is that like gaming school should [TS]

◼   ► be fun so that's easy to say everyone [TS]

◼   ► just say yes it's supposed to be fun [TS]

◼   ► it's like well yeah well how do you make [TS]

◼   ► it fun but he's laying it out there [TS]

◼   ► because games people mostly people agree [TS]

◼   ► the games are fun failure is commonplace [TS]

◼   ► occurrence and something that happens [TS]

◼   ► all the time and it's okay that happens [TS]

◼   ► in games right but you know not so much [TS]

◼   ► games but in real games part of the [TS]

◼   ► thing is that you can fail and you just [TS]

◼   ► try again and you fail and ride like [TS]

◼   ► it's a consequence free environment for [TS]

◼   ► for learning now you may be what you're [TS]

◼   ► learning is how to time to jump [TS]

◼   ► particularly well it's land on a [TS]