the antidepressants kicked in

So, for those unaware, Project Moon has fired VellMori, the CG artist for Limbus Company. Now, a not inaccurate statement that can be made from this is "Project Moon fired a woman for being a feminist" but this is... somewhat reductive. Let's immediately get out of the way that VellMori did absolutely nothing wrong. Some people have said she is a TERF. I've seen no evidence of this. Some people have said she wished death on all men. I've seen no evidence of this.

What I HAVE seen is that VellMori thinks sexual abuse is bad. Now, why would this lead to a firing? The short answer is that a bunch of violent incels, one of which was literally dressed as a clown, came knocking at their office doors.

See, Limbus Company has a "beach" event coming up. In this event, we are getting a water themed outfit for two of the characters, one male and one female. For Sinclair, the guy, he has been given an EXTREMELY slutty mechanic's outfit. For Ishmael, the woman, she has been given a very skintight wet suit outfit. Now, I wanna take care to note that VellMori is the CG artist - she had no hand in these designs, a man made them. I would also like to mention that both outfit designs are amazing, and I will be including them at the end of this post for reference.

Now, upon revealing the wet suit design for Ishmael, a bunch of whiny incels on what is basically Korean 4chan got upset that Ishmael, instead of being in a bikini as is usual for gacha games, was wearing a wet suit. Nevermind that the designs in Limbus Company have always been conservative and that the Sinclair design is the most skin we've ever seen and it's just an open shirt. Again, the wet suit is still super revealing, it's skin tight and this is literally the first design of her that doesn't make her look flat chested. They're not rioting over the lack of sex appeal, they're specifically mad that it's not a bikini.

The incels come to the conclusion that the lack of any skin being shown on Ishmael's outfit is a result of evil feminism. No, I'm not exaggerating. They initially begin harassing the artist who is actually responsible for drawing the outfits, but upon learning that he is a man, set their sights on VellMori because she's a woman, and being an artist is good enough I guess. What they do from here is they start digging and digging and digging on VellMori's twitter, making use of archived pages because many of the "offensive" tweets had been deleted.

I'd like to take a moment to point out that VellMori never actually tweeted anything out here - it was all retweets from a 4-6 year old archive, and retweets that have been long deleted. These retweets contain such transgressive statements as "I'm sick of misogyny" and "If being against patriarchy makes me antisocial, then so be it" and just... mirroring back to men what those men were saying to women. Some people would like to have you think she was calling for death to all men. She wasn't. She ALSO retweeted all this stuff while she was a teenager and well before she worked for Project Moon.

Nonetheless, the incels had decided that feminism was the reason Ishmael had a wet suit and not a bikini and they had found a feminist working for Project Moon. It is at this point that we must take a brief detour and talk about Library of Ruina, Project Moon's previous game.

See, in Library of Ruina, one of the protagonists, Angela, has this whole arc about escaping her abuser and becoming a human. Yes, she is literally a robot, but Project Moon isn't exactly a stranger to symbolism in their stories and a feminist reading of Angela is ridiculously easy. The main antagonist in Library of Ruina is Argalia, the Blue Reverberation, and his crew is called the Reverberation Ensemble. Every member of the Reverberation Ensemble is a violent lunatic who each want to reinforce the status quo in their own unique shitty way. In addition to this, typically in order to reach the titular Library, you would need to be invited. The Reverb Ensemble are the "uninvited guests", the ones who managed to reach the Library and knock down the door without an invite.

Why am I talking about this? Well, the incels decided to start calling themselves the Reverb Ensemble, and referring to each other using names of the Reverb Ensemble members such as Pluto, Elena, and Oswald. Having taken on the moniker of the uninvited guests, they then showed up to Project Moon's office to protest. Over the lack of a bikini. Now, remember how I mentioned someone was dressed up as a clown? One of the Reverb Ensemble members, Oswald, is a clown with an extremely tenuous grip on reality. So much so, that his ideal world is one in which there is no meaning whatsoever. That is the character they chose to dress up as. This is either a case of extreme self awareness or extreme self unawareness.

Eventually, the incels were let into the office possibly as a form of damage mitigation to prevent the crowd of protestors from getting any bigger. This was a questionable decision, but they had a group of violent incels at their doorstep either way, and I don't exactly have full details on this. Regardless, Project Moon had on their hands a group of violent protesting incels, who they felt compelled to let into the building, and who had demands including the firing of their feminist employee.

So while "Project Moon fired a woman for being a feminist" isn't inaccurate it also isn't the full picture. More appropriately, it'd be "Project Moon fired a woman because a group of violent incels who weren't satisfied with a form fitting wet suit instead of a bikini showed up to their office demanding that an artist who did not make the wet suit design be fired because she retweeted some feminist stuff 5 years ago while she was a teenager".

I'm not happy with this. None of this is good. People are allowed to be feminists, and Project Moon stories have always presented progressive ideas to anyone with half a brain to do some basic literary analysis. I can understand why they would cave to the demands of people who were threatening them and showed up to their actual place of work, but at the same time, that's someone's livelihood gone and proof that in the future, the same sorts of people can use the same sorts of tactics to bully Project Moon into doing whatever they want. All of this sucks.

For those who would like to see the retweets in question alongside translations: https://twitter.com/danghwangs/status/1683884236888223744

And for people who would like reference as to what the artworks these incels were up in arms about, Ishmael in the wet suit and Sinclair in the mechanic's outfit.

The first is that VellMori did seem to have interacted with some Tweets by the past and not that long ago, with some being questionables, by using her second account, which is private.

(I don't really know how to translate exactly, but basically those are feminists posts promoting the men abusive behavior and saying that raising a boy is raising a sexual predator, from what I understood with Google Translate... A more accurate translation is very welcome!)

Now, I'm not saying that she is being wrong. Is it good, is it bad? Seeing how most Korean men have acted, can we really blame women for acting like this toward them? Is it something of the norm in Korean feminism? Maybe it was a huge important movement that most women followed without really thinking about it? Did VellMori changed her opinion?

I'm obviously not Korean, nor a professional in sociology, I can't reply to any of those questions. I however did saw on Twitter that VellMori draws male characters, have male characters herself, liked posts and art from male, gay and trans artists, so saying that she hates men/wants them dead because she interacted with RadFem posts, and that she is a TERF, seems quite untrue.

The second is that the gender war in Korea is awful, from what we've seen. But who's wrong, who's right, is another whole story. Men are being awful to women, women are being awful to men as a reaction, so men are even more awful... In the end, if you're a man, you're seen as a pig, if you're a woman and support women's rights, you're seen as trying to make men evil. There's no winning side, that's unfortunately how it is.

Now, I just want to ask something really important to all people who are mad at Project Moon for firing VellMori:

What would you have done if you were in their shoes?

As a reminder, you're a small company, in a country with norms and cultures that are very different and a very bad gender war going on, people apparently know where your office is located, your game, that you created to raise your funds, is being threatened of being deleted...

Can you really say you would have made a better choice?

I'm not saying it's the right choice. But in a situation as such, it might have been the best, for the company, for the artist, for the game.

I'm still not taking sides here, I just share information and want you all to think about it twice. I'm also upset to know that VellMori got fired (I really love her art!), but also, I hope she can find a job somewhere else, she did mentioned on Twitter wanting to join Sony studios, hope she can!

But other than that, remember that nobody is truly innocent, that nobody is truly evil, we make mistakes, we learn, we can regret it, we can not always make the best choices, sacrifices have to be made in the end, that's how it is. If you choose to not support Project Moon anymore, it's fine, but don't spread hate or misinformation please. And in any case you should not feel ashamed to love their games!

Principle 1: Expand the ways new users can discover and sign up for Tumblr.

Tumblr has a “top of the funnel” issue in converting non-users into engaged logged-in users. We also have not invested in industry standard SEO practices to ensure a robust top of the funnel. The referral traffic that we do get from external sources is dispersed across different pages with inconsistent user experiences, which results in a missed opportunity to convert these users into regular Tumblr users. For example, users from search engines often land on pages within the blog network and blog view—where there isn’t much of a reason to sign up. 

We need to experiment with logged-out tumblr.com to ensure we are capturing the highest potential conversion rate for visitors into sign-ups and log-ins. We might want to explore showing the potential future user the full breadth of content that Tumblr has to offer on our logged-out pages. We want people to be able to easily understand the potential behind Tumblr without having to navigate multiple tabs and pages to figure it out. Our current logged-out explore page does very little to help users understand “what is Tumblr.” which is a missed opportunity to get people excited about joining the site.

Actions & Next Steps

Improving Tumblr’s search engine optimization (SEO) practices to be in line with industry standards.

Experiment with logged out tumblr.com to achieve the highest conversion rate for sign-ups and log-ins, explore ways for visitors to “get” Tumblr and entice them to sign up.

Principle 2: Provide high-quality content with every app launch.

We need to ensure the highest quality user experience by presenting fresh and relevant content tailored to the user’s diverse interests during each session. If the user has a bad content experience, the fault lies with the product.

The default position should always be that the user does not know how to navigate the application. Additionally, we need to ensure that when people search for content related to their interests, it is easily accessible without any confusing limitations or unexpected roadblocks in their journey.

Being a 15-year-old brand is tough because the brand carries the baggage of a person’s preconceived impressions of Tumblr. On average, a user only sees 25 posts per session, so the first 25 posts have to convey the value of Tumblr: it is a vibrant community with lots of untapped potential. We never want to leave the user believing that Tumblr is a place that is stale and not relevant. 

Actions & Next Steps

Deliver great content each time the app is opened.

Make it easier for users to understand where the vibrant communities on Tumblr are. 

Improve our algorithmic ranking capabilities across all feeds. 

Principle 3: Facilitate easier user participation in conversations.

Part of Tumblr’s charm lies in its capacity to showcase the evolution of conversations and the clever remarks found within reblog chains and replies. Engaging in these discussions should be enjoyable and effortless.

Unfortunately, the current way that conversations work on Tumblr across replies and reblogs is confusing for new users. The limitations around engaging with individual reblogs, replies only applying to the original post, and the inability to easily follow threaded conversations make it difficult for users to join the conversation.

Actions & Next Steps

Address the confusion within replies and reblogs.

Improve the conversational posting features around replies and reblogs. 

Allow engagements on individual replies and reblogs.

Make it easier for users to follow the various conversation paths within a reblog thread. 

Remove clutter in the conversation by collapsing reblog threads. 

Explore the feasibility of removing duplicate reblogs within a user’s Following feed. 

Principle 4: Retain and grow our creator base.

Creators are essential to the Tumblr community. However, we haven’t always had a consistent and coordinated effort around retaining, nurturing, and growing our creator base.  

Being a new creator on Tumblr can be intimidating, with a high likelihood of leaving or disappointment upon sharing creations without receiving engagement or feedback. We need to ensure that we have the expected creator tools and foster the rewarding feedback loops that keep creators around and enable them to thrive.

The lack of feedback stems from the outdated decision to only show content from followed blogs on the main dashboard feed (“Following”), perpetuating a cycle where popular blogs continue to gain more visibility at the expense of helping new creators. To address this, we need to prioritize supporting and nurturing the growth of new creators on the platform.

It is also imperative that creators, like everyone on Tumblr, feel safe and in control of their experience. Whether it be an ask from the community or engagement on a post, being successful on Tumblr should never feel like a punishing experience.

Actions & Next Steps

Get creators’ new content in front of people who are interested in it. 

Improve the feedback loop for creators, incentivizing them to continue posting.

Build mechanisms to protect creators from being spammed by notifications when they go viral.

Expand ways to co-create content, such as by adding the capability to embed Tumblr links in posts.

Principle 5: Create patterns that encourage users to keep returning to Tumblr.

Push notifications and emails are essential tools to increase user engagement, improve user retention, and facilitate content discovery. Our strategy of reaching out to you, the user, should be well-coordinated across product, commercial, and marketing teams.

Our messaging strategy needs to be personalized and adapt to a user’s shifting interests. Our messages should keep users in the know on the latest activity in their community, as well as keeping Tumblr top of mind as the place to go for witty takes and remixes of the latest shows and real-life events.  

Most importantly, our messages should be thoughtful and should never come across as spammy.  

Actions & Next Steps

Conduct an audit of our messaging strategy.

Address the issue of notifications getting too noisy; throttle, collapse or mute notifications where necessary.  

Identify opportunities for personalization within our email messages. 

Test what the right daily push notification limit is. 

Send emails when a user has push notifications switched off.

Principle 6: Performance, stability and quality.

The stability and performance of our mobile apps have declined. There is a large backlog of production issues, with more bugs created than resolved over the last 300 days. If this continues, roughly one new unresolved production issue will be created every two days. Apps and backend systems that work well and don't crash are the foundation of a great Tumblr experience. Improving performance, stability, and quality will help us achieve sustainable operations for Tumblr.

Improve performance and stability: deliver crash-free, responsive, and fast-loading apps on Android, iOS, and web.

Improve quality: deliver the highest quality Tumblr experience to our users. 

Move faster: provide APIs and services to unblock core product initiatives and launch new features coming out of Labs.

Conclusion