One of the weirdest things when a big story breaks in the world of beer is the commentary on the commentary.
Why is there less outrage about this news than there was about that news? This is the gotcha tendency, always sniffing for hypocrisy, always hard-done-by:
- Is this brewery being given a free ride?
- Oh, so city X matters more than town Y!
- Do only breweries of type Z matter, then?
- Here's how this story ties into the thing I'm obsessed with – let's talk about that instead!
Then, ten minutes later, the petulant lot with the short attention spans and apparently no capacity for empathy:
- Why do people feel so strongly about this event? Why all the Tweets and blog posts?
- I don’t care about this brewery and don’t understand why others do.
- I think this is good/bad news and don't understand why others think it's bad/good news.
- I don’t care about town Y. Let it burn.
We suppose this is, to some degree, just how the internet goes: strong feelings rule and are almost supposed to coalesce into campaigns, boycotts and pile-ons; and if you don’t have strong feelings, you might think you’ve missed something.
Conversations are held in tension between the urge to escalate, and the equally powerful urge to shut them down.
Sometimes, other people are interested in things we’re not, and that’s fine. We just ignore those conversations or, if they’re really persistent, mute them; or, if they’re really, really persistent, mute or unfollow or unsubscribe from some specific feeds.
Of course this post is commentary on commentary on commentary... Ignore us.