Best Ever: Worst Ever:A few years ago, I used to regularly read a certain guy’s blog. He was, and presumably still is, a bit of a gadget nerd and he’d consistently describe every new device purchase of his as “the best [insert gadget type] ever.” Sometimes, more emphatically, with periods: “Best. [Gadget]. Ever.” I have to admit some temporary impact from reading those words. As in, Huh, this guy is fairly opinionated and he must be well-versed in all these gadgets if he’s so confident to claim that something is the best of its class ever. The phrase best ever captures attention and leaves you with a sense of the writer’s credibility.
But the phrase got tired fast, especially after its diluted meaning became proved more and more clear with every new purchase he’d enlighten us with — how can so many things possibly be the best ever? — and particularly after a few months with increased performance criticisms of his no longer shiny new gadgets once described as best ever.
So I stopped reading. He’s an intelligent guy. Reads everything. But what did it for me was his need to be defined at least partially through associations with whatever gadget, gadget case, movie, or smart-ass book, is new and fresh and needs buying or some clever undiscovered twitterista who needs following. Yeah best ever.
Of course, he’s not really talking about the gadgets; beneath the surface, he’s communicating something about himself. Namely, his status. Got it. You’re plugged in. You buy the latest cool stuff and then eventually trash talk it and replace it. You’re a hyper consumer and status junkie. Awesome, thanks.
Just checked in on his latest tweet for the first time in years to see if there’s been any growth. Nope. It’s about how he’s kind of into the BMW M1, and that it might be time to trade in his baby. Ok, so yeah. Must be the best ever. ♦
