Many moons ago I was checking out GoPros for the upcoming Tough Mudder event because I wanted to record some first person perspective footage, much like many of the other participants did. Of course this entailed me actually going to the GoPro website and checking out their wares which, after careful consideration, lead me to lust after the most recent model. Since it was still a fair way out from the event I hadn’t planned to grab one then and there so I bookmarked the model I wanted and then proceeded to go about my usual browsing activities. Only something had changed in the time between my first visiting the GoPro site and leaving it and it wasn’t the first time I’d noticed such behaviour.
Indeed I wrote about this at the start of the year when my thinking was along the lines of these being the highest CPC ads that the network could deliver at the time but I’ve started to notice similar behaviour on other sites. Amazon for instance routinely sends me a list of items that I might be interested in which is actually a service that I’ve opted in for (my traditional means of product discovery are quite laborious). However I couldn’t help but notice that every single product that Amazon recommends to me are things that I’ve either searched for on the site previously or even products I attempted to buy from them only to be told that they wouldn’t ship them outside the USA. It seems really strange as they seem to be able to recommend other products on their site without too much trouble but with anything else it seems they’re left dumbfounded.
So this got me thinking, all these analytical engines out there, which are apparently the magic sauce behind all of these targeted advertising systems, must be spectacularly crap. I’m not the most private person I’m constantly spamming this blog, Twitter and Facebook with all manner of inane stuff I’m interested in so its not like there isn’t a whole lot of data these guys could be pillaging in order to figure out what they should be peddling to me. Indeed Google has the poorest excuse of the lot of them as I browse through a logged in Google Chrome and search whilst logged into my Google account. Still their algorithms seem to be heavily weighted to advertise things to you that you’ve already seen which, at least in my case, seems counter to what you’d want to do.
The flip side of this is that I’m somehow not giving out information for these things to be able to make accurate recommendations which I just don’t believe is the case. Amazon and Google have a treasure trove of information related to my searching, viewing and buying habits and yet I rarely see advertisements or recommendation for things like cameras, supplements and tech gadgets all of which can be high value/high margin sales. I could just have the blinkers on for the text ads (I rarely read them any more, but the graphical ones do catch my eye) but I highly doubt that’s the case.
Facebook is probably the one who gets it the closest as whilst there was a long period where they were simply allowing targeting based on someone’s likes it does seem to do a rather good job of inferring what I would be interested in without referring to it often. You could argue that’s because it has a deeper insight into me thanks to the tendency for people to share details they wouldn’t otherwise on that particular network but there’s not really much more on there than anywhere else, certainly not for Google.
This could all be an artefact of my better-than-average memory which remembers things like this. It’s quite possible that the vast majority of people do in fact do the majority of their product discovery themselves and simply forget about it which means that kind of targeting would be effective. Indeed when I’ve talked about this phenomena with other people I’m usually met with blank stares as they don’t seem to notice any trends like this. Whatever it is every time I notice it I get pushed just a little closer to installing AdBlock, even though I want to keep supporting sites who pony up their content free. That irritates me as I shouldn’t have to make that kind of decision if these algorithms were doing their job properly.
I’ve been drooling over the specifications of my next computer for well over a month now, tweaking bits here and there to ensure that the PC I end up building will provide the best value for money I can get. Sure there are a few extravagances in it like the Corsair H70 water cooling kit and the Razer Megasoma mouse pad but otherwise it’s a very respectable rig that will serve me well over the course of the next few years. The initial design I had in my head however failed to account for a few of the real world issues that actually building this system would entail, forcing me to make some tough decisions.
Firstly the case I currently use, a Lian Li PC-B20B, has a drive cage that only fits 4 hard drives in it. Sure I’d probably be able to stuff one in the floppy bay but its far from an ideal solution and it just so happens that the perfect place for the water cooling kit would be right smack bang where the hard drive bay currently is. I’m not sure how I stumbled across it but I saw this awesome product from Lian Li the EX-34NB which converts 3 of the front drive bays into 4 internal hard drive bays, complete with a fan. It was the perfect solution to my dilemma allowing me to have the 4 storage drives and the water cooling solution living together in my case in perfect harmony.
Of course then I asked myself the question, where would the SSD go?
The obvious choice would be in the floppy slot since I have 2 of them and neither of them are getting used, but I may have to remove the cage to fit the water cooler in there (it looks to be a tight fit from the measurements). Additionally the motherboard I’m looking at going with, the AsRock P67 Extreme6, comes with a nifty front bay adapter for a couple USB3 ports that doubles as a SSD mounting kit. This means though that I’d have to be giving up one of the longest lived components that I’ve kept for the better part of a decade, my dual layer DVD burner.
I couldn’t tell you exactly when I bought it but I do know I shelled out a good $200+ dollars for my little IDE burner, top of the line for its time. I can tell you one of the primary reasons I bought it however, it came with a black bezel that matched my gigantic black case perfectly. It was the perfect little work horse and whilst its dual layer abilities were only used a couple times when I forayed into the dark world of Xbox360 “backups” it still burnt many a DVD for me without complaint. It had also developed a curious little quirk over the years, opening with such force that it thought someone had pushed it back in after it had opened, causing it to promptly close. Still it functioned well for what I needed and it stayed with me through 2 full computer upgrades.
Thinking back over the past year or so I can only think of a few times that I ever really needed to burn a DVD for something, most of the time being able to cope quite well with my trusty little flash drive or network shares. Indeed many of the games that I bought either had a digital distribution option or were copied to my hard drive before attempting to install them. Whilst I’d be sad to see the one component that’s been constant in my computing life for such a long time to go I really can’t see a need for it anymore, especially when its taking up a potential mounting spot for my future SSD.
That’s not to say I think that optical media and their respective hardware are dead though, far from it. Whilst the cost of flash drives has come down significantly over the past decade they’re still an order of magnitude more expensive to produce than an optical disc. Indeed even in the lucrative server markets nearly all vendors still provide their updates and tools on CDs simply because the cost of doing so on a flash drive is just too high. Sure if you included the cost of the drive in that whole equation that might change matters slightly but like the floppy drive before it we’ve still got a good decade or so before optical media will be phased out of normal use, although it will still hang on for a long time to come.
It was an interesting realization for me to come to since optical media is the first format I witnessed being born, gain mainstream adoption and then begin to fade in obsolescence. Of course I’m still a long way from being rid of optical drives completely, my PC will be one of only 2 PCs in my house to not have an attached optical drive, but it is the signal that things are moving on and the replacement of flash media is ready to take the helm.
I’ll have to find a fitting home for my long time pal, probably in the media PC where he’ll get used every so often.