“My Luddism comes from conviction. It also has much to do with temperament, and trace amounts of incompetence and disorganization. But fundamentally the tech world—with its buzzwords, pitch decks, and perennial hype, everything always “amazing” and “awesome” and “unprecedented”—creeps me out. All this talk of changing the world, rendered in the same market-tested fonts and colour schemes, always makes me ask: Is there any there there?

Put another way, I am skeptical of hype, not only in my tech, but in my religion. I enjoy parties and wine and snappy aesthetics as much as the next person. But when it comes to branding campaigns for Jesus, carefully coordinated church Instagrams, hip merchandise, the pastoral pitch from a megachurch mainstage, I worry that it all looks a little too much like any other marketing scheme.”