I told myself I had no choice but in a situation like that the choice you have is how you go about not having… — China Miéville

“So what’s your alternative?” people say, as if that’s logic. We don’t have to have an alternative, that’s not how critique works. We may do, and if we do, you’re welcome, but if we don’t that no more invalidates our hate for this, for what is, than does that of a serf for her lord, her flail-backed insistence that this must end, whether or not she accompanies it with a blueprint for free wage labour. Than does the millennially paced rage of the steepening shelf of the benthic plain for a system imposed by the cruelest and most crass hydrothermal vent, if that anemone-crusted angle of descent does not propose a submerged lake of black salt.

Lists make magic, the rhythm of itemized words: you do not list ten techniques, numbered and chantable, in austere prose appropriate for some early-millennium rebooted Book of Thoth, and not know that you have written an incantation.

Abomination from one perspective, it was advertising copy from another.