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March 23, 2016


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My years of doing legal review of tech companies' documents have left me with no patience for this kind of self-referential, self-congratulatory jargon. I swear my blood pressure spikes every time I visit the bay area and see signage like this.

My main difficulty was that, having successfully read now as a noun, I couldn’t decide whether I was supposed to do the same with then. The fact that there’s a comma rather than a semicolon there points to no, but the familair collocational pairing of now and then (e.g., “That was then; this is now”) makes it a salient possibility.

Q. Pheevr: Good point about "then"! Now (heh) that I think about it, that was probably my first trip-up as well.

Perhaps I'm just too insider, but once I'd grokked that "now" and "next" are nouns, this all makes perfect sense to me. If we rephrase this using the much-quoted words of the hockey star Wayne Gretzky, it becomes "I skate to where the puck is going to be, not where it has been."

> I find it depressing that “everyone goes to the launch party” is identified here as a worthy business goal.

That's synechdoce: the fact of a launch party means you've actually launched. In fact, most startups never get that far. The point of a wedding is not the wedding, but the marriage. (Also sometimes forgotten by the participants, but oh well.)

the launch party. barf.

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