the problem with the "like" trade

earlier today randy abrams posted an interesting take on facebook advertising and how misleading the word "like" can be (http://randy-abrams.blogspot.com/2011/12/facebook-misleading-advertising.html). this reminded me of a beef that i've apparently had going back at least as far as may of this year (judging by the timestamp on the screenshot i took).

specifically, randy said the following:

If I have to “like” a page to get the information I want, I don’thave a problem with that

well, with all due respect to randy, i do have a problem with it. randy makes some good points about the way people's pictures get used in facebook ads when they "like" things, but a point he neglected is that forcing users to "like" or otherwise post about something before they can see the content they've been lured with is a popular tactic in facebook scams.

now, i'm not trying to suggest that security companies making use of this marketing methodology are scam artists (though i am tempted to say that all marketing is in some way a scam) but they should be aware that by utilizing this sort of marketing they are effectively endorsing a marketing methodology (developed by facebook) that breeds victims. i don't expect facebook to care about such things, since such trickery is how they make their money, but i certainly expect security companies (especially ones with as strong a leaning towards empowering users as eset) to know better than to go along with facebook's questionable methods and do things like this:

"like"s are not something to be bought from users in exchange for free or otherwise tempting content. they are an endorsement and as such can't be legitimate until after the user has sampled the content. the idea of exploiting illegitimate user endorsements should be recognized as unethical and should be understood to have consequences. by using the sort of techniques that scam artists thrive on, one is basically training people to be victims. i expect better from security companies and i think you should too.

marketing bullshit isn't just from marketing departments

so apparently there's a conference going on right now called hacker halted. i heard mention of it a few days ago but paid little attention because frankly there are just too many security conferences to keep track of. what piqued my interest yesterday, however, was a retelling of something george kurtz is supposed to have said in one of the keynotes at the conference - specifically, he's quoted as saying the following (from @InfosecurityMag's tweet)

industry has to move beyond signatures and customers need to demand this from the vendors. We need to change and adapt

now i have to admit i had no idea who george kurtz was. fact of the matter is i have no idea who most people in the security field are (so if you're wondering why i don't follow you back on twitter or add you to a circle on google+, that's a strong contender for the reason why). i thought he was just some crank talking about things he didn't really know much about (more common than you might think, unfortunately) because the AV industry hasn't been relying exclusively on signatures for quite a long time.

imagine my surprise to discover george kurtz is actually the chief technology officer at mcafee, of all places. would such a highly titled representative of an AV company really say such a bizarre thing? well, if symantec's CEO can claim the virus problem is solved, then i guess so, but it still begs the question "what was he thinking?"

thankfully rik ferguson managed to tease a little something extra out of george on twitter

George Kurtz woke up in 2008 today "industry has to move beyond signatures". Helloooo? McFly?

@rik_ferguson maybe you missed the part about the hardware assisted security. Opps.. forgot you don't really have that at Trend.

and there we have it; the quote that people are fawning over (or scratching their heads over) was actually marketing bullshit. oh sure, on the the surface it looks like an AV big wig eating crow and admitting that his company isn't doing a good enough job and needs to improve; just the kind of frank confession we're all waiting for the AV industry to make. but with this added wrinkle we see that's not it at all. george's company supposedly already has improved and it's everybody else who still has the problem. mcafee has this licked, mcafee is the solution, buy mcafee.

no, he didn't actually say 'mcafee is the solution, buy mcafee' (to the best of my knowledge), but that is the reality distortion he's setting up - and distorting reality that way is the hallmark of marketing. all that remains is to publicly declare that deepsafe (their hardware assist technology that they announced over a month ago) is how you "move beyond signatures" and the marketing message will be complete with reality suitably distorted to mcafee's benefit and everyone else's detriment.

now you might be thinking to yourself that this can't be true, that such a highly placed and well respected security expert would never stoop to such base gamesmanship. the fact is that not only do most public faces of the industry practice marketing regularly in the process of representing their respective companies, but most high profile speakers rise above the rest not strictly by merit but by effectively selling themselves and building their personal brands - and if they have to stretch the truth or fuzz the facts or distort reality to make their message more palatable to the masses and give themselves more cache and influence, then so be it.

and the unfortunate consequence of this is that, due to the fact that the rest of us rely on such speakers to inform us, much of what the majority of us know about the the subject matter in question is actually somewhat wrong in subtle (or not so subtle) ways. reality distortion interferes with the formation of accurate mental models and that in turn interferes with people's ability to deal with the parts of the real world those models are supposed to represent. one of the things i've tried to impress on people in the past is that they need to stop listening to marketing, but i realize now that i don't have an easy method for them to recognize it in the first place. at least not without developing much more thorough knowledge than they currently have, and to do so without relying on apparent authorities on the subject in question is no easy task.

no, marketing bullshit isn't restricted to the glossy pages of a magazine or the cover of a box or an ad on tv. it's not just the product of marketing departments. it's woven into the very fabric of what we think we know, and it's hurting us.

how do you get to the top?

so how do you get to the top? well, if you're an anti-virus company it stands to reason you get there through technical excellence (yes, i can hear you snickering from here). of course if you have technical excellence then it also stands to reason that your people know what it is they're talking about when they go and say something about malware in public.

specifically, what i and many other people expect is that people working for the #1 anti-virus company to at the very least know the difference between viral and non-viral malware. those kinds of basics seem like they should be prerequisites for achieving technical excellence in the anti-virus industry.

apparently that is expecting too much, since some people (in the industry, no less) are still using the term 'virus' as the umbrella term instead of the more accurate term 'malware'. i'm not sure exactly when it happened, but at some point i started hearing more terminology misuse from media sources within the industry than i hear from general media sources in the world at large.

to say that cancels out any willingness i might have had to suspend disbelief about the question of technical excellence is an understatement.

now one explanation i could entertain is that this is actually part of a very clever plot to keep the public confused and disoriented. governments long ago figured out that it was easier to control their subjects if they kept them stupid and uneducated. it doesn't seem unreasonable to suppose that corporations might make use of similar tactics. the foundation upon which greater understanding and ultimately greater self-reliance is built on is an accurate and consistent body of knowledge about the topic at hand. authoritatively using terms where they don't belong unquestionably undermines the process of developing that body of knowledge. it is precisely the type of tactic i would expect if corporations were trying to keep the masses easily manipulated.

that being said, i'm still prone to give the benefit of the doubt. never attribute to malice that which can easily be explained by incompetence. of course, since that reflects poorly on the possibility of technical excellence, that still leaves open the question of how one can get to the top and stay there.

without technical excellence being the driving force to keep the top players on top, we eliminate the possibility that the system is a meritocracy - or at least if there is a meritocracy, it's not the merits of the technology that are important but rather the merits of the efforts to manipulate people into thinking their technology has the most merit. that's called marketing. in essence, it's the best manipulator, not the best technology, that wins.

(though a system that rewards manipulation seems like it should eventually evolve into one that actively tries to keep people stupid in order to manipulate them more easily)