4.6 Marketing and egotistical nonsense

Book 1 · Your Next Job TitleChapter 4 · section 6 of 10

There is a great deal of nonsense in this market, and even some of the tools referenced in this book arrive accompanied by blog posts that read like egotistical marketing — inevitability decks, benchmark halos, roadmap promises filling the gap where a fit test should be. The area is still developing, and developing areas attract snake oil.

I say this as someone who uses these tools daily and likes many of them, because liking a tool does not require believing the keynote. An honest practitioner can say that this harness is useful on Tuesday, that this blog post is theater, that this benchmark does not describe our data, and that this roadmap is not a contract. The market punishes that sentence, since it lowers the temperature in a room that wants heat, and orchestrators have to keep saying it anyway.

The tell is a conversation that shifts from “can this solve our problem?” to “what are the competitors doing?” The pitch leans on paradigm, generational, and inevitable rather than on latency, error rate, migration cost, and who is accountable when the agent is wrong. There is a quieter vanity alongside it: the internal announcement of four agents, an orchestration layer, and a branded assistant that is impressive in a QBR and unnecessary for users. That vanity is human, since people want to be seen building the future, and the orchestrator’s job is to keep users from becoming extras in that story.

None of which requires becoming a cynic. It requires a fitness test that is specific to your company. What problem? What data? What failure mode? What stop condition? What human remains responsible? A tool that cannot survive those five questions is not a tool yet. It is a costume.