Alex Micek on BMW’s iDrive ‘Special Surprises’

Alex Micek:

In the future, I will feel angry if my car strands me on the side of the road.
I will feel angry if the motor brushes fail expectedly.
I will feel angry if it leaks water.

By contrast, I don’t feel anger when the car tricks me into seeing an advertisement. Instead, I feel a deep, smothering, let-down at the promise of futurism. Bottomless despair is probably inappropriate; a symptom of the misanthropy I should grow out of. But. In the meantime, I feel helpless, discouraged, deeply sad.

Such a good take. I should not let 19 years pass again between linking to his writing.

★ Tuesday, 11 August 2026