Most of my projects are on GitHub.
I'm currently with the Portland Trail Blazers.
“Ask them to name the starting five for the 2009 Heat.”
“I doubt they could name the starting five for the 2013 Heat.”
“Oh, that’s easy: LeBron, his friend Wade, Christopher Bush, the shorter, chubbier Wade, and then I think LeBron again.”
I only have one piece of advice for you: when the time comes, step up to the plate, smack that ball out of the park, look ‘em in the eye, and don’t say shit.
How dare you sir, demean our night of quite literal self congratulation with your extremely profitable style of offensive humor which you were specifically hired to enact and which we knowingly paid you to produce, who do you think you are, ricky gervais, wait you mean you aren’t ricky gervais, sir, how dare you, this is about art.
Stable patterns in Conway’s Game of Life are hard not to notice, especially the ones that move. It is natural to think of them as persistent entities, but remember that a cellular automata is made of cells; there is no such thing as a toad or a loaf. Gliders and other spaceships are even less real because they are not even made up of the same cells over time. So these patterns are like constellations of stars. We perceive them because we are good at seeing patterns, or because we have active imaginations, but they are not real.
Right?
Well, not so fast. Many entities that we consider “real” are also persistent patterns of entities at a smaller scale. Hurricanes are just patterns of air flow, but we give them personal names. And people, like gliders, are not made up of the same cells over time. But even if you replace every cell in your body, we consider you the same person.
This is not a new observation — about 2500 years ago Heraclitus pointed out that you can’t step in the same river twice — but the entities that appear in the Game of Life are a useful test case for thinking about philosophical realism.
In the context of philosophy, realism is the view that entities in the world exist independent of human perception and conception. By “perception” I mean the information that we get from our senses, and by “conception” I mean the mental model we form of the world. For example, our vision systems perceive something like a 2-D projection of a scene, and our brains use that image to construct a 3-D model of the objects in the scene.
Scientific realism pertains to scientific theories and the entities they postulate. A theory postulates an entity if it is expressed in terms of the properties and behavior of the entity. For example, Mendelian genetics postulates a “gene” as a unit that controls a heritable characteristic. Eventually we discovered that genes are encoded in DNA, but for about 50 years, a gene was just a postulated entity.
— Allen B. Downey, Think Complexity
Hollywood is a town where they honor their heroes by writing their names on the pavement to be walked on by fat people and peed on by dogs. It seemed like a great place to come and be ambitious.
The writer Umberto Eco belongs to that small class of scholars who are encyclopedic, insightful, and nondull. He is the owner of a large personal library (containing thirty thousand books), and separates visitors into two categories: those who react with “Wow! Signore, professore dottore Eco, what a library you have! How many of these books have you read?” and the others — a very small minority — who get the point that a private library is not an ego-boosting appendage but a research tool. Read books are far less valuable than unread ones. The library should contain as much of what you don’t know as your financial means, mortgage rates and the currently tight real-estate market allows you to put there. You will accumulate more knowledge and more books as you grow older, and the growing number of unread books on the shelves will look at you menancingly. Indeed, the more you know, the larger the rows of unread books. Let us call this collection of unread books an antilibrary.
I hadn’t realized, until I was forcibly divested of it, that I’d been harboring the idea that someday, when this whole crazy adventure was over, I would at some point be nine again, sitting around the dinner table with Mom and Dad and my sister.
We are still very close to our ancestors who roamed the savannah. The formation of our beliefs is fraught with superstitions — even today (I might say, especially today)…
This confusion strikes people of different persuasions; the literature professor invests a deep meaning into a mere coincidental occurrence of word patterns, while the economist proudly detects “regularities” and “anomalies” in data that are plain random.
At the cost of appearing biased, I have to say that the literary mind can be intentionally prone to the confusion between noise and meaning, that is, between a randomly constructed arrangement and a precisely intended message.
— Nassim Nicholas Taleb, Fooled by Randomness
Millions long for immortality who don’t know what to do with themselves on a rainy Sunday afternoon.
This is all just to explain why, when people write me for career advice, I’m as likely to respond with something like “if I were you, I’d hitchhike to Alaska this summer instead.”
My career advice usually falls within the framework of doing the absolute minimum amount of work necessary to prevent starvation, and then doing something that’s not about money, completely outside of supporting structures, and not simply a matter of “consuming experience” with the remaining available time.
“I just took a bath, Jerry. A bath!”
“No good?”
“It’s disgusting. I’m sitting there in a tepid pool of my own filth. All kinds of microscopic parasites and organisms having sex all around me.”
From a great comment on Reddit, discussing the site’s current “brain drain.”
It isn’t a brain drain, it’s climate change.
The bottom line is that if you want an herb garden with diversity, you need to keep the mint from taking over. If you want an herb garden that takes care of itself, don’t bother planting anything but mint, because after a couple years it’ll be the only thing left.
The fundamental idea here is that they’re not doing it once, they’re iterating over it, and criticising it. And that’s a key term. Iterate and Criticise. Michael then used Brad Bird’s anecdote of Gower Champion, the theatre and film director of the 30s, who walked into a theatre to see the cast just standing around on the stage, the choreographer just sitting there in the second row with his head in his hands. Gower goes “What’s going on?” “I just don’t know what to do next”, the choreographer goes. Gower replies “Well do something, so we can change it!”. And that’s a fundamental Pixar idea, just keep moving, just keep trying, and something will come up.
I feel like half of being an iOS developer is figuring out how to fuck with UIKit.
How do you, when given an unbalanced (otherwise known as unfair) coin, produce a fair result?
I was seriously at a loss as to how to even approach this problem without any type of probabilities or statistics, but then stumbled across the answer on this blog.
It turns out to be fairly easy. Just follow these steps:
- Flip the coin twice.
- If both tosses are the same (heads-heads or tails-tails), repeat step 1.
- If the tosses come up heads-tails, count the toss as heads. If the tosses come up tails-heads, count it as tails.
To see why this method makes even a biased coin fair, let’s pretend we have a weighted coin that comes up heads 60% of the time. If you toss it twice and throw out the result when both tosses are the same, you’re left with two possible outcomes. The probabilities of the two remaining outcomes are the same.
P(HT) = P(TH)
P(H) * P(T) = P(T) * P(H)
0.6 * 0.4 = 0.6 * 0.4 = 0.24
Since both outcomes have exactly the same probability, the bias is removed. This method will work no matter how biased the coin you use, as long as there’s some possibility of it coming up either heads or tails (so no two-headed coins allowed).
This is probably my favorite brain teaser I’ve come across over the past couple weeks.
Thought I’d make a quick screencast showing how to use the Ground Control library with a Flask application running on Heroku.
In which Mike Ash blows my mind, by implementing objc_msgSend in assembly:
The need to go fast becomes much less important at this point, partly because it’s already doomed to be slow, and partly because this path should be taken extremely rarely. Because of that, it’s acceptable to drop out of the assembly code and call into more maintainable C.
When the train came to my stop I had to walk by his seat again on my way out. “Glad we could come to a peaceful coexistence,” I said as I passed. He raised a finger to stay me a moment. “There are no conflicts of interest,” he pronounced, “between rational men.” This sounded like a questionable proposition to me, but I appreciated the conciliatory gesture. The quote turns out to be from Ayn Rand. I told you we talked like this in the Quiet Car.
The driving force behind
_Genericis to provide a pseudo type-polymorphism mechanism. For example, theacosmacro defined intgmath.hcould be implemented as:
#define acos(X) _Generic((X), \
long double complex: cacosl, \
double complex: cacos, \
float complex: cacosf, \
long double: acosl, \
float: acosf, \
default: acos \
)(X)
What they didn’t understand — what most people don’t understand, is that someone doesn’t wave a magic wand and make you successful or good at something. You don’t just head down to the career center at your community college and fill out an application to be a successful entrepreneur, or a famous musician, or a professional basketball player.
You have to give yourself permission to suck first.
Most everything is download stuff from the network, store it in Core Data, and display it in a table view. Make a few custom controls here and there or some fun animations. That part is fun, but that’s a small part of it.
The question is, really, what are you not willing to compromise on?
Good. Cheap. On-time.
Now, that makes it easy and says there are only three factors, but, in the real world, there’s many, many, many, many real factors. But, I think however many aspects of a project there are, the only way to really get it done is to have one of them that your group, your team, your whatever — yourself, if you’re doing it by yourself — is the main one. Right? You’ve got to pick one, and that’s the thing you hang on to, and you do the best you can with the other ones. The one thing you’re not going to bend for, right?
That’s the difference between Apple and Microsoft — the one thing they’re going to hang on to.
With Apple, it’s user experience. That comes first and everything else — everything else — follows after that. It’s always been like that, right? They’ve maybe fallen short at times, but what they’ve always tried to do is make the best experience possible. How it feels to use. How it looks. How elegant it is. What it feels like. Now, what it’s like to buy it. What it’s like to open the box. Right? It’s always about the experience.
It’s not that Microsoft doesn’t care about the user experience, it’s just never been first. I think first has always been that mantra “Windows everywhere.” Right? It’s to get it everywhere, and to get as many features in, and keep as many features in, so that anywhere that they might be able to use it, you can say, “Yes, you can use it.” And, not necessarily that you should, but you can. And, that’s their one thing they hold on to.
He is my best friend, and I am his, but he will go to his grave having never known my name.
Every Objective-C object must begin with an
isapointer, otherwise the runtime won’t know how to work with it. Everything about a particular object’s type is wrapped up in that one little pointer. The remainder of an object is basically just a big blob and as far as the runtime is concerned, it is irrelevant. It’s up to the individual classes to give that blob meaning.
— Mike Ash
Update: Tumblr for iOS is now completely native.
After updating the Tumblr application for iOS (and coming across Peter Vidani’s Dribbble shot), I decided to take a stab at seeing how it worked. I ended up using both Crunch (for resource files) and Charles (for network traffic). There’s no real voodoo involved to see how things fit together — most of what I did is covered in this NSScreencast episode.
The first thing you notice when looking through Tumblr’s source files? 26 different Mustache templates. Yeah, 26 — and all end with a .html extension.
I really hadn’t noticed that the timeline was one big UIWebView when first playing around with the app — in fact, for awhile (even after finding the templates) I thought maybe each post in the timeline was its own UIWebView held inside a native container. Credit where credit is due, it’s an incredibly nice web interface.
Since all the CSS and JavaScript files are included in the source, I thought it was weird that Mustache.js wasn’t included — and both spin.js and Zepto were — but it actually makes a lot of sense. Behind the scenes, the app’s obviously using the Tumblr API, but the API actually has total control over how the timeline looks and feels. So much so, even the highlighted ribbons in staff posts are done via the API:
{
"highlighted": {
"message": "Now presenting...",
"icon": "http://assets.tumblr.com/unicorn.png",
"color": "#498acc"
}
}
The API sends 20 resources at a time (posts from users you follow) for the home timeline. Mustache templates are then used (probably with GRMustache) to create the initial HTML document. Based on some of the comments in the app’s JavaScript files (which are incredibly well-commented and easy to read), native code is used to detect how far the user has scrolled.
Once we reach the end of those 20 posts, the API sends 20 more, which go through the Mustache templates to become HTML, and JavaScript is used to append those to the current timeline. The downside to this approach (and I’m sure the engineers are aware of it — the available code is really well-written) is when a user agressively tries scrolling through the timeline. Frame rate drops pretty significantly and scrolling begins to feel sluggish — native containers like UITableView have had hundreds (if not thousands) of man-hours spent on performance and cell reuse for this exact scenario.
While most users won’t ever notice this — I mean, it took me a couple hours to realize it was a single UIWebView even after seeing the static source files — there is another downside. Whenever the user goes back through the timeline a signifcant amount and then exits the application, it can take a really long time to reload. The UIWebView basically has to render the giant HTML timeline again.
But, this post isn’t about a native versus HTML approach, and I’ve got to admit, it’s pretty cool seeing how well the API and Mustache templates mesh together. Basically the entire “logic” behind how the home timeline is displayed exists in the interaction between the two.
Another interesting find was the lack of .nib files (which is actually the opposite of Airbnb’s source). Native UIView files are obviously used when the user begins writing a post (along with a really nice tab bar animation), and are probably written in code. One comment in the
Update: the Storyboard comment actually refers to storyboard.tumblr.com.Post.css file indicates Storyboards are in use or will soon be used
sometime in the future.
For Future Bryan, this is to make Storyboard interviews look right.Another great takeaway was how the engineers target Retina devices in CSS:
@media only screen and (-webkit-min-device-pixel-ratio: 2) {
/* Retina CSS */
}
Moving on to other parts in the application, I’m inclined to believe that pull-to-refresh is native (and, as a side note, I really like the use of images throughout the UI rather than text). There are also two Core Data .momd directories included in the source, one of which is named STPersistentCache.
After some light testing, I’m pretty sure STPersistentCache caches images locally after they’ve come across the network twice (at least this was the case with larger images — which no longer came over the wire). It actually makes a lot of sense when you think about it: some of the images in the timeline (or other views) will never be accessed again, but those that have been accessed two or more times must be somewhat pertinent to the user.
The other .momd includes 20 entities that make up the basis for the types of posts a user can make, etc. One of the newer entities is FanMail — which has accompanying images in the source — but I was unable to find it when playing around with the app (although, I haven’t interacted with fans on Tumblr).
Some other notes include Tumblr’s use of Flurry for analytics (sends on applicationDidEnterBackground — standard stuff). Also, the minimum version supported is iOS 5.0 (checked Info.plist).
Lastly, I could be completely wrong about some of these details. Crunch and Charles are great tools for seeing assets and network traffic, but they’re not exactly a view source into Tumblr’s Objective-C code. I can say the CSS and JavaScript are incredibly well-written code — within only a couple hours I was able to see how things fit together.
An artist friend of mine once relayed to me a quote:
“Everyone has 1000 bad drawings inside of them. The sooner we get those out, the sooner we can start making better drawings.”
The same holds in programming. Maybe 100 bad projects but there is nothing you can do but get them out of you.
Between my work, homework, and research I was probably at about the 100 project mark when I started be a little less confused about what I was doing. There is nothing I can press more on the new learner than to try and push through these 100 projects as quickly as possible.
Until today, I didn’t really see any significance from Apple removing the default YouTube app from iOS. I hardly ever used it, it was always hidden away in a folder, and, as a regular Reddit user, I never really visit YouTube for original content anymore.
This doesn’t apply to my sister, however.
My sister, who just started kindergarten, sees YouTube in a completely different light. If given the chance, she’ll play with the app for long bursts throughout the day. It’s this wonderful middle-ground between a TV show, movie, and game — with no ads and bite-sized videos she gets to control.
She’s able to transition from a video showing Cars toys, to a video with baby puppies running around on the screen. And, all are just a few minutes long. If she finds one she likes, she can share it with those near her or save to watch later.
The first word she learned how to spell? She learned it looking for a video on Youtube. And, to zero-in on content, she can add “baby” before a type of animal or add a “2” to the end of “Cars” to differentiate between the movies.
This is her version of Reddit, or Digg, or even Ebaum’s World (from pre-YouTube times), but it’s never more than a tap away. If she gets tired of videos, she can just switch back to games, or movies, or play with actual toys.
I also think it helps that the app isn’t skeumorphic in any way. It’s plain, and simple, and usable. She ignores the ratings, and crappy comments, and everything else that doesn’t apply to the videos.
The ability to skip ahead by dragging the wheel must feel like magic, too. Kids don’t get to control much in their surroundings, but she has complete freedom to zero-in on funny parts of videos that she loves — and absolutely nothing gets in her way.
I didn’t have anything like this when I was little. VHS was clumsy and I loved video games, but Ebaum’s World wasn’t really popular until I was approaching middle school — and then I only focused on funny videos of people doing stupid things. She gets to experience something with YouTube that I never really had.
And now, presumably, Google will come out with its own version of a YouTube app for iOS 6 focused on sharing to Google+, and advertising, and all the unnecessary crap that my sister doesn’t really want. She’s going to have to transition from something easy, and useful, and fun, to something that’s most likely subpar and not as good as an older version.
Maybe it’s less about an “Instagram for video” and more about a “YouTube for YouTube.”
If I think about Readablity too much, I get kind of sad.
And, that’s that. I’m planning on moving the majority of my Posterous blog posts over to here. Probably should have done this awhile back, but just never got around to it.
I’m pretty happy with the current site (the layout is based off of the Github Pages Minimal theme). If anyone’s keeping count, this is the fifth site redesign in the past three years.
I can also confirm that I’m very much in love with Jekyll right now. If you’re interested, all of the code is available on Github.
Google has already sidestepped most of Apple’s interface-behavior patents with the newest versions of Android, which might eventually be used by more than a handful of customers.
Nick is a design guy and it makes sense that Craigslist would horrify him – “it feels stuck in the 1990s, where links are electric blue and everything is underlined.”
But sometimes design doesn’t matter, even though that thought scares the hell out of designers.
— Craigslist (and Silicon Valley) Greatly Offends the NY Times
I think there’s far more low-hanging fruit in making native development easier than in making web/hybrid apps feel “right”. I’ve seen two just good hybrid implementations (Quora and Pocket), and yet I still run into defects using both.
— Clay Allsop, The Shape Of Mobile Development To Come
It is mentioned in the Bible that there will be a music, and all people of all global concern shall play, and dance, and sing this music. It’s in the Revelation. What type of music could that be? Reggae.
Here’s a little secret that often gets overlooked: a lot of the cool UI elements you see are stock Apple elements that have been customised to the brink of no return.
The main reason for this is Apple has put a lot of time and effort into making components that just plain work. A UIScrollView, for example, has had many more combined hours of testing than any app you write could hope to achieve.
“I’ve got an idea for an app” is the new “Will you read my screenplay?”
If I wanted to bring a large amount of deviled eggs, but I didn’t want to share them with anyone else, could you guarantee me fridge space?
Occasionally I would hear a publisher talk about what their readers wanted, but it was always under the guise of some gimmicky new feature that might get them some press attention and rarely about the core content.
when you don’t create things, you become defined by your tastes rather than ability. your tastes only narrow & exclude people. so create.
We can’t solve problems by using the same kind of thinking we used when we created them.
I just realized I hate all programming languages.
In the end, we will not remember the words of our enemies, but the silence of our friends.
— Martin Luther King, Jr
I noticed that my Facebook social graph bore little resemblance to my real life social graph; even though I was Facebook friends with my real life friends, we barely interacted on the site. Instead I got a steady stream of updates from people I cared little about.
What this really means is that users of web apps (specifically small business) don’t need to struggle with your crappy UI, and you don’t need to reinvent the spreadsheet to unlock powerful new interactions and possibilities. Holy shit. Do you see it? Is it coming to you now?
Imagine: your customer can modify web app data in their desktop app of choice.
Example: Jimmy runs a small e-commerce business. He’s not a technical person and understands little about how the web functions. He typically puts internet passwords on sticky notes around the office, and gets frustrated when he needs to find one. However, Jimmy spent 12 years prior working for a financial services firm, and knows how to mash up data in an excel spreadsheet like you wouldn’t believe. With Dropbox and a smart web app, Jimmy gets to manage all of his e-commerce product information in a local excel spreadsheet, sitting in that magic box on his desktop.
“That’s the duty of the old,” said the Librarian, “to be anxious on behalf of the young. And the duty of the young is to scorn the anxiety of the old.”
They sat for a while longer, and then parted, for it was late, and they were old and anxious.
— Philip Pullman, Northern Lights
I realized I was just being lazy and cargo cultish.
“I have data. Seems like it would go in a spreadsheet. So let’s use a table. And of course it should have sortable columns because that’s what spreadsheets have.”
All this got me thinking about if I’m truly designing a solution to a problem if all I’m doing is replicating the features of a spreadsheet in a web app. Why wouldn’t a user just use a spreadsheet then?
A lot of small business owners are going to start running their businesses from their smartphones.
The available evidence seems to indicate that at some point, Reed Hastings was a smart guy. Smart enough to count to twenty with his shoes on. Smart enough read pages 1-15 of the kind of introductory strategy text where they solemnly tell you to figure out what business you’re really in. Smart enough to grind Blockbuster into a pile of gleaming blue-and-white sand while launching a streaming service so popular that it now accounts for something like 20% of peak-load internet traffic. If you want to write an article on how he’s a big fat idiot who couldn’t find his ass with both hands in the dark, then you should probably have a theory of the transition between these two states of Reed Hastings. Did he suffer a stroke? Start dating distractingly gorgeous supermodels? Has he been licking the paint chips in his gloriously restored Victorian mansion?
If you do not have a theory—if you believe that Reed Hastings just suddenly and for no apparent reason became an idiot—then one of two things is likely. Either there is some undiagnosed medical condition that Mr. Hastings’ doctor should investigate immediately, or you are committing the fallacy of Chesterton’s fence.
Then everybody has to update the spreadsheet. Notice how the focus has moved. Instead of sitting in a room doing other things while the status of our project beckons us on the wall, we’re sitting in our cubicles filling out a spreadsheet once a day. The focus is on remembering to update a tool, not thinking about the status of our project. The tool starts running the project. It becomes the central source for finding out things. Not the people.
If we’re not lucky somebody writes a check for a more “powerful” tool. “Powerful” Agile tools usually have all sorts of fields, checkboxes, and whiz-bangs. They promise all kinds of benefits for teams — track your actual time! Track code changes against tasks! Roll up dozens of projects in a single bound!
There are people who love tools. These are the people who build them, sell them, or have a full-time job to maintain them. To them, tools are the answer to everything. How could you not love something that organizes so much data so easily? Weird thing — these people are also not the people who are actually doing the work.
Fallon in Minneapolis started out with a clear if Machiavellian business development program: do work for small, appreciative clients (hair salons, restaurants, muffler shops, etc.), dominate awards competitions, and parlay that fame into bigger, more visible accounts. It worked remarkably well. So well, in fact, that the rest of the industry followed its model. And it worked again (Chiat). And again (Goodby).
And if you think that XCode, Python, Processing, or the shit soup of HTML/Javascript/CSS are any kind of substitute for Hypercard, then read this post again.
To choose a width of column which makes the text pleasant to read is one of the most important typographic problems. The width of the column must be proportioned to the size of the type.
Overlong columns are wearying to the eye and also have an adverse psychological effect. Overshort columns can also be disturbing because they interrupt the flow of reading and put the reader off by obliging the eye to change lines too rapidly. Lines which are too short or too long reduce the memorability of what is read because too much energy has to be expended. There is a rule which states that a column is easy to read if it is wide enough to accommodate an average of 10 words per line. If the text is of any length, this rule is of practical help. A small amount of text can be set in long or very short lines without disturbing the reader.
Sufficient leading between the lines is of the first importance for easy reading. If the lines are too closely set the eye is forced to “take in” the neighboring lines while reading. Anything that might impair the rhythm of reading should be scrupulously avoided.
One of the interesting things about picking up the drums was that I realized it had been some time since I had actually tried to learn something new. We spend most of our childhoods learning new things. But as you get older, the frequency with which you develop new talents slows down. Sometimes it stops completely.
Before writing, communication is evanescent and local; sounds carry a few yards and fade to oblivion. The evanescence of the spoken word went without saying. So fleeting was speech that the rare phenomenon of the echo, a sound heard once and then again, seemed a sort of magic.
— James Gleick, The Information
Practical men, who believe themselves to be quite exempt from any intellectual influence, are usually the slaves of some defunct economist.
— John Maynard Keynes
Steve and I were talking about children one time, and he said the problem with children is that they carry your heart with them. The exact phrase was, “It’s your heart running around outside your body.” That’s a Steve Jobs quote. He had a level of perception about feelings and emotions that was far beyond anything I’ve met in my entire life. His legacy will last for many years, through people he’s trained and people he’s influenced. But what death means is you can’t call—you can’t call him. It’s a loss. I’ll miss talking to him.
The fight’s only interesting if people show up.
— Don King
Web development shops should be more like bands and less like companies. We get together, collaborate on this site like an album, and then go our separate ways or stick together afterwards.
I can’t drive and argue with you rubes at the same time!
— Kramer, The Muffin Tops
One of the foremost building architects of the twentieth century, Louis Kahn, offers a useful explanation of the relationship between beauty and design: “Design is not making beauty; beauty emerges from selection, affinities, integration, love.”
Kahn explains that beauty emerges from selection. That is, art comes not so much from the act of creation itself but rather from selecting among a near infinite supply of choices.
The musician has a near-infinite palette combining different instruments, rhythms, scale modes, tempo, and the hard-to-define but easy-to-sense “groove.” The painter starts with some 24 million distinguishable colors to choose from. The writer has the full breadth of the Oxford English Dictionary (all 20 volumes; some 300,000 main entries) from which to select the perfect word.
Creativity comes from the selection and assembly of just the right components in just the right presentation to create the work. And selection — knowing what to select and in what context — comes from pattern matching, and that’s a topic to which we’ll keep returning.
But, in fact, the audience has probably seen a number of those ads six, seven, eight times. They’ve only seen the film one time. The ads are actually text they know much better — that they have a much better command of, in terms of the repertory of what they’ve seen and how they understand the medium — probably than the feature film.