Aug 30 JDN 2459092

What is the most saccharine, empty, insincere way to end a letter? “Sincerely”.

Whence such irony? Well, we’ve all been using it for so long that we barely notice it anymore. It’s just the standard way to end a letter now.

This process is not unlike inflation: As more and more dollars get spent, the value of a dollar decreases, and as a word or phrase gets used more and more, its meaning weakens.

It’s hardly just the word “Sincerely” itself that has thus inflated. Indeed, almost any sincere expression of caring often feels empty. We routinely ask strangers “How are you?” when we don’t actually care how they are.

I felt this quite vividly when I was applying to GiveWell (alas, they decided not to hire me). I was trying to express how much I care about GiveWell’s mission to maximize the effectiveness of charity at saving lives, and it was quite hard to find the words. I kept find myself saying things that anyone could say, whether they really cared or not. Fighting global poverty is nothing less than my calling in life—but how could I say that without sounding obsequious or hyperbolic? Anyone can say that they care about global poverty—and if you asked them, hardly anyone would say that they don’t care at all about saving African children from malaria—but how many people actually give money to the Against Malaria Foundation?

Or think about how uncomfortable it can feel to tell a friend that you care about them. I’ve seen quite a few posts on social media that are sort of scattershot attempts at this: “I love you all!” Since that is obviously not true—you do not in fact love all 286 of your Facebook friends—it has plausible deniability. But you secretly hope that the ones you really do care about will see its truth.

Where is this ‘sincerity inflation’ coming from? It can’t really be from overuse of sincerity in ordinary conversation—the question is precisely why such conversation is so rare.

But there is a clear source of excessive sincerity, and it is all around us: Advertising.

Every product is the “best”. They will all “change your life”. You “need” every single one. Every corporation “supports family”. Every product will provide “better living”. The product could be a toothbrush or an automobile; the ads are never really about the product. They are about how the corporation will make your family happy.

Consider the following hilarious subversion by the Steak-umms Twitter account (which is a candle in the darkness of these sad times; they have lots of really great posts about Coronavirus and critical thinking).

Kevin Farzard (who I know almost nothing about, but gather he’s a comedian?) wrote this on Twitter: “I just want one brand to tell me that we are not in this together and their health is our lowest priority”

Steak-umms diligently responded: “Kevin we are not in this together and your health is our lowest priority”

Why is this amusing? Because every other corporation—whose executives surely care less about public health than whatever noble creature runs the Steak-umms Twitter feed—has been saying the opposite: “We are all in this together and your health is our highest priority.”

We are so inundated with this saccharine sincerity by advertisers that we learn to tune it out—we have to, or else we’d go crazy and/or bankrupt. But this has an unfortunate side effect: We tune out expressions of caring when they come from other human beings as well.

Therefore let us endeavor to change this, to express our feelings clearly and plainly to those around us, while continuing to shield ourselves from the bullshit of corporations. (I choose that word carefully: These aren’t lies, they’re bullshit. They aren’t false so much as they are utterly detached from truth.) Part of this means endeavoring to be accepting and supportive when others express their feelings to us, not retreating into the comfort of dismissal or sarcasm. Restoring the value of our sincerity will require a concerted effort from many people acting at once.

For this project to succeed, we must learn to make a sharp distinction between the institutions that are trying to extract profits from us and the people who have relationships with us. This is not to say that human beings cannot lie or be manipulative; of course they can. Trust is necessary for all human relationships, but there is such a thing as too much trust. There is a right amount to trust others you do not know, and it is neither complete distrust nor complete trust. Higher levels of trust must be earned.

But at least human beings are not systematically designed to be amoral and manipulative—which corporations are. A corporation exists to do one thing: Maximize profit for its shareholders. Whatever else a corporation is doing, it is in service of that one ultimate end. Corporations can do many good things; but they sort of do it by accident, along the way toward their goal of maximizing profit. And when those good things stop being profitable, they stop doing them. Keep these facts in mind, and you may have an easier time ignoring everything that corporations say without training yourself to tune out all expressions of sincerity.

Then, perhaps one day it won’t feel so uncomfortable to tell people that we care about them.