from the all-in-service-to-one-man’s-gargantuan-ego dept
It will never stop being bizarre to me that a social media app tried to claim ownership of VR, AR, and effectively every next-gen, Internet-related technology under the “Metaverse” brand… and the entirety of the tech press just simply… went along with it. As a result, we’ve spent the better part of the last few years mired in an endless ocean of unhinged hyperbole about “the Metaverse vision” and what it means.
While the press and investors have spent countless hours propping up Zuckerberg’s ego on this subject, the actual end product isn’t much to write home about. Employees have found Meta’s flagship VR social network, Horizon Worlds, to be a buggy mess they don’t enjoy using:
“Since launching late last year, we have seen that the core thesis of Horizon Worlds — a synchronous social network where creators can build engaging worlds — is strong,” [Meta’s VP of Metaverse, Vishal] Shah wrote in a memo last month. “But currently feedback from our creators, users, playtesters, and many of us on the team is that the aggregate weight of papercuts, stability issues, and bugs is making it too hard for our community to experience the magic of Horizon. Simply put, for an experience to become delightful and retentive, it must first be usable and well crafted.”
At the same time, Zuckerberg’s ego has resulted in all Metaverse marketing utilizing the image of a CEO whose outward-facing charm is muted at best. Despite having an unlimited marketing budget and access to the best marketing talent in the world, most Metaverse marketing looks like it was barfed out of a 2007-era Xbox promotional demo, with Zuckerberg’s pasty visage bizarrely the singular focus.
The new Meta Quest Pro VR headset, released this week, could possibly be a huge evolutionary leap, but again, you’d never really know it because Meta’s update this week featured a gobsmacking and bizarrely heavy dose of poorly rendered simulacrums of an already charisma-challenged CEO.
But inside of the company, far away from early, fluff-filled press coverage, bad marketing choices, VC fawning, and Zuckerberg’s ego, Meta employees are making it clear that many neither understand nor actually like whatever the hell it is they’re building:
“Mr. Zuckerberg’s zeal for the metaverse has been met with skepticism by some Meta employees. This year, he urged teams to hold meetings inside Meta’s Horizon Workrooms app, which allows users to gather in virtual conference rooms. But many employees didn’t own V.R. headsets or hadn’t set them up yet, and had to scramble to buy and register devices before managers caught on, according to one person with knowledge of the events.
In a May poll of 1,000 Meta employees conducted by Blind, an anonymous professional social network, only 58 percent said they understood the company’s metaverse strategy.
The foundational idea that Zuckerberg can convince the entirety of Facebook’s aging populace to migrate to a sometimes vomit-inducing walled garden of sweaty plastic headsets never made coherent sense. But because Zuckerberg is so wealthy, absolute legions of yes men and women have lined up in service to his ego. So far that’s not working out great, with Meta stock seeing a 60 percent drop in the last year alone.
In the U.S. there’s long been a steadily growing chasm between marketing and reality, and the Metaverse personifies this dominant American cultural trait. Marketing could go a long way toward covering the warts of Horizon Worlds, but there’s absolutely nothing about the current marketing that screams cutting edge or futuristic, and Zuckerberg’s mandated presence is just… odd.
Such terrible marketing can’t obscure the fact that Meta can’t seem to innovate its way around competitors like TikTok. Nor has it proven (at any point, really) that it can be innovative enough to become the kind of next-generation AR/VR global town square it envisions itself becoming.
Facebook has never really been known as an innovative company on the kind of scale we reserve for companies like Apple, but the Metaverse hype and investment train requires that everybody pretend otherwise in a strange, greedy, mass delusion. And with the FTC finally (for now) cracking down on the company’s longstanding catch and kill strategies, Meta can’t M&A its way to AR/VR dominance either.
Meta could still possibly succeed if it removed Zuckerberg’s ego (and possibly Zuckerberg himself) from the management equation, stopped using a man with the charisma of a damp walnut in absolutely all Metaverse marketing, and gained a little humility after the last few years of regulatory, political, and market headaches. But there’s scant evidence that any of that seems likely anytime soon.
Filed Under: augmented reality, ego, horizon worlds, hype, innovation, mark zuckerberg, metaverse, video games, virtual reality, vr
Companies: meta
Source by www.techdirt.com
