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The Long Tail - Wired Blogs
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"The Long Tail
A public diary on themes around my books
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« A methodology for estimating Amazon's Long Tail sales
Main
Amazon methodology update »
August 05, 2005
Mark Cuban's blind spot
[Updated; see below.]
I know I'm on record as being something of a Mark Cuban fan, but this time he's just got it wrong. He picks a fight with George " The End of Television "
Gilder, which isn't hard.
But although he starts off well, citing Aaron Spelling's aphorism that “TV
is the path of least resistance from complete boredom”, the logic
quickly goes off the rails: George and others seem to think that unlimited choice is the holy grail of TV. It's not.
The reason it's not is that it's too much work to page through an unlimited number of
options. It's too much work to have to think of what it is we might like to watch. We are afraid we might miss
something that we really did want to watch. Put another way, it's way too hard to shop for shows in a store where
the aisles are endless. It's stressful and a lot of work. Which is exactly why when we channel surf, or when we
surf the net, we all end up surfing the same 10, 15 , 20 channels/sites over and over again. It's the path of least
resistance.
Right there you see the problem. This is what people said about the
Internet--"there's too much there; it's too hard to find what I
want"--back in the days before Google. Today we don't "page through an
unlimited number of options" anymore. We either search and let the
software rank results in order or relevance, usually showing us what we
want in the first page, or we let recommendations suggest stuff we'd
like, as in the case of iTunes and Amazon. Indeed, Cuban mentions how
much he loves shopping at iTunes and "
....
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