"You are the colony. You've found your way to the centre, and you're in control. This experience revolves around you."
This is what the new high priest of high-tech entertainment (he's sure bald and hip enough to pass for some kind of monk) Jay Allard from Microsoft says in the promo for the new Xbox 360, the specs of which were released today, on Friday the 13th. Dutch time that is.
His ant colony metaphor is quite powerful; it speaks to us as if we are all disgruntled worker drones, that have finally figured out how to upstage that bitch the ant queen; I guess it might be the ultimate individualist's wet dream. In that sense, this quote might be construed as the pinnacle of individualist marketing. (Maybe it's downhill from here!)
For me however, this quote signifies much more than just another buzzword marketing ploy that is easily forgotten once the product itself wins your heart. And that's because this time, the marketing ploy may actually hold more truth than the guy who's saying it seems to realize.
Let me explain. First of all, the Xbox 360 is insanely powerful: 1 Teraflops of CPU power, internet connectivity, plenty of imagery, storage and interfacing. All this, they say, will create the most compelling entertainment platform ever, heralding the 'HD era'. You, as consumer, will be in total control: it's as if Mother Ant is working for you now, instead of the other way around. And she'll be available in stores before Xmas!
Here's the funny part: in an ant colony, there is no such thing as 'consumer' or 'producer', as chaos mathematicians and other enlightened folks are finding out. All those cute little ants are just performing the thing they were made to do, in perfect synchronized harmony; and as 'flow' psychologists can tell you, that is not a very unpleasant state to be in. So there really is no need for a single ant to 'find it's way to the centre' to take control, because *every* ant has always been in control, each with their own little task they have no problem doing. It's called emergence, you should try it sometimes, it's great.
So, why do I still think the metaphor is so true then? Well, I think the Xbox 360 might have the potential to make us humans aware of this error in our reasoning: the illusion that most of us are destined to do a job we hate, and to compensate for it by getting maximum entertainment after hours, even if it means having to upstage authority.
Why will it help us get over that bullshit? Simple: inside the Xbox 360, lurks the ultimate productivity machine just waiting to break free: a pimped-out PowerPC processor that, apart from producing all these great new interactive experiences, has a very low-entry fee on developing for it with XNA. Heck, it can probably even run OSX (do I smell a conspiracy here?). I wonder how many Platinumverbs it can run...
All of this, in turn, can eventually provide us with the kind of creativity- and social networking platform that will help us produce way cooler stuff than any ant colony will ever be able to. But we will have learned it, finally, from them. Thanks Jay, for showing us the way.
Now THAT'S the kind of game I'd like to play :-)
I think this might happen in The New Dutch Times.