As I think more about this, I have a new theory:

• Advertising is mostly aimed at the “average” for maximum coverage.
• Neurodivergent people are not average.
• Neurodiversity in tech is higher than in the general population.
• Therefore, lots of tech people are accustomed to advertising that is at best aimed elsewhere and at worst hostile toward them.

So perhaps the real story is simply “lots of tech marketers don’t understand their audience”. Which I think is true. When companies put their spec sheets and feature lists front and center, I’m definitely more likely to pay attention than if I have to dig through screen after screen of meaningless fluff to get any relevant details. So that’s something marketers could (but generally don’t) do to influence me.

And I’m comfortable with that. Yes, please make better shit, out of greed if nothing else. Stand out by not being an infuriating weasel, respect my time and intelligence, and I will reward you with my time and perhaps money.

But do you have a favourite coffee place, or restaurant? How about a favourite hotel chain?

I’d say I have three favorite coffee shops. One place in particular has the tastiest coffee to drink black, another has better flavored drinks and a generally cooler vibe (local art on display, community bulletin board, that kind of thing), and a third is a better environment to sit and work on my laptop. I consider those my three favorites. None of them are big chains, and none of them advertise, as far as I know.

For restaurants, I have a bunch of favorites for different foods. I have a favorite Indian place, favorite pizza place, favorite sandwich shop, etc. Again, nothing I consider a “favorite” is a chain. I guess if I had to pick a favorite chain, it would be…Chipotle? But I don’t feel like marketing draws me there beyond the fact that if they didn’t have successful marketing, they wouldn’t be anywhere I go in the first place. And still, if I see a small independent burrito place in walking distance, I’m probably going there first. Chipotle isn’t so much a “favorite” as it is a serviceable oasis when I’m in a food desert.

For hotel chains…nope, not even a little. I couldn’t tell you a single real difference between Marriot and Hilton. If their marketing departments have tried to instill in me any kind of emotional connection with their brands, they have utterly failed.

It’s kind of the same with airlines. They’re all the same in almost every meaningful way. Every time I fly, I consult my shitlist and try to avoid what’s on it, but at this point pretty much every airline has earned a spot on my shitlist. The only emotions I feel toward any airlines are bitterness, frustration, and anger.

I guess this is why hotels and airlines push their reward points so hard; they know they’re all the same and cannot possibly earn “loyalty” otherwise. If I were a different kind of nerd, perhaps I’d spend the time to optimize corporate reward points, but at a glance it seems like a sucker’s game to me so I mostly ignore it.