Reification of Spam

Still harder for me to grasp was the total interpenetration of e-commerce and physical space. Standing inside Stevens Books was like being on a stage set for Stevens Books, Stevens Book, Stevens Book Shop, and Stevensbook — all at the same time. It wasn’t that the bookstore wasn’t real, but rather that it felt reverse-engineered by an online business, or a series of them. Being a human who resides in physical space, my perceptual abilities were overwhelmed. But in some way, even if it was impossible to articulate, I knew that some kind of intersection of Olivet University, Gratia Community Church, IBPort, the Newsweek Media Group, and someone named Stevens was right there with me, among the fidget spinners, in an otherwise unremarkable store in San Francisco.¹

The insanity of online algorithm-generated spam has begun to maniphest in physical form.