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But the thing about this particular brand of low-key wealth is that it can lead to a false sense of self, on both a micro and a macro level. Consumption is still consumption even if it's less conspicuous. Class may be harder to see here, but that doesn't make it any less real. Mark Zuckerberg's still a billionaire, even if he's wearing a hoodie and jeans. And if you don't feel or look rich, you don't necessarily feel the same sense of obligation that a traditional rich person does or should: Noblesse oblige is, after all, dependent on a classical idea of who is and is not the nobility. As that starts to fall away, obligation — to culture, to the future, to each other — begins to disappear, too.

Instagram succeeded for many good reasons, including its design, its viral qualities, its simplicity, and the fact that its engineers focused so obsessively on making sure that it works all the time. Part of its success, no doubt, is the fact that it was just in the right place, at the right time, with the right, crowd-pleasing mix of features.

On the price of software.

"Connects via WiFi to your online bank account, and donates YOUR real money to an organization you HATE when you decide to snooze!" Sleep in, donate $20 to, say, the GOP. This is an evil machine.

Neat. A lot about Craig's decision not to monetize, etc.