Notes on Scale + Quality
Just as we’ve moved from albums to singles, from channels to TikToks, perhaps the app ecosystem is following suit—smaller, more focused experiences that prioritize cultural resonance over comprehensive utility. Products that don’t scale, but spread.
Is it a product or a performance?
This is certainly not unique to Instagram. Since you have chosen to read this particular note, I’m going to assume that maybe you have also noticed a downward trend in quality over the past few years. It appears inevitable that all digital products must eventually trade craft for scale.