Thread by @alexhuds

This will be a thread about the 'world record' egg that media Twitter has lost its mind over...

How did this thing become SuperBowl advert worthy? How did it become 'worth $10m' to reveal? Why is the internet so hung up on 'biggest' and things that have absolutely no consequence? Volume without impact, traction without point?

At what point did people move from 'oh, that's funny' to spending days researching the etymology of a funny idea? The internet is already eating itself but how is one of the most anticipated bits of the biggest annual sporting event an egg?

Buzzfeed has done some good digging... buzzfeednews.com/article/lauren…

But why? For what possible reason why? @MattNavarra and @axelk have been talking about it in private groups I'm part of and I won't betray their confidence here but why is the history of a funny thing important? What am I missing?

@MattNavarra @axelk It's an Instagram account of an egg which a company may just have paid millions of dollars for. I really hope after contemporary capitalism changes course, people will look back this and laugh

First because it's a funny mirror to how stupid social media can be but secondly how much money can be spent, lost and used up on something so pointless, that millions will be spent on a SuperBowl ad talking about an egg that got a reply from a Jenner...

That the internet, with its opening of the world's knowledge to everyone, chose to focus on an egg. A stupid, funny, pointless egg. That's now being hyped up as the future of marketing strategies for other pointless things.

I think I'm particularly angry at all this because I'm spending my evening strategising around untold stories and how to build out meaningful platforms for the under-represented.

And the biggest hurdle in research I'm reading is the 'look the other way' desire for mainstream audiences away from difficult topics. Give them the egg. Audiences always want to play with the egg. (Very) long rant over.