Reuben Lewis

When it’s producing text, AI pulls everything toward the statistical center. Sometimes the center is exactly where you want to be. But sometimes the edges are where the interesting stuff lives.

When everyone has access to the same polishing tool, we risk a kind of digital invisibility—millions of pieces of content, all professionally adequate, none memorable.

Trey tells a story that maps this perfectly. He spent decades playing through a rig he built in 1986, shaping the sound fans know as him and his band, Phish. In 2016 he went on a wild tone optimization pilgrimage, testing every permutation he could find in search of something sharper. But all that experimenting only pushed him deeper into wanting... See more

The tweet, the article, the video were never the point. They’re just portals. What matters is what they convene, which is the conversation, the ritual, the shared experience. That’s where the value is. That’s where the business is. Media thrives when it’s built as infrastructure for belonging, not just assets to monetize. Until the industry stops... See more