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Big Tech is gaslighting us into waste

After being nudged to ditch yet another working device, I’ve had enough

Jean is a consultant working with financial and Christian organisations. She also writes and broadcasts.

A flat screen on a desk displays a colourful pattern.
BoliviaInteligente on Unsplash,

I wasn’t supposed to write this article. Actually, I was going to about a month ago. But I decided against it because I had a good experience with a Big Tech company, but today I changed mind. Let me start from the beginning.  

Back in 2018, I bought a Samsung flatscreen TV for a flat I was renting in Southfields, if you don’t know South London well, that’s basically Wimbledon. I had just moved back to London. I remember I was excited about it because I hadn’t bought a TV for any of the other places I had lived in. I remember doing all the research. I wanted a Samsung because I am not an Apple person. I couldn’t afford the latest Samsung flatscreen, so I got a mid-range one. It was just as good as I thought it was going to be. In fact, I was pleasantly surprised by the quality for the price I paid. 

When I moved back home during the pandemic, it became the kitchen TV and is still going strong. This Samsung TV is fantastic. The picture is crisp. If I am streaming a show in HD, it gets even better, noticeably better. Compared to the new, bigger TV, in the front room, it’s like night and day. Imagine my surprise when, some of the apps I regularly use on my good old kitchen TV stopped working. The TV works perfectly, but the apps no longer support my TV. In other words, Samsung and the app providers want me to buy a new TV when my TV is not broken. How can I throw away or upgrade a TV that isn’t broken? 

Now you might be thinking it’s not necessarily a deep concern to hold. But this has happened to me before. My tablet, yup, another Samsung product, works perfectly well. It does what I want it to do. I bought it in 2020. I have no need, reason or desire to upgrade or buy another tablet. I was absolutely fine. That is until earlier this year, when Samsung rolled out a software update. My phone was updated automatically. The user interface changed, security is better and Gemini, Google’s version of ChatGPT, has been integrated into my search engine. The update was so transformative, that I questioned why my tablet also hadn’t updated automatically. I kept refreshing the updates screen, hoping it would come through, but nothing happened. So, as any self-respecting millennial would, I googled it.  

What did I find? Samsung is no longer providing updates for my tablet. It is five years old, how does that even make sense? Again, I find myself with a working product, no scratches, no malfunctions, no problems whatsoever. A product I love but I am again being forced to eventually ‘throw it’ because Samsung have stopped providing software updates for it.  

In sharp contrast to Samsung's sudden obsolescence in my life, I was left delighted after, yet another tech fail instead led to a positive outcome. Last month, the screen on my Fitbit suddenly stopped working. My steps and sleep were still being captured and recorded in the app, I just couldn’t see anything, including tell the time.  As you would expect, I thought, ‘Here we go again, another Big Tech company forcing me to buy another product’. I had determined I wasn’t buying a new Fitbit. Instead, I decided I would contact Google. In the Fitbit app, you can get Google to call you back. So, I did and immediately, I found myself speaking to a lovely gentleman in San Francisco. Within five minutes, we concluded that there was a genuine fault. I sent my broken Fitbit off and two days later I received a refurbished replacement. After this experience, I felt okay again about Big Tech. I was in a good place, no need to write this article. Until today.  

This afternoon, as I opened Microsoft Word. There was an announcement. From 14th October 2025, Microsoft will no longer support Office 2019. I am actually shaking my head in disappointment as I type this. Why is this a big deal? When I bought my PC in 2020, I made a deliberate choice to buy the packaged version of Microsoft Office and make a one-off payment. I did not want to entertain or engage in Microsoft’s attempt to turn a packaged good product, Office, into a subscription product Microsoft 365, to extract more money from me in the long run. But here I am again, being forced to do away with a perfectly good, working product by another Big Tech company all in the name of profit.  

These things annoy me because I am being coerced into making choices that go against my value system. I would not describe myself as overtly climate conscious, but I am against waste. I do not subscribe to the idea of a culture that creates and fosters a society driven by consumerism at the behest of profit. Whilst Microsoft, isn’t asking me to throw away a physical product, its actions are causing me to think it is okay to do away with a perfectly decent product for no good reason. The only reason why Samsung and Microsoft are forcing me to change my working products, products that I am happy with is, so that they make more money. I am loyal to them. I have nowhere else to go. They provide a good service we have all encountered, the gradual, then sudden decline of our phone batteries around about the 18-month mark. Another example of unnecessary waste.  

It all feels a little disheartening. We can no longer take these brands’ values at face value. Excellence and quality no longer mean superiority and long lasting. Instead, they mean ‘excellent until we release a new version next year when you ought to buy again or else we will stop supporting you’. No wonder we are all slightly suspicious of Big Tech, we don’t believe they represent what they say represent. We no longer trust that their ‘yes means yes and their no means no’. 

Sadly, in politics the climate discussion has been reduced to a debate around the viability of achieving net-zero in x many years. But what would happen if we broadened out the conversation, and we looked a little bit deeper into the areas of genuine waste. Areas where our consumerist profit driven approach is forcing us to waste rather than steward the world’s limited resources. What would it look like if governments held corporations accountable for practices that force consumers to buy more than they need? Not to stifle innovation or growth but to stop waste. I don’t want to throw away my phone, tablet or TV but sadly Samsung is forcing me to. That just can’t be right. 

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I’m not sure Christopher Nolan has actually read The Odyssey

The director has drunk the Kool-aid of modernity, and done so deeply
the head of a classical statue looks up amid embers around it.
The odyssey poster.
Universal Studios.

Greek myths are full of hubris. Full of it. I feel like ‘hubris’ isn’t a word you hear very often anymore. It means excessive pride or self-confidence that leads to a downfall, in case you were wondering. “Boris Johnson’s hubristic underestimation of the effects of ‘Partygate’ was the final nail in his political coffin,” we might say.  

In one myth, Icarus is imprisoned, but given wings held together by wax in aid of his escape. He is warned not to fly too close to the sun, because the heat will melt the wax. Guess what he does? Yep! Flies too close to the sun. The wings melt and he falls to his death. Hubris

Another myth tells the story of Prometheus. No, not the slightly underrated Alien prequel. (That’s right, I said underrated, but that’s another article for another day). Prometheus defies the Greek gods by stealing fire and giving it to humans. As punishment, Zeus ties Prometheus to a rock and has an eagle eat his liver, only for it to grow back overnight so the eagle can come back the next day and start again. Hubris. 

Greek myths are full of hubris. Full of it. 

And so, this is why I find the new poster for Christopher Nolan’s upcoming adaptation of Greek epic The Odyssey so … bizarre. But then I’ve been nervous about Nolan’s adaptation since it was announced. Nolan is a wonderful filmmaker, but he’s also deeply naturalistic in the messages he conveys. By this, I mean that all his films suggest that nature – the physical, material world of atoms and things – is all there is. Even when he has opportunity to explore themes of the mystical, or magical, or the supernatural, he only does so when a purely ‘natural’ explanation for such things is possible.  

For example, in The Prestige (and HUGE spoilers for the film here: it’s incredible, please watch it if you haven’t), Nolan tells the story of two rival magicians, played by Hugh Jackman and Christian Bale. Robert Angier (Jackman) is trying to work out Alfred Borden’s (Bale) teleportation trick. The secret? (Seriously: big, big spoilers here). Science. Nikola Tesla has invented a device that can clone someone but send the clone to a different location. The trick – the mysterious MacGuffin at the film’s heart – has a natural, scientific explanation. Magic isn’t real and you’re a fool if you think otherwise. 

Perhaps this is also why Nolan directed the wonderful Dark Knight trilogy. After all, Batman’s superpower is just wealth: it’s entirely naturalistic, with nothing that can’t fit into a scientific way of understanding the world. Or we could point towards the science fiction that underwrites Inception, Interstellar, and Tenet. For a filmmaker so gifted at tension and intrigue, he has surprisingly little truck with mystique, mystery, and the divine. But this is a problem when it comes to The Odyssey. A huge problem.  

Let’s return to that poster I mentioned earlier. It shows the head of a classical Greek statue, flames ember underneath it. The caption? Defy the Gods. And it’s at this point I start to wonder if Nolan has actually read The Odyssey. Because The Odyssey takes questions of divinity and their authority very, very seriously. Like many Greek myths and poems, the message of The Odyssey isn’t ‘defy the Gods’. No: it’s ‘trying to defy the gods is an unbelievably stupid, futile, and dangerous thing to do’. Nolan would seemingly have us raze Mount Olympus to the ground.  

Look, all we have is a poster so far. Nolan might prove me wrong. But we shouldn’t be surprised if Nolan reworks The Odyssey in such a way that ‘defy the Gods’ becomes its central message. Because Nolan is a quintessentially modern filmmaker.  

In a 1965 book called Freud and Philosophy, French philosopher Paul Ricœur described the modern period as dominated by a climate of suspicion or scepticism. Within this ‘climate of thought’, the straightforward understandings of things are actually deceptive, instead hiding hidden, deeper, and ‘truer’ meanings. He described Sigmund Freud, Friedrich Nietzsche, and Karl Mark as the ‘masters of suspicion.’ And so the world around us is to be approached suspiciously, to uncover the ‘truer’ meanings about our subconscious (so Freud), our false, religiously imposed morals (so Nietzsche), or our exploitative economic systems (so Marx). 

Each of Ricœur’s ‘masters of suspicion’ might be mapped on to one of the villains in Nolan’s Dark Knight trilogy. Liam Neeson is Ra’s al Ghul, a Freud-like figure who helps Bruce Wayne navigate the psychological effects of his parents’ murders in childhood. Heath Ledger’s mesmeric Joker is Nietzsche’s stand-in, exposing our misguided systems and structures of ethics, tethered to a religious framework we no longer hold to. Tom Hardy’s Bane is Marx, freeing Gotham’s proletariat from the economic structures that oppress them so. 

It's not a perfect fit, but I think there’s more than enough evidence to say that Nolan has drunk the Kool-aid of modernity, and he has drunk so very deeply. And this would be fine – absolutely fine – if he wasn’t planning to adapt The Odyssey. Because, as a quintessentially modern filmmaker, Nolan’s work emerges out of and celebrates a culture wherein ‘defy the gods’ is a slogan that can only be heard as heroic, courageous, and noble, rather than dumb and futile, as The Odyssey would stress to us. 

Defying divinity is not heroic. The Odyssey knows this and knows it well. Defying the gods never ends well for humans stupid enough to try in Homer’s work. Our modern sensibilities encourage us to be suspicious of institutionalised power, especially when that power takes a religious shape. We are predisposed to imagine that invocations of the divine are nothing more than thinly-veiled power-grabs. And sometimes they are. But The Odyssey is right to say that divinity itself is not to be trifled with. Renounce your creator at your peril. 

Like all his other films, Nolan’s The Odyssey is likely to be tense, wrought, and cinematographically immaculate. But also like his other films, I worry it will be deeply naturalistic in the way it handles the inescapably divine and supernatural elements present in Homer’s epic. The Odyssey has an important message for our increasingly hubristic society. I just worry that Nolan’s not the man to convey it as it deserves. 

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