I’m anti-advertising. Not sure if I’ve mentioned that here before, but it drives a lot of my behavior. It also tends to infuriate companies. I opt out of being their product, opting instead to do things the slower, less-convenient, expensive way.

Luckily we live in a time when that’s a choice. I don’t just mean Youtube Premium or the ad-free tier of Disney+; most of the Web is built on delivering content without conditions on how I use that content.

Wait, hold on, I hear you say. That’s not the web I see at all. And you’re right, of course. Everything you see has ads: embedded in the paragraphs, floating alongside, popping up to play you a video, hijacking every link. The content being delivered has ads along for the ride.

But I was talking about what the Web is built on, at least for now. When you’re reading something like you are now, you’re looking at a copy I sent you. Your browser asked my server what it has, and my server sent you an HTML file, some images, a few other bits and bobs. Your browser then chose to combine those in a way that suits how you read. Is this page thin so it fits on your phone? Is it wide so it fits on your 4K monitor? Is it read to you by text-to-speech? That’s all possible because the Web is built on me sending you the components of what you want, and you rebuild them to suit.

So where are the ads? Not in the standards (or not yet). I could choose to send you an ad along with the components for this post. A particular image, some HTML to describe how to display it, how to pop it up, how to make sure it gets onto your phone screen or your 4K screen or (less commonly) into your screen reader. But here’s the thing: your browser still chooses whether to display it. Just like it can ignore the Windows-specific instructions, or ignore the night-mode display values, or the super-large-screen background images. It’s making choices all the time. So why choose to display the ads?

A physical example: when you get the (postal, physical, snail) mail, it has things you want to read (or have to read) alongside things that were sent to you as advertisements. Grandma’s card and a Jiffy Lube offer. The water bill and Disney On Ice at the Civic Center. When you sort out the mail (which I’m sure you do diligently), you probably toss the things you want to read in one pile, the things you need to read in another, and the other stuff goes… yep, in the recycling. You don’t open Grandma’s card feeling guilty that you “blocked” the flyer for 20% off an oil change you don’t need because you don’t own a car. You don’t pay the water bill by carefully placing it behind Elsa (on ice!) and then removing it after 15 pre-defined seconds. You toss the stuff you don’t want. You focus on the stuff you do. Why would anyone expect anything different?

So when I look at updates to the Web that threaten to take that away, that force Grandma’s card to be glued to the flyer, that shred your water bill if you don’t pay Elsa her due… I’m against those. I’ll avoid them, I’ll stop using them, I’ll support whatever’s not that.

My day job is to build automation. Some of my best work is when a person can show their intent with a small effort and automatically marshal hideously complex processes to carry out that intent. I show them the hideous guts of the process once to prove that I’ve done work – a standard wizard tactic to avoid being taken for granted – but after that, it should work like magic.

Or should it? As an individual, I actually dislike magical interfaces. I groan when I read setup documentation, because it always has 3 steps that fail somewhere between step 2 and 3. “Take the device out of the box, place it next to the main device, and it will pair.” Right. And if it doesn’t? (For me, it rarely does.) Then suddenly I’m in 300 more steps that are spread out over a dozen sites, hidden among the worst documentation interfaces possible. I’m pushing the one button on the device in a staccato rhythm while reinstalling the operating system of the other while draping a mylar blanket over both to block stray radiation, and… I realize I’m on the wrong end of the magic.

What I prefer in a case like that is good old fashioned* infrastructure. Plug A into B, tell B that A exists, tell A that B is what you want. Once they’re paired, remove the plug and you’re in the same situation the magic would have left you after step 3. Except! If you run into a problem, you know how to drop into the infrastructure and perform the same set of steps to get you back where  you need to be.

(*It’s not actually old fashioned. We just get used to the infrastructure that works, and it feels like it’s always been there. Infrastructure that doesn’t work is technology, and we get used to it not working and route around it.)

To design infrastructure vs magic, the difference is asking, “what happens when this goes wrong? How can someone using this get to the part that isn’t working and direct it manually?” That’s where the difficult work of engineering comes in, because you need to ask not only how your system works when it all works, but how the whole system it relies on behaves when it doesn’t. What does the process do when there’s no internet? What does it do when the signal from the other device is too weak? What does it do when the list of devices it sees is too long? When the device doesn’t speak the right protocol?

A lot of that design deals with falling back. If the latest protocol doesn’t work, is there an older one that might? If the signal is weak, is there a way to connect that doesn’t use radio? And above all, how do we communicate this to the person looking at it, so they know which part needs help?

So it’s hard work, but really it’s doing the work needed to create full automation. It’s not just automated when it works; that would be magic. Putting me in a place to fix it when it doesn’t work automatically is good infrastructure.