Why Twitter Marketing Is A Waste, Job Ads For Witches and a $400B Desert City  | Non-Obvious Insights #286

Dear Rim,

You might have a deep reaction to some of the stories this week. In the ones I selected for you below, we'll talk about religion, parenting, rural schools and why Twitter marketing is a waste of money. Why are "Chicken Blood" parents the new tiger moms in China. Does Body Heat Power need a new brand? Should religion ever be described as a myth? What can anyone do to turn around the hopeless situation in rural schools? These are some of the questions that you will read in this week's newsletter. I'd love to hear what you think about any of them. Just hit reply to let me know.

Why Twitter Is A Stupid Place To Spend Your Marketing Dollars

Everyone on Twitter isn't stupid, but it certainly seems like all stupid people have something to say on Twitter. Nonetheless, according to one article from marketing pub The Drum, Twitter is in the midst of a "comeback as one of the most popular social channels." The problem is, the points made in the article are pretty shallow. Here's one of the flawed arguments: "Twitter has become a place to find breaking news before news stations publish anything." 

Twitter very rarely "breaks" news, unless you consider celebrity gossip or juvenile politicians and billionaires insulting one another to be news.

Instead, the vast majority of breaking news on Twitter is actually Twitter users linking to and sharing links to news stories with varying levels of credibility. The article is one-sided piece of content marketing written to encourage brands to increase their ad spending on Twitter. Unfortunately, it does so at the expense of real journalists who could actually use more brand support, such as struggling local news stations. For brands, a better priority would be to find a way to support the storytellers who are really creating news instead of the people lazily pushing a button to share it.

The Tragedy of America's Rural Schools

This week I read the story of a high school student in Mississippi about the same age as one of my boys. It was a sad story, filled with people trying to do good and failing at almost every turn. And the students that continued to suffer for it. The frustrating thing about reading this story was that it was hard to find a single thing or person to blame for it. As reporter Casey Parks shared one character after another at the heart of the failing school district of Holmes County, the futility of every well-intentioned effort hits you hard. People try. Then they fail. Then they leave. 

Along the way, the children who struggle either continue to struggle ... or they make it out, and then they leave. Or they come back, try to help, fail again, and leave again. So the cycle continues. The article and the situation it describes seems hopeless because it has been, even as each new generation continues to hope for something different. The story of how America has forgotten these rural kids is heartbreaking. And there doesn't seem to be a solution coming. For once, the title of the story wasn't hyperbole. The story of rural schools in America is indeed a tragedy.

Cameo's Most Bankable Star Might Surprise You

Last year for my wife's birthday I hired five of her favorite TV stars to wish her happy birthday in recorded video messages. The platform that enabled my gift for her was Cameo, a site that has grown exponentially over the past year and a half. Right now you can request short greetings for any occasion from your favorite musicians, actors and others directly on the platform. Someone, someone and someone are all available to book. As Cameo founder Steven Galanis recently revealed, one of the top earners on the platform who took home over $1 million dollars last year was no A-lister. It was actor Brian Baumgartner, best known for playing Kevin Malone on the hit TV show The Office. 

When asked about his popularity, Baumgartner credits his success to the fact that during the pandemic, "people wanted to make a connection. It's not really about me. I'm the person who gets two people together." That's some beautiful humility there, but I think his popularity is at least a little bit about him. I mean, the scene where he unsuccessfully brings his homemade chili into the office is probably one of the funniest acting I've ever seen. I wonder how much he would charge to recreate that on a Cameo?

Brazilian Artist Uses Trees As "Hair" For His Creations

Every city should have a budget specifically to pay for street artists to do what they do. It is a beautiful thing to walk through streets where walls or fences or traffic dividers are all covered in color. These creations can make the ugliest parts of an urban landscape something beautiful and human. Perhaps one of the most creative examples of that you'll ever see is the work of Brazilian artist Fabio Gomes Trindade, who uses the leaves of trees as "hair" for the women and children that he draws. It a beautiful non-obvious idea, and one that has helped his art go viral around the world. Architects and artists are always trying to find a way to achieve a harmony between their designs and the natural landscape around them. This art is a perfect example of both. 

Why Religion Should Never Be Called a "Myth"

The longer a religion has been around, the higher the probability that others may describe them not as beliefs but as "myths." We already talk about the ancient Greek religion this way. And some people put the Hindu Epics of The Mahabharata and The Ramayana in the same category. In this article, writer Neha Patel explores the difference between an "epic" and a "myth" and whether it matters how we describe them.

The problem, she shares, is that in our modern language the term "myth" often refers to something that is fiction. In fact, the dictionary defines a myth as "an unfounded or false notion." In contrast, a term like "legend" or even "epic" indicates that a story has basis in fact. If Biblical stories are not referred to as myths, then why are stories from Hinduism described that way? As Patel concludes, "I personally prefer to refer to them as Hindu epics. The term suggests a continuity of traditions that myths don't."

Glasgow Nightclub Uses Body Heat of Dancers To Power The Venue

To coincide with the COP26 Climate Change Summit, a Scottish nightclub is trailing a new system that can harness the body heat of dancers to power the venue and reduce it's carbon emissions. The system works by using small "boreholes" dug out underneath the dancefloor and across the venue. If it works, the applications of this could be amazing for many other situations beyond nightclubs such as gyms, train stations, playgrounds and more. Now we just need to create a name for this so it can be advocated for like solar power or wind energy. Bounce energy? Pedal power? Kinetic transfer? Now I'm pretty sure I'll be thinking about this all day ... 

Even More Non-Obvious Stories ... 

Every week I always curate more stories than I'm able to explore in detail. In case you're looking for some more reading this week, here are a few other stories that captured my attention ...
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The Morning: A Delta unknown

Is it more severe than earlier variants of the virus?

September 9, 2021

Good morning. Is the Delta variant more severe than earlier versions of the virus? We look at the latest data.

Hospital staff caring for a 2-month-old Covid patient in New Orleans last month.Erin Schaff/The New York Times

A big Delta unknown

It remains perhaps the most important unanswered question about the Delta variant: Does it cause more severe illness than earlier versions of the Covid virus — or equally severe symptoms in the average infected person (while clearly being more contagious)?

The question is especially relevant to children and to vaccinated adults. In both groups, earlier versions of Covid were usually manageable. For the vast majority of people, the virus resembled a typical flu, rarely causing serious illness.

If Delta weren't any more severe, it would mean that this encouraging situation had not changed. On the other hand, if Delta were substantially more severe, it could call for a much more cautious approach to everyday life.

So what's the answer?

We still can't be sure, and future data could change the picture. But the evidence so far suggests that Delta is similarly severe to earlier versions of the virus, probably with only modest differences in one direction or the other. While Delta is certainly more contagious — and its contagiousness does call for some new precautions, like more frequent mask wearing — its severity does not appear to be fundamentally different. That's a more heartening picture than many people assume.

These tentative conclusions come from three difference sources: expert opinion; research studies; and overall data on cases, hospitalizations and deaths. Let's take them one at a time:

1. Expert opinion

Because the evidence is still emerging and sometimes inconsistent, experts do not read it precisely the same way. Still, I have noticed the broad outlines of a consensus in recent interviews:

  • "Any difference is a small difference," Dr. Aaron Richterman of the University of Pennsylvania told me.
  • "On a per-infection basis, I don't think it's changed," Jennifer Nuzzo, the lead epidemiologist for the Johns Hopkins Covid-19 Testing Insights Initiative, said. "The risks to vaccinated people haven't really changed."
  • "It really is in the 'I don't know stage,'" Dr. Paul Sax of Brigham and Women's Hospital said.
  • Dr. Robert Wachter of the University of California, San Francisco, said: "I treat as if it might be a little more severe, but I don't know that it matters that much. I can't think of any public health decision that hinges on whether it's the same or 20 percent worse."
  • Dr. David Dowdy of Johns Hopkins pointed out that most people naturally assume Delta is more severe — because it is new, scary and more contagious. Given this bias, he advises assuming it is not more severe absent good evidence. He thinks it's equally likely that Delta is slightly more severe or slightly less severe.

2. The research

The studies evaluating Delta's severity have been frustratingly inconsistent. "There has been mixed evidence about whether it's more severe or not," Dr. Rebecca Wurtz of the University of Minnesota told me. "The final word is not yet in."

Some research — like a study from Scotland — has found that the people who contract Delta get sicker on average than similar people who contracted an earlier version of the virus. Other evidence says otherwise. As Ariana Eunjung Cha of The Washington Post wrote:

A recent technical paper out of Britain suggested the Delta variant does not cause more serious illness than its predecessors, but the analysis did not specifically break out children. David Rubin, a researcher at Children's Hospital of Philadelphia who has been studying U.S. hospitalization data, said that in recent weeks, 1,200 to 1,400 children were inpatients at the peak, and while those numbers may be large, the rate of hospitalization remains the same as in the past at 0.8 to 0.9 percent.

Dowdy notes that the more alarming findings tend to receive more public attention, but that doesn't make them more likely to be right.

3. The topline data

The broad Covid data is probably the biggest reason to doubt that Delta is meaningfully more severe than earlier versions of the virus. The share of Covid cases leading to hospitalization seems to have held steady or even declined in recent months.

That's true in Britain, including among children too young to be vaccinated. It's true among both vaccinated and unvaccinated Americans in places that publish detailed numbers, like the state of Utah and the city of Seattle. And it's true among the full U.S. population: Total cases have risen almost fifteenfold since their June nadir, while hospital admissions have risen about sixfold.

By themselves, none of these comparisons prove much, because the mix of who gets Covid can change over time. But if Delta were significantly more severe, you'd expect to see some signs that hospitalizations or deaths were rising faster than new cases. Those signs are hard to find.

The bottom line

Figuring out how this data should affect your daily life isn't easy, I realize. The situation is uncertain, and different people will make different decisions.

Maybe this frame is helpful: For children and vaccinated adults without other major health problems, there are a lot of reassuring signs. Covid appears to present less risk than some other daily activities. Among Americans under 17, fewer than 500 have died of Covid since the pandemic began; many more — a few thousand every year — die in vehicle crashes.

As Wachter said about Covid this week, "Risk is low enough to live life, high enough to be careful."

For people who do have a health condition that increases their risks — like severe obesity, a previous organ transplant or an active case of cancer — the calculations may be different. Most children hospitalized with Covid, for example, have been older teenagers with a serious pre-existing health condition, Dr. Jennifer Lighter of N.Y.U. told me. Because Delta has caused a surge in Covid cases, it represents a threat to vulnerable people.

The hardest calls may be for vaccinated people who are over 65 and generally healthy. Delta's severity does not appear to be fundamentally different for them, either. But their hospitalization rate has risen more rapidly in recent weeks than that of other groups. I understand why some older people may choose to err on the side of caution until we better understand Delta.

And what about the one-quarter of American adults who have not received a vaccine shot? They continue to have abundant reason to fear Covid.

Chart shows seven-day average.Source: U.S. Department of Health and Human Services

More on the virus:

THE LATEST NEWS

Politics
John Henry Ramirez was sentenced to death for the 2004 murder of a convenience store worker.
Matthew Busch for The New York Times
Other Big Stories
Opinions

The Texas abortion law brings us closer to the idea that human life begins at conception, Karen Swallow Prior argues.

For readers of The Morning, a limited-time offer.

Support the journalists who bring the truth to light. Subscribe now with this special rate on expert reporting.

MORNING READS

Fleetwood Mac: After a heart attack and (another) feud with Stevie Nicks, Lindsey Buckingham is back.

Third wheel: A writer struggles to compete with her husband's Peloton.

Advice from Wirecutter: Keep your knives sharp.

Lives Lived: Phil Schaap hosted radio programs, wrote Grammy-winning liner notes and taught classes exploring the intricacy and history of jazz. He died at 70.

Michael Constantine, an Emmy-winning character actor, was best known as the school principal on "Room 222" and, 30 years later, as the patriarch in "My Big Fat Greek Wedding." He died at 94.

ARTS AND IDEAS

The Tampa Bay Buccaneers and the Tennessee Titans at training camp last month.Dirk Shadd/Tampa Bay Times, via Associated Press

What's new this N.F.L. season

After the strangest season in league history, the N.F.L. will resume its familiar rhythms tonight — with fans packing stadiums and Tom Brady defending a Super Bowl title — when the Tampa Bay Buccaneers host the Dallas Cowboys.

So much else, though, about how football will look, and be played, in this second pandemic season is different. Here are four things that you should know:

1. The N.F.L. expanded the regular-season schedule to 17 games, from 16. Watch for single-season records to fall, coaches to preserve starters' health by pulling them earlier in blowouts, and the Houston Texans to try and avoid becoming the first team to go 0-17.

2. The N.F.L. played into its image as the No Fun League by vowing to crack down on taunting. That means such heinous acts as spinning the ball or pointing a finger will result in a 15-yard penalty.

3. In a move bound to confuse viewers, many different positions — not just quarterbacks, kickers and punters — can now wear single-digit numbers.

4. For the first time since 2012, at least three rookie quarterbacks are expected to start in Week 1: Trevor Lawrence (Jaguars), Zach Wilson (Jets) and Mac Jones (Patriots). — Ben Shpigel, Times sports reporter

For more: The Times previewed the A.F.C. and the N.F.C.

PLAY, WATCH, EAT

What to Cook
David Malosh for The New York Times. Food Stylist: Simon Andrews.

Make this smoky lo mein packed with shiitake.

What to Read

After winning Pulitzers for "The Underground Railroad" and "The Nickel Boys," Colson Whitehead reinvents himself with a crime novel, "Harlem Shuffle."

Green Thumb

Grow native wildflowers — it's good for the environment.

Late Night

The hosts shared virus frustrations.

Now Time to Play

The pangrams from yesterday's Spelling Bee were ejection and injection. Here is today's puzzle — or you can play online.

Here's today's Mini Crossword, and a clue: Standoffish (five letters).

If you're in the mood to play more, find all our games here.

Thanks for spending part of your morning with The Times. See you tomorrow. — David

P.S. After Mao Zedong died 45 years ago today, The Times called him "a Chinese patriot, a combative revolutionary, a fervent evangelist, a Marxist theorist, a soldier, a statesman and poet."

"The Daily" is about the legacy of Sept. 11. "Sway" features the actor Riz Ahmed.

Claire Moses, Ian Prasad Philbrick, Tom Wright-Piersanti, Ashley Wu and Sanam Yar contributed to The Morning. You can reach the team at themorning@nytimes.com.

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Today’s Daily: ‘I’m Part of Something That’s Really Evil’

The story of Terry Albury, an F.B.I. agent so disillusioned by the war on terror that he was willing to leak classified documents.

September 9, 2021

This is how the news should sound. Twenty minutes a day, five days a week, hosted by Michael Barbaro and powered by New York Times journalism. Contact us: thedaily@nytimes.com.

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