Everyone else had invested years into optimizing for the most legible version of the rules. They’d look silly if they were to admit she had found a better way of doing things. The shameless strategy feels counterintuitive, because our first instinct is to want to punish that sort of behavior. And historically, those sanctions have been effective. Punishing outlandish behavior is an important aspect of cooperative governance: it preserves social order by ensuring that we all play by the same rules. One explanation might be that it’s an expected effect of the blurring of social boundaries today. In the past, if the size of your community was finitely bounded (like a village, or an aristocratic social class), people didn’t enter or exit these communities as frequently. Under these conditions, sanctions are probably still effective. But the borders to online communities are much more fluid - perhaps even nonexistent. Under open borders, sanctions will backfire, because they just serve as a signaling boost for the transgressor, attracting outsiders who resonate with that person’s message. What’s meant to be punishment instead becomes a flare shot straight into the night sky.