Staring into Silicon Valley's soft-focus mirror [Image via Gemini]

Every few years, Silicon Valley decides traditional reporters just don't get it and builds a friendlier stage of its own. The latest flashpoint is Andrew Fedorov's look in The San Francisco Standard at Colossus, the latest venture-backed pub featuring adoring profiles of Mark Zuckerberg and other tech leaders. Kara Swisher compared the magazine to "Vaseline mirrors" for fragile executives, while Nilay Patel of The Verge quipped that the tech bubble is welcome to its own "in-flight magazine." First of all, I've never heard of it. Sometimes it's good to be in my focused bubble. But it's all going to be okay.

Back in 2009, I wrote that bloggers and PR aren't automatic enemies when everyone understands the transaction, and during the 2011 spat around over investor-backed tech blogs, I said being genuine is the best disclosure of them all. Insiders who fund companies will typically understand how those businesses operate better than outsiders do, and content marketing can be valuable if it gets a story that couldn't have gotten out otherwise, so long as it owns its perspective. It's the final stage of access journalism, for better or worse.

Readers aren't fooled by what they see. Just like our debates around AI-generated content or if ads have value, they know what promotional content smells like. Where this fluffery actually causes damage is inside the corner office itself - reinforcing these execs' hot takes that they lack any issues. Last month, I wrote about how filtertainment eviscerated our informed monoculture, letting every slice of society retreat into comfortable spaces populated entirely by people who agree with them. Founders and billionaires are just as vulnerable to that comfort loop as anyone scrolling apps on their couch.

The best Silicon Valley products get better because they survive contact with skeptics and users. Tough questions from beat reporters, teardowns on independent blogs, and grumpy user threads expose blind spots that boardroom peers don't dare to say - lose the fast track to shares or other privileges. When leaders trade that messy friction for curated profiles that treat every strategic pivot like destiny, they quietly dull their own product instincts. Even my own new Webnerd.ai app has already benefitted from user feedback or bugs that got through my queue.

Print a shiny mag if you want to leave it on the coffee table in the lobby or frame it on your wall. Enjoy the friendly banter that comes from knowing no gotcha questions are coming your way. But don't forget the purpose of an in-flight magazine: keep the passengers relaxed at thirty thousand feet while somebody else checks the instruments. The trouble starts the moment the pilot starts using it as a navigation chart.

Disclosures per always: I have always appreciated Kara. What. You wanted more disclosures?