Humanity isn’t static—you can’t just be okay with all development up until the invention of the sarong, and then declare all post-sarong technology to be “unnatural.” Sure, cavemen didn’t have shoes. Until they invented fucking shoes! (You know what else they didn’t have? Discarded hypodermic needles. Broken glass. Used condoms.) They also didn’t have antibiotics, refrigeration, written languages, wheels, patchouli, the internet, and NOT LIVING IN A ROCK WITH A HOLE IN IT. But I don’t see anyone giving any of that up in the name of “health.” Hey, why not install a live gibbon in your fridge so you have to fight it to get to your bison jerky? Just like nature!

Google may have to get us to use Google+ if it wants to remain relevant. But it should be able to go about that in a fundamentally honest fashion.

If it can’t keep its promises, if it can’t avoid resorting to trickery, if it can’t keep itself from subverting the power of its search engine for commercial ends, and on top of all that if it can’t even deliver the highest quality search results at a default setting—the most basic thing people have come to expect from Google, the very thing its name has become synonymous with—why should you trust it with your personal data?

Everyone I follow has been linking this up but there’s a reason for that: it’s really good.