The other night, my partner was telling me that a bunch of her friends were talking about the tv show BABY REINDEER, and I commented that nobody will even remember it in a month – the half-life of hit streaming shows is like ten days now.

This afternoon, I opened this post from Jay Springett:

The idea that a new work must come out, be consumed, burn bright before we all collectively move on to the next thing is a crazy one. It’s rotting peoples brains, its rotting culture.

The other week a friend was bemoaning in the group chat telling us about the following interaction Her newest book came out in February, and she was being interviewed on a podcast. During the conversation the host apparently straight up ask the following (I’m paraphrasing): “Why are you still talking about your book? what about AI? what about xyz? whats next for you?”. Translated: Why are you still, 4 months on, talking about the book that took you 3 years to write?

The whole thing feels very sharp and true to me.

Had the show dropped weekly as ‘appointment viewing’ we’d all still be discussing it. And thats just better for culture. Fallout would have stayed at the edge of the cultural zeitgeist for 8 weeks, not 10 days. Its release would have had a bigger, deeper cultural impact. It would have had a chance to begin the process of ‘settling in’.