Unpopularity, or "Why Does No One Ever Talk About This?"
In Gaboule, we want to provide a transparent perspective. We don't trust companies word for word but actually go out of our way and investigate the facts ourselves, rather than relying solely on marketing claims and glossy advertisements. This is important to us in a world where the rhetoric of "openness" or "privacy" can sometimes mask less-than-transparent practices.
This article aims to show how Big Tech companies manipulate users towards their products through a combination of algorithmic bias and the exploitation of social vulnerabilities, and how in turn users are less likely to open up to other situations, such as exploring FOSS alternatives.
The unpopular truth paradox
Many truths are unpopular. Not because they are inherently unpleasant (though they sometimes are), but because they challenge existing narratives, disrupt comfortable assumptions, or simply require too much effort to understand. This is a direct consequence of human psychology and social dynamics, and it makes it hard for privacy enthusiasts like us to go against big corporate lies. When truth exposes established power structures, it rarely finds immediate acceptance.
Big Tech likes to present themselves as the champions of innovation and user empowerment even though their business models frequently rely on subtly shaping user behavior and limiting independent thought (e.g. through manipulative social media algorithms, biased AI outputs)
Then, the users find themselves submerged with a constant stream of updates, often presented as improvements, but also serve to distract from underlying issues and prevent users from truly understanding how their devices and services function, and if the updates really bring more value to them.
In this context, it's worth mentioning telemetry. A misused feature that allows companies to collect user data, often in the background without explicit consent.
We can also see the marketing and branding strategies of these companies are meticulously crafted to cultivate a sense of dependency and unquestioning acceptance. New features are presented as essential, and it results in a population increasingly reliant on these companies to define how they experience anything related to tech, and are less inclined to question the underlying assumptions and practices that govern them. This isn't necessarily malicious; it's a consequence of prioritizing market share and user engagement above genuine user autonomy. The uncomfortable truth is that convenience and perceived ease-of-use often come at the cost of intellectual independence.
The finished product fallacy
With proprietary software, users are presented with a finished product, a black box whose inner workings are hidden. This already discourages investigation and critical analysis. The complexity of this software, that is deliberately engineered to be opaque (usually through obfuscation), creates a barrier to entry for anyone attempting to understand them. Restrictive licensing agreements that prohibit reverse engineering also create a barrier to understanding how these systems work, effectively making it riskier to spread information.
Apple, like many other Big Tech companies, has been accused of working in secrecy to build hype around its products. The company is notorious for creating an aura of exclusivity and prestige around its devices, often at the expense of transparency.
Many users are misled by the branding and marketing of proprietary software products. For instance, some individuals may mistakenly believe that Microsoft Office is inherently superior to LibreOffice, simply because of their branding and marketing efforts. However, when compared side-by-side, these alternatives often offer comparable functionality.1
Why we think it's important to embrace the truth
The unpopular truth is that true technological freedom requires a willingness to question, to investigate, and to challenge the status quo. It demands a shift from passive consumption to active participation. It's a journey that requires effort, but the rewards are well worth the investment.
While FOSS is behind Big Tech with marketing, it promotes transparency in software development. As Edward Snowden mentioned at LibrePlanet 2016:
"This community that we have, that we're building, that does so much, has to grow. We can't compete with Apple, we can't compete with Google, directly, in the field of resources. What we can eventually do is head count and heart count. We can compete on the ground of ideology because ours is better."2
We can all help create a more open and honest world by talking about these issues openly and start to feel more in control and make decisions we truly feel good about.