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But now, P&G needs to get that consumer to type the word “Tide” itself—otherwise, top hits for detergent might be for competitors or for Amazon private-label products. Brand recall, as opposed to brand awareness, is a much more difficult and expensive proposition.

The world is full of wasted motion. Many things are far below where they should be, many actions fail to achieve their goals, and this includes many of your actions. And this is not because you’re failing, but because achieving your goals is hard.

And so the internet’s latest shining promise of creative autonomy denatures into another burnout-inducing hamster-wheel game of keep up, as Gimlet executive Reyhan Harmanci noted recently.