It All Started with Gilligan’s Island

Question: How did you arrive at this concept of free?

Chris Anderson: I talk a lot about my youth. Growing up as a kid in the 70s you come home from school and you watch TV. Right? Gilligan’s Island like you probably did. You probably didn’t. You’re a little younger than me. But in the 70s that’s what you did. And had you measured that Neilson statistics would be pretty clear. 60 percent of American households watch Gilligan’s Island. You would have concluded that this was, sort of, a Darwinian perfection. We had reached the optimal form of programming for 12 year old boys. Then move it forward a little bit. Add cable TV, digital cable, hi capacity to Hulu, YouTube, the internet, etcetera, and now you realize that we, of course, had confused supply with demand.

I watched Gilligan’s Island because it was the only thing on. There were four channels: three soap operas and Gilligan’s Island. I watched what was on. We had a distorted sense of who we are, who we were and we now measure who we really are. We’re more diverse. There’s more concepts out there. Our tastes are more refined than the mass market approach reveals. That led to that first book which was sort of quantifying the true shape of demand unencumbered by distribution scarcity and then that changed the culture. It created some business opportunities, but it was a cultural phenomenon. As I was reflecting on some of the cultural changes that had come from The Long Tail and this infinite shelf space, I was reflecting on the reality that we could only have infinite shelf space if the shelf space costs nothing, if it’s free. Only if it’s free, you can be indiscriminate about what gets out there. Only if you have free video distribution, can you have YouTube.

You know, where it’s YouTube and not guy in suit tube which, by the way, defines the previous era of television. As you think more about free, you realize this word free is both the underlying economics of free. In other words, free distribution, free productions are driving this explosion of productivity. This explosion of a range of what we make and who makes it as well as the price of what these products cost. Then you think more about it and you realize that we built a country sized economy, like a Germany size economy online, with a base price of zero. This is kind of a big deal. And that, no doubt, there should be economic theories to explain it or books about it and there was nothing, so I felt I needed to fill that gap.

Recorded on September 30, 2009

Chris Anderson, author of The Long Tail and Free, reflects on what forces helped him arrive at his new concept.

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LGBT groups are saying that Facebook is endangering lives by advertising misleading medical information pertaining to HIV patients.

The tech giant's laissez-faire ad policy has already been accused of threatening democracy by providing a platform for false political ads, and now policy could be fostering a major public-health concern.

LGBT groups take on Facebook’s ad policy

According to LGBT advocates, for the past six months Facebook and Instagram users have been inundated with misleading ads about medication that prevents the transmission of HIV (PrEP), such as Truvada. The ads, which The Washington Post reports appear to have been purchased by personal-injury lawyers, claim that these medications threaten patients with serious side effects. According to LGBT organizations led by GLAAD, the ads have left some patients who are potentially at risk of contracting HIV scared to take preventative drugs, even though health officials and federal regulators say the drugs are safe.

LGBT groups like GLAAD, which regularly advises Facebook on LGBT issues, reached out to the company to have the ads taken down, saying they are false. Yet, the tech titan has refused to remove the content claiming that the ads fall within the parameters of its policy. Facebook spokeswoman Devon Kearns told The Post that the ads had not been rated false by independent fact-checkers, which include the Associated Press. But others are saying that Facebook's controversial approach to ads is creating a public-health crisis.

In an open letter to Facebook sent on Monday, GLAAD joined over 50 well-known LGBTQ groups including the Human Rights Campaign, the American Academy of HIV Medicine and the National Coalition for LGBT Health to publicly condemn the company for putting "real people's lives in imminent danger" by "convincing at-risk individuals to avoid PrEP, invariably leading to avoidable HIV infections."

What Facebook’s policy risks 

Of course, this is not the first time Facebook's policy has faced scrutiny when it comes to false or ambiguous information in its ads. Social media has been both a catalyst and conduit for the rapid-fire spread of misinformation to the world wide web. As lawmakers struggle to enforce order to cyberspace and its creations, Facebook has become a symbol of the threat the internet poses to our institutions and to public safety. For example, the company has refused to take down 2020 election ads, largely funded by the Trump campaign, that spew false information. For this reason, Facebook and other social media platforms present a serious risk to a fundamental necessity of American democracy, public access to truth.

But this latest scandal underlines how the misconstrued information that plagues the web can infect other, more intimate aspects of American lives. Facebook's handling of paid-for claims about the potential health risks of taking Truvada and other HIV medications threatens lives.

"Almost immediately we started hearing reports from front-line PrEP prescribers, clinics and public health officials around the country, saying we're beginning to hear from potential clients that they're scared of trying Truvada because they're seeing all these ads on their Facebook and Instagram feeds," said Peter Staley, a long-time AIDS activist who works with the PrEP4All Collaboration, to The Post.

Unregulated Surveillance Capitalism

To be fair, the distinction between true and false information can be muddy territory. Personal injury lawyers who represent HIV patients claim that the numbers show that the potential risks of medications such as Turvada and others that contain the ingredient antiretroviral tenofovir may exist. This is particularly of note when the medication is used as a treatment for those that already have HIV rather than prevention for those that do not. But the life-saving potential of the HIV medications are unequivocally real. The problem, as some LGBT advocates are claiming, is that the ads lacked vital nuance.

It also should be pointed out that Facebook has taken action against anti-vaccine content and other ads that pose threats to users. Still, the company's dubious policies clearly pose a big problem, and it has shown no signs of adjusting. But perhaps the underlying issue is the failure to regulate what social psychologist Shoshana Zuboff calls "surveillance capitalism" by which people's experiences, personal information, and characteristics become commodities. In this case, paid-for personal-injury legal ads that target users with certain, undisclosed characteristics. It's been said that you should be wary of what you get for free, because it means you've become the product. Facebook, after all, is a business with an end goal to maximize profits.

But why does a company have this kind of power over our lives? Americans and their legislators are ensnared in an existential predicament. Figure out how to regulate Facebook and be accused with endangering free speech, or leave the cyber business alone and risk the public's health going up for sale along with its government.