Seven Deadly Sith

marigolds and a smile c:

Here's how that works:

say you get a text from your internet provider, let's say it's Comcast (whom i hate). So you have this text that says it's from Comcast about your bill with a contact number and a clickable link -- could be real, could be a scam.

Don't touch anything about this text. Open a web browser and look up the customer service number for Comcast. Or get the number from the bill they send you. However you do it, get the contact info for Comcast from a trusted source, like an official phone directory or the Comcast website itself.

Get in touch with them using that information.

So. Let's run the example both ways it could go.

If it IS a scam: you reach out to Comcast and tell them you were contacted about a problem with your bill, they look you up in their customer database, and they tell you there is no problem with your bill.

If it's NOT a scam, you do the same thing, they look you up, and they explain the problem. In this case, neither Comcast nor the employees involved give a single shit whether or not you clicked the link in the text vs. going through their official website.

This works the same for the your bank, the IRS, Amazon, political causes, charities, everything.

If it's not scam they'll be like sure, here's the reference number. Then you follow the instructions above, call the separate number you find yourself on a reputable website and give that person the reference number. And they'll help you resolve the issue.

But the PDF thing kinda makes sense. Bear with me.

But first, some context.

See, in the 1990s before PDF files there was almost no way to generate a document on a Mac and read it on a PC. Or vice versa. Businesses struggled with how to email important documents around and guarantee they looked the same on the other end, regardless of what computer & software the recipient had.

Adobe changed all that with PDF.

Since Acrobat Reader was available (and free!) for Windows & Mac, suddenly the problem went away. Everyone knew how to read a PDF. Adobe became a universally recognized brand overnight even if you'd never heard of Photoshop, because everyone had goddamn Adobe Reader installed.

Because of that, every tech company yearned to be just like Adobe: invent something universally desired, used by billions of people.

Fast forward to a Yahoo/tumblr meeting sometime in 2013/2014.

Tumblr development staff demonstrates how the back end of tumblr works, which (honestly) is revolutionary as compared with how any other social media site worked at the time. Each tumblr post is composed of blocks of data, any one of which can be text, sound, an image, a movie... anything. These blocks of data are threaded together into what looks to the user like one cohesive message (a single tumblr post) but under the hood it's magic.

Further, the mechanism for doing this can be standardized. In other words: tumblr could, if they wanted, publish the standard as a way for ANY social media site to manage its data.

If other sites did that, then they could trade messages with tumblr! Imagine posting a message on tumblr and reading it on Instagram. Or see twitter messages natively on your tumblr feed. I mean personally, that's a horror show. But the concept is interesting.

(In fact, that's how Mastodon and the Fediverse work in 2025. Each Mastodon post is a standard chunk of data that any website can read & display, assuming it understands the underlying ActivityPub protocol and plays by its rules.)

So the Yahoo executives attend this technology demonstration and one of them quite visibly has a light bulb wink into existence over their head. The light bulb is an old school incandescent, 300 watts at least, and glows furiously bright.

The Yahoo exec stands up. His chair knocks backwards.

"OH MY GOD," he stammers. "This tumblr thing could revolutionize social media. It'd be like the new PDF!"

Then blood shoots out of his nostrils and his head explodes, but all anyone ever remembers from that meeting is "PDF".

Colourful paint pigments preserved in their original pots.

1. A lot of dudes. Just a ton of fucking people from beginning to end of the process.

2. Ancient people weren't stupid, they just figured shit out the same way we do: fuck around until you find out.

3. We're gonna plan this out and it's gonna take ten fucking years, and you will cope.

4. Sticks and string are surprisingly versatile and can be used for a variety of purposes, like moving stuff and making sure things are even and go in the spot you wanted to put them in!