We still haven’t solved this. Looking back at a conversation from six years ago, what stands out isn’t disagreement – it’s how hard it is to even name the problem we keep circling.

Over the last 20 years, again and again, the discussion slips into the same dead end: personal value versus social value, framed through the language of #dotcons platforms, followers, influence, and business growth. What we need to learn from this is the confusion isn’t accidental, it is structural.

What we need is not only #socialmedia value, not engagement, not visibility. But offline value that exists between people, over time, as shared culture, trust, memory, and capacity. The chicken-and-egg problem, people ask: “What personal value do I get from this?”, “Will this help my business?”, “Can I use this without it using me?”

We need to compost, this messy common sense path. This is why the #OMN project was never about optimising personal outcomes. That #blocking framing belongs to platform logic, the idea that every action must be measurable in reach, influence, growth, or return. This is why the posts, like the one embedded above, people found “hard to understand” weren’t speaking that language at all. It were articulating what the #mainstreaming was #blocking and thus missing from our tech culture: social value.

What is hard to communicate is that social value doesn’t work like our current common sense thinks it does. You don’t extract it first and then decide whether it was worth it. Social value only emerges after people act collectively, without clear personal payoff in advance. Yes, personal value does flow from social value. Skills, relationships, meaning, resilience, opportunity. But it’s indirect, uneven, and slow. That makes it almost invisible inside systems trained to ONLY prioritise immediate, individual reward.

That’s why the conversation keeps short-circuiting, one of the early questions was whether the posts were meant to “influence followers”. That already assumes a vertical model: speaker → audience → outcome.

But #OMN thinking starts from a different place. It’s not about influencing people. It’s about creating conditions where different kinds of interaction can happen – horizontally, over time, without a central controller. That’s why the work often looks vague, unfinished, or “omelette-like”. Cultural values can’t be shipped as a product. It has to be grown, maintained, and defended collectively.

#Facebook was a comfort trap in hindsight. In the thread, several people describe using it pragmatically: staying in touch, organising events, maintaining real-world relationships. All true, and still kinda true today. But the counter-point raised then has only become clearer since: you don’t get to opt out of being used, no matter how carefully you think you’re using the system.

The lock-in effect (“everyone is on it”) was already obvious. What was less visible to meany people than was how disastrously deeply this would shape behaviour, politics, culture, and attention – and how hard it would become to imagine alternatives once that infrastructure was taken for granted.

Why this was hard to hear at the time? This conversation shows how difficult it is to talk about non-market value inside market-dominated spaces. Language itself becomes a barrier. People reach for familiar metrics because they have no shared vocabulary for anything else. So the discussion stalls. People get frustrated. It feels circular. Someone says “find out for yourself”, another hears that as dismissal. Nobody is wrong in isolation, but the frame itself is broken.

What we can learn now? Six years on, a few things are clearer: Social value is real, but it’s slow, collective, and hard to quantify. #dotcons platforms systematically erase the conditions needed for social value to emerge. Personal value derived from social value is indirect, not extractive. You can’t explain this cleanly inside systems optimised against it. This wasn’t a failure of communication. It was an early signal that we were trying to grow an open, cultural infrastructure inside environments hostile to its very existence.

Now is time to work on the unfinished path… #OMN project was – and still is – about creating space for social value to exist again: shared media, shared process, shared governance, shared memory. That was hard to see then, it’s still hard to see now. But the confusion in this old thread isn’t embarrassing. It’s instructive. It shows exactly where the fault lines are, and why the work has always been hard, messy, slow, and necessary.

Some things only make sense after you start doing them together #KISS

The impulse, it’s not wrong. What is wrong is how often that anger gets misdirected sideways, inward, and downward instead of upward, toward actual power.

A lot of people who think of themselves as “radical” aren’t being radical at all. They’re being assholes with better language. Cancel culture in 2020 played a similar role to political correctness in the 1990s: a way to signal virtue, police behaviour, and avoid confronting real power.

An example of this – done right, a code of conduct isn’t a weapon. It’s not a piece of paper you use to beat people with. It’s a declaration that you will protect the people who actually need protection – from harassment, abuse, and structural harm.

Done wrong, rules become clubs. People pick them up and hit each other with them. The wording becomes vague, moralistic, and performative. The enforcement becomes selective. And suddenly “safety” is being used to silence any disagreement rather than defend the vulnerable.

That failure creates space for bad actors, conservatives step in and pretend they’re “speaking truth to power” or “defending free speech”, when what they’re really doing is exploiting the mess to protect the normal hierarchy and privilege. They’re not wrong that something’s broken – they’re wrong about what and why.

The behaviour being criticised isn’t a tribe. It’s a mode of thinking, a widespread, unspoken #postmodernism that still dominates contemporary discourse. A style of politics where everything is relative, language replaces material reality, and moral positioning matters more than any outcomes.

This thinking eats movements alive, it fragments people, replaces strategy with signalling, and turns accountability into spectacle. Most importantly, it redirects energy away from those actually using power. This is a dangerous moment because we no longer have a shared baseline of reality. The #mainstreaming narratives are designed to divide, distract, and trigger – pulling attention away from concrete demands and real accountability.

That didn’t come from nowhere, forty years of #neoliberal economics hollowed out material security. At the same time, generations were trained in postmodern academic frameworks that are excellent at critique but terrible at building shared ground. Strip out material analysis, strip out class, strip out power – and you’re left with vibes, identity skirmishes, and endless internal conflict.

That’s what #OMN has always been pointing toward: rebuilding social truth, shared process, and horizontal power in a culture trained to fragment itself. Without that, we keep fighting each other – and the #deathcult keeps winning.