Editor’s note, July 31, 8:15 pm ET: FIFA announced it was scrapping the plan to sell a stake in the World Cup.

The 2026 FIFA World Cup wasn’t perfect, but it was still pretty great. Legions of fans got to experience the US (and Canada, and Mexico), and Americans embraced visiting teams in turn. There was lots of extremely good football (soccer), and Cinderella teams like Cape Verde had a chance to shine. 

Not even two weeks later, though, FIFA president Gianni Infantino is doing his best to kill the good vibes.  He has a new proposal to sell stakes in the World Cup to private equity, attempting to capitalize on an enormously profitable tournament — with record revenue of about $15 billion in this year’s edition.

Specifically, his plan would create a new entity to run the World Cup, with FIFA the majority owner. Up to 21 percent of the company would be offered to private shareholders, in a major departure from FIFA’s current, ostensibly non-profit model. 

And so far, nearly everyone hates it. Many of FIFA’s 211 member associations are in outright revolt; one of its six regional confederations, UEFA, which represents European football, has threatened to boycott FIFA events if the plan goes forward. “We will never lend this model our legitimacy,” UEFA wrote in a statement released Thursday.

Go a little deeper

UEFA is not the only governing body in football that has condemned Infantino’s plan to bring private money into the World Cup, though it has led the charge. Concacaf — which represents North and Central America, plus the Caribbean — and the Asian Football Confederation have also come out against the idea. 

Collectively, they make up nearly two-thirds of FIFA’s member associations, which creates a real math problem for Infantino — the plan would require approval from a majority of FIFA members to take effect. 

The intensity of the backlash has raised questions about Infantino’s future. As the Athletic reported on Thursday, he’s up for reelection as FIFA president in March, but he may no longer have an easy time of it. On Friday, FIFA’s chief operating officer described the proposal as “the project of one person” — Infantino — in a statement coming out against it.

For now, though, FIFA and Infantino say they plan to forge ahead with a “consultation period” for the plan. It sets up an even higher-stakes version of the battle over “hydration breaks” — which double as lucrative commercial breaks — that Roger Bennett, founder of the soccer podcast Men in Blazers, described to Vox in June.

“Ultimately,” Bennett told Vox, “the whole game of football is currently in a battle between its roots and the commercial imperative that comes from being as big as it is. … It is the last megaphone which is faintly audible around the world. And when you have something that big, it becomes deeply desirous to make as much money as you can out of it.”

One link for later

➨ Bail on plans the right way. If you’re currently staring down a weekend engagement you’d rather not attend, Vox’s Allie Volpe has some pointers on canceling without injury or offense. For starters, you can only bail on casual events with someone you either know very well or not that well at all. And you should offer an honest excuse before attempting to reschedule.

Before you go…

• Did you know…that, until 2016, scientists routinely excluded female mice from medical research? The National Institutes of Health now requires that researchers include both sexes to help guarantee that drugs work safely for both men and women.
• Today’s trivia: What’s the Vietnamese word for “festival”? (You can find this and other brain puzzles in Vox’s daily crossword. Look for the answer in tomorrow’s edition.)
• Yesterday’s trivia: Yesterday we asked you to identify the “ugli” fruit. Ugli is the registered trademark for the Jamaican tangelo, a natural — and honestly, perfectly good-looking — hybrid that was discovered in the wild in the early 1900s.

This story appeared in Today, Explained, a daily newsletter that helps you understand the most compelling news and stories of the day. Subscribe here.

“Ooooh, a jar, a tiny little jar,” the overlapping voices of the popular social audio say in a hushed, awed tone, evoking an intrusive thought. “Keep the jar with the other jars.”

Jess Lynch, an artist in Toronto, made the audio on a whim. Among her friends, she’s known as the one whose dishwasher is always filled with jars. 

Not just any old jar, mind you. Lynch has standards. “It’s gotta be a solid mason jar,” she said. “It’s gotta have a lid.” Other qualities that make a container worth keeping? A good seal, watertight, completely see-through, no sticky labels. If it doesn’t meet her standards, it goes straight to recycling. 

Still, she savors the chance to take a container for another spin. “I love reusing,” Lynch told Vox. “Why would I go to the dollar store and buy to-go cups that have to go in the garbage when I could take my little pasta sauce jar that I picked out from dinner last night [and] fill it up with a little savvy B?”

When other people started using the clip as a soundtrack for showing off their own jar stashes, she realized she had struck a chord. The community of collectors is legion.

More than half of American grocery shoppers reuse their glass containers, according to an EcoFocus survey commissioned by the Glass Packaging Institute (GPI). Nineteen percent reuse them for food storage, 14 percent repurpose them for tasks such as organizing and crafting, and another 20 percent reuse them and then recycle them later. Meanwhile, about 30 percent choose to recycle them immediately after use. (Whether you reuse it a hundred times or throw it in the recycling right afterward doesn’t affect how recyclable the glass is, per GPI president Scott DeFife, because the material is “endlessly recyclable.”) 

People who stockpile jars, bottles, and other containers often hold onto them with some glorious intended future purpose in mind. What once held store-bought pasta sauce could stow lentils, leftovers, or that pickling project you’re definitely about to start. Perhaps all of those glass olive containers could become a set of chic matching centerpieces for a dinner party you throw down the line. And there’s nothing better to hold a propagating plant stem than a buxom bottle. The container may be empty, yet it’s full of possibility. 

The satisfaction of stashing

Monica Chavez, the content creator behind House of Esperanza, said she began saving jars when she was a kid. “I come from very humble beginnings,” she told Vox. “We didn’t have much growing up, so repurposing, recycling, and finding a use for everything was critically important.” Sour cream containers held leftover food. Old coffee tins became planters. 

And that sensibility stuck with her, which she describes as, “Yeah, this is a cute jar, I am going to get the most out of it. … It’s that human need to make use of the things you spend your money on.”

Chavez will go out of her way to acquire the right container. She finds that the jar for the Rao’s sauce sold at Costco, for instance, is a more useful shape than the one at grocery stores. She’ll even pay a little bit more if it means she can hold onto the vessel. For example, she buys Oui yogurt, which comes in glass jars with a foil top. “I bought a set of bamboo lids and now I repurpose those,” she said, adding that the jars can store overnight oats, salsa, or other food, or be used by her daughter when she’s watercoloring. Chavez has noticed companies being more savvy about packaging “their products in a way so that the product can continue to live on in those people’s homes…and then it kind of becomes free branding for them.”

“If the cabinet won’t close, it’s time.”

Monica Chavez, content creator, House of Esperanza

Yoplait, the manufacturer of Oui, is definitely aware of the appeal of its container. It has an entire page on its website dedicated to “jar crafts” such as wedding table centerpieces, mini topiary trees, and beauty organizers. Jam company Bonne Maman similarly has a webpage filled with DIY “hacks” for its iconic jars with red gingham tops. “Reusing your empty jars is the perfect way to enjoy Bonne Maman, even after the last spoonful!” it says.

While Chavez has “a lot of jars in rotation constantly,” she also regularly culls her collection. “If the cabinet won’t close, it’s time,” she said. She’ll often list them on Facebook Marketplace or in a “buy nothing” group. “Let them live on somewhere else instead of immediately trying to recycle them,” she said.

Rachael Engelhardt of Trader Joe’s Kitchen and Food With Hardt is a big-time stockpiler who said she’s currently “at max capacity” with her jar collection. But when one of them goes home with a friend or the lid gets rusty, there’ll be an opening in her cabinet for more. She regularly puts them to use because “I have to justify keeping them all in my kitchen.” One of her most coveted containers to reuse is a spice grinder — if she buys one that holds, say, black peppercorns, it might end up grinding up an entirely different seasoning later. 

Lynch, Chavez, and Engelhardt all seem to actually take advantage of the various jars and bottles they stash. But for others, that’s not quite how it goes.

“I’ve seen desirable jars and I’ve saved them, like, one-off,” Sally Augustin, an environmental psychologist and a principal at Design With Science, told Vox. “Only usually, in fact, always in the past, it comes to a point where I’ve had it for a while and I realize, I’ve never put anything in this jar. I think it’s time for it to be recycled, and off it will go.”

Augustin said that many of these containers seem “inherently potentially useful” but, when it comes down to it, “we probably actually have better options.” As she sees it, jars might appeal to people’s nostalgia, or folks might like the look of it, or want to believe they are the kind of person who will reuse vessels. But when those containers gather dust rather than color-coordinated art supplies or heirloom seeds, it might be time to admit defeat. You don’t need an increasingly crowded shelf of empty jars reminding you of your failure to meal prep or make eye-catching terrariums. In that case, the ultimate container — the recycling bin — can relieve you of this burden.  

The impact of reusing jars on the planet

Even though this practice falls under the dictionary definition of “reuse,” is it actually helping the planet? Not particularly. Paul Ferraro, a Johns Hopkins University professor who studies human behavior and public policy, said that this kind of “consumerism-sided decision-making has very little effect on the environment, positively or negatively.”

Ferraro gets the impulse. “These minor decisions make us feel better psychologically,” himself included, he told Vox. But individual choices such as plastic versus glass or paper versus plastic “do not matter in a meaningful way compared to collective changes in how we manage our environment,” he said. It’s not that these decisions are utterly meaningless; more that they’re overall “without significant impact,” he said. 

If reusing jars you already have keeps you from buying a slew of Tupperware online, great. But if the hunger to acquire new and better reusable vessels has you ordering glass containers from e-commerce sites and getting them shipped overnight, you might be canceling out any of that good when you account for packaging, emissions, and manufacturing.   

Ferraro “would not encourage anybody to waste much time” agonizing over specific decisions like glass versus plastic —“worrying about whether there’s an optimal choice for packaging is misplaced energy.” The calculations that go into it are complicated and very variable, with little to show for it in the end. Glass has higher upfront environmental impacts than plastic, per Ferraro: producing it is energy intensive, and it’s heavier so it costs more to transport. The concern with plastic, meanwhile, is what happens after its disposal — if it’s treated as litter, it’ll break down and leach microplastics into the environment. And your ability to recycle it depends on the recycling practices where you live. “So by and large, the rule of thumb is if I’m going to reuse that glass and it’s going to displace other purchases that I would have made, then the glass can be a better choice,” he says. “But the difference is going to be tiny.” 

Of course, it’s much easier to commit to reusing containers than, say, utterly changing the way the United States manufactures products — the latter feels a little above our individual pay grade. But if you want to do your part as an individual to stop climate change, Ferraro says forgoing a cross-country plane ride “would be vastly more impactful on the environment than any of my consumer decisions throughout the whole year,” he said. Ensuring your home is well-insulated is another more effective choice. 

So if you’re torturing yourself by holding onto containers you’ll never use for the sake of Mother Earth, release your chains and toss them in the recycling bin. But for many collectors, it’s not about that. 

Lynch said that she thinks of the spirit of her grandmother whenever she puts something from her jar collection to good purpose. “Every time I find a new use for something that I have hung onto for a while, I feel vindicated,” she said. “Like, oh, I knew there was a reason I was keeping this.”

This story was originally published in The Highlight. To get access to member-exclusive stories like this every month, become a Vox Member today.

Derek Lam has more than 31,000 followers on TikTok and nearly 40,000 on X as of this writing. He is shirtless a lot, he dances a lot, and he is shirtless dancing a lot, which may explain how he got so many fans. His comments are filled with compliments (“beautiful”) in different languages (“hombre bello y sensual”) and superlatives (“this might be the finest man on the internet”) accompanied by different emoji (red hearts, crying laughing, lips). Their responses make it seem like Derek Lam is the first and only beautiful man they’ve ever seen, which may explain why he is also selling “exclusive,” seemingly adult, content. 

He is also, possibly unbeknownst to his many admirers, AI-generated. 

To be fair, there were some signs that this man was not real: Despite the multiple videos, Derek never speaks. His videos are also rather brief, just seconds long. A real hot person probably would have parlayed a following of this size into brand deals or “get ready with me” videos. And the selfies on his X account show a completely different man just three years ago. 

Still, the followers of Derek I talked to didn’t even notice he was AI because he seemed to blend in so seamlessly with the other hot men on the internet.

Derek isn’t the only AI thirst trap showing off defined abs for likes and money. He’s one of an increasing number of completely fake, AI-generated figures sinking their fangs into the real models, influencers, and porn stars who populate our feeds, sucking up their beautiful faces and bodies, and using them to profit, without a penny going to the real humans they fed from. 

When it comes to the damage AI could wreak on society, an army of Dereks tricking horny people into giving him likes — or, worst case, money and Amazon gift cards — doesn’t exactly sound like the singularity doomsday scenario that we’ve been warned about. It’s clearly unfortunate for the adult entertainers competing with deepfakes and a fraud risk for their fans, but one might believe if they don’t fall into one of these two groups, they’re relatively safe and unaffected. 

But there’s something more going on here. History shows that porn and sex drive innovation in the tech industry. The way tech platforms treat sex workers is typically a glimpse into the future, and a warning about how tech platforms will eventually treat all of us. If human desire demands the capability to steal, loot, and turn anyone and everyone into something for sale — possibly into hot Dereks — is anyone safe?

The Dereks of the internet are a bleak look at what’s happening in the real world: nothing belongs to us anymore — not our looks, our beauty, our sex, and our art. Our most human desires are slowly being synthesized, with or without our consent. And AI is making it all possible.  

Deepfake technology has gotten alarmingly good in recent years

Artificial hots like Derek are considered “deepfakes,” an umbrella term for AI-generated media (audio, video, or both) that resembles a real-life person. 

When deepfakes first started appearing in late 2017, they were fairly low-quality, making it easy to tell when someone had used a rudimentary app to paste a celebrity or politician’s head onto a different body. Still, it wasn’t very long until people started wielding this technology to be nasty. 

“The first set of deepfakes were actually used to create pornographic videos. They replaced the subjects in those videos with the faces of celebrities,” Siwei Lyu, a professor at the University at Buffalo who studies digital forensics, told me. 

Because the quality of those videos was bad and the content was often absurd or unrealistic, it was easy to tell they weren’t real. Those clunky apps needed a lot of data — videos, images, etc. — of real people to produce crappy videos; Lyu explained that this is why you mostly only saw deepfakes of politicians and celebrities at the time.

As the technology got better, it became less reliant on having a huge amount of data. Instead of needing a whole archive, the new versions of these apps can pretty much run on nothing. “They do not need that much data to train a model anymore. Some of the most recent algorithms just need a single picture — just a single picture of someone,” Lyu said. And the quality is better too. Lyu said that there are AI programs that can now change a person’s appearance and voice in real time, like in Facetimes and Zooms or on live broadcasts.  

Given how many of us are constantly posting photos and videos online, it is now extremely easy to create a convincing social media presence for a person who is not real, and to use it to catfish unwitting people on the internet. 

“This is the problem. It’s becoming more and more challenging to visually tell deepfakes apart,” Lyu said. “Seven years ago, when I started working in this area, checking them was not this difficult,” he added. 

Lyu is an expert in digital media forensics and machine learning, and he went through one of Derek’s videos frame by frame and pointed out some obvious AI tells. There was a distorted watchface with weird swirls instead of numbers and a moment in the video where all of Derek’s fingers on one hand were the same length. Lyu also pointed out that Derek’s chest hair fluctuates, appearing dense in one frame and then dissipating in another.

Through social media, I attempted to contact the owner of Derek Lam’s account with evidence from Lyu that these videos are artificial; I did not hear back.

During my deep dive into Derek Lam’s social media presence, I looked at the accounts he was following. I noticed that of those accounts, someone who goes by the name Vance Ford also had tens of thousands of followers and had nearly identical videos to Derek. The flexing, dances, movements, and music they were set to were all the same, but with what appeared to be a different man performing them. 

I attempted to contact Vance through DMs on social media and did not get a response. I also e-mailed two models who appear to be the actual people that the Derek and Vance AI personas were trained on, but they didn’t respond. 

I sent two of Vance’s videos to Lyu, who analyzed them manually and with AI-detection software. He confirmed that “their movements are nearly identical — consistent with generation from a shared motion source,” and noted that the Vance videos had moments of distortion, unintelligible text, and facial warping. 

 “Young Magnum PI…Tom Selleck,” commented one admirer.

What happens when real people follow fake hots 

“Wow I’m a boomer,” said Patrick, one of Derek’s followers on X, after I told him that he might be following an AI-generated thirst account. (Vox agreed to let Patrick, and Derek’s other followers, use a pseudonym so they could speak frankly about being thirsty for a fake guy.) Prior to our chat, Patrick had no idea Derek was likely a deepfake, and maintains that he didn’t even know he was following the account. Patrick is 33 years old, roughly 30 years younger than the youngest boomer, but being fooled by a hot AI man has made him feel old and vulnerable, susceptible to scams and perhaps light financial crime. 

“This was probably some smut account I followed before I moved all that over to an alt,” Patrick said, noting that in daily life, he’s only ever used AI to help organize and write emails. Wielding AI to create fake videos and photos does not thrill him, nor does the potential of seeing more of Derek. 

“A person being real, someone you could run into at a bar, is half the fun,” Patrick told me, explaining some of the accounts he follows. “AI porn is not of interest, to me, anyway.” 

Not being able to tell the difference between the real beautiful men on the internet and the AI-generated beautiful men on the internet not only makes Patrick feel old, but also a bit “hollow.” The fact that the people we are attracted to are so unrealistically hot, so perfect, that machines can step in for them and go relatively undetected is a reflection of the current state of unattainable desire, which is just as scary as how good these programs have gotten at mimicry. 

“Black mirror shit,” Patrick said. 

The guys I DMed about Derek felt ashamed once they found out the truth. 

“It’s embarrassing and he’s not my type,” said Chris, 33. “I’ve come across several AI accounts, and this one is really good, I have to say. But you can see there’s like no life in his eyes.”

Chris made clear to me that the humiliating thing isn’t that he follows attractive men on the internet. That isn’t a big deal. 

What irks him that he got duped. Chris works in digital marketing and has seen AI used professionally to tabulate calculations for campaigns, and has used it privately for silly things like memes. “AI can do a lot of things, things we probably should not want it to do,” he told me. “I think what’s also scary…is that everybody has access to it. And yes I already unfollowed this person.”

Chris believes there’s something more nefarious afoot. He thinks that whoever is running Derek may have hijacked the username (i.e., the original person Chris was following) and then populated it with AI to drive up follower counts — a scam he’s seen online before.  

“This is super concerning and super scary because you eventually could be texting with this person,” he said, describing a hypothetical situation where unknowing users could be lured into subscribing to fake content and, ultimately, giving the account their personal information, whether that’s photos or perhaps even passwords. 

“This person could be selling your nudes,” he said, explaining one extreme end point of a possible scam. “But you were like jacking off to AI content and that’s embarrassing.”

AI deepfakes are bad for real thirst traps too

While flirting with or masturbating to a fake person is awkward but ultimately manageable and private, Cherie DeVille has an even more complicated problem with AI manipulation. If DeVille is scrolling social media, there’s usually a chance that she’s running into an AI version of herself saying things she’s never said and doing things she’s never done.   

DeVille, an adult star who calls herself “The Internet’s Stepmom,” has roughly 4.5 million followers on Instagram. But her account is often down, which she says is the work of fraudsters  that are determined to send traffic to DeVille’s AI imposters and get her actual account removed. 

“It’s almost always the fake accounts of me reporting me,” DeVille said. “They want to be the biggest me. They want to be the biggest scammer. They want to use my altered AI images to scam fans without my real account getting in the way.” 

DeVille and others I spoke to explained to me that deepfakes have been an annoying reality in the adult entertainment industry for years. The way the scam goes is that someone would fake photos or videos of DeVille (or any star), create an impostor profile, and then trick DeVille’s fans (e.g., through social media DMs) into following that copycat. Later they’d squeeze them for money, payments through Paypal, or Amazon gift cards, perhaps by offering unique content. 

“If you made a fake me and I don’t do double anal, but my AI can, they could have all kinds of ‘exclusive’ stuff,” DeVille said, explaining that double anal is grueling work. 

The lack of protections becomes even clearer when you consider that not every deepfake is a carbon copy. Some personas may borrow a face from one actress, a torso from another, or a pair of legs from a different star. This can make fakes tougher to track down and prove, and more difficult to fight from a legal aspect. 

“Who owns your face once it’s scraped into AI systems? Who profits from your digital clone? How do performers protect themselves from unauthorized replicas or manipulated content?” Rachel Steele, an adult star and the CEO of Red MILF Productions, said to me in an email. “Those questions are still very unanswered.”

Like DeVille, Steele worries about how many of the people using AI to create and consume content don’t seem to consider the artists, models, writers, performers, etc. that these engines have been trained on. It’s bad enough to watch AI slurp up and regurgitate your written work or your digital art. Some people also have to contend with LLMs that have been trained on their own faces and bodies.

“Real creators are competing against characters that can be flawless in every image, never age, never have bad lighting, never get tired, and can appear available 24/7,” Raissa Bellini, an OnlyFans creator who touts gymnastics and firebreathing among her unique skills, told me of the impossibility of keeping up with a machine. She explained to me that she’s seen people create AI-generated personas with the looks of popular models or influencers, only tweaking small details like hair color or eye color. 

A spokesperson for OnlyFans told Vox via email that the company’s terms of service prohibit deceptive or inappropriate content, and said that all content posted on OnlyFans must belong to a verified 18+ OnlyFans content creator: “This means that you can only share content which has been generated, altered or enhanced by AI if it clearly features the verified OnlyFans creator and the user can tell that the content has been generated, altered or enhanced by AI.”

Bellini explained to me that while OnlyFans has measures to protect its creators, some smaller subscription and adult-content platforms do not have the same kind of guardrails. She also noted that most social media sites do not have strict rules or enforcement when it comes to AI, and that she’s seen the algorithm appear to favor AI over human creators.   

“AI raises questions not only about competition, but also about likeness rights, authenticity, audience expectations, and what happens when fans can no longer easily tell the difference between a real person and a generated character,” Bellini added. 

What’s stopping a stranger from creating an AI thirst trap of you? Nothing, really. 

For Deville, Steele, Bellini, their cohort, and even you and I, there are minimal protections stopping someone creating an AI us and making money off of these fake variants. 

According to Jason Schultz, a law professor and director of NYU’s Technology Law & Policy Clinic, humans have, for the last couple of centuries, generally been protected by copyright and right of publicity laws. 

AI obviously didn’t exist when these laws were written, and courts now have to interpret the laws in the context of all of this new technology, in combination with other existing rights (like free speech). Schultz told me that there are more than 100 current cases pending about training AI with copyrighted material. 

He also explained the difficulty of determining whether or not an AI-generated persona constitutes a violation of someone’s right of publicity. It’s more clear-cut when the human involved is a celebrity, because their public persona and appearance is so distinct. It gets murkier when the humans aren’t well known, and the AI creates a persona that’s more of an amalgam than a one-to-one copy. 

“It would raise this question of whether these avatars are based on a particular entertainer, or are they more of an aggregate?” Schultz explained to me. But even if courts side with the humans whose likenesses are being used to create fake personas, Schultz cautions that the technology will always accelerate faster than court decisions are handed down. “I think that the thing that worries me a little is we’re going to get these sets of decisions in two years, but we’ll be dealing with the next three generations of technologies,” he said.  

DeVille, who has been working in the industry for nearly two decades, told me that without better legal protection, she isn’t hopeful for the future of porn or, more broadly, any type of art.

“If my income started tanking and their theft was at the point where I couldn’t compete with literally myself, there might be no choice but to retire,” DeVille said. 

But she also wants to make it extremely clear that she isn’t against AI; she would just like to be in control of it. That means being able to own her likeness, her voice, her image, and the ability to choose whatever she wanted to do with it — or at least get some compensation or have some legal protection if someone’s using Cherie DeVille without her permission. 

“It would be a beautiful way to extend my career beyond what my knees can take,” DeVille told me. But, she added, “if someone’s making an AI of me doing double anal, I should be making the money.” 

Organic chicken costs on average more than twice as much as conventional chicken, and people buy it in part because they believe that the animals are given a much better life. 

If you’re one of those people, maybe you envision a small farm where flocks of healthy birds split their time between green pastures and spacious barns. When a chicken gets sick or injured, you might picture a veterinarian tending to them, and if they can’t be saved, they’re humanely euthanized. While the chickens aren’t pets, you’d assume that they’re at least not abused.

These are reasonable expectations, given how organic farming is marketed. And organic chicken certification does, on paper, legally require better animal welfare than conventional rearing: more space, fresh air, outdoor access, and other improvements.  

But a new undercover investigation reveals that these expectations may often be far from reality.

Earlier this year, an investigator with the nonprofit Mercy for Animals worked at an organic North Carolina farm that raises chickens for Pilgrim’s Pride, a major supplier of conventional and organic chicken. Pilgrim’s Pride then slaughters the chickens and sells them to Costco and other brands. The farm is also certified as humane by the nonprofit American Humane Society. (Disclosure: I worked at Mercy for Animals prior to joining Vox in 2020.) 

During his roughly 2.5-month stint at the farm, the investigator documented unsanitary living conditions, along with severe neglect — like birds with twisted necks and open wounds — and disturbing cases of outright abuse, including the farm manager leaving birds to die slowly in deadpiles, and euthanizing birds by bludgeoning them with PVC pipes and rakes.

“It was every day that the manager would be bludgeoning chickens to death or burying them alive,” the investigator, who goes by the pseudonym Sam due to the covert nature of his work, told me. 

But many of those in the industry don’t seem to want to talk about it. The farm could not be reached for comment. Hiland Global Certifications, a certifier of organic foods that audits the farm, declined an interview request for this story and did not respond to detailed questions. Costco didn’t respond to an interview request and detailed questions. Pilgrim’s Pride declined an interview request and didn’t answer specific questions. 

In a statement, a spokesperson for Pilgrim’s Pride said that it is “deeply disturbed by the conduct” at the farm, that it has dropped it as a supplier, and that it will initiate additional third-party audits at its supplier farms. 

However, when chicken companies — or supermarkets, for that matter — drop farms as suppliers, they shouldn’t expect that whatever farm they supply from instead will be extraordinarily different; such cruelty has been found over and over and over again in the US poultry industry, including numerous past investigations of farms that supply Pilgrim’s Pride.

What’s notable about this new investigation is that it exposes problems within two beloved, and supposedly more ethical, institutions in American life: Costco — with its higher employee wages and stated commitments to progressive causes — and organic farming, which has long been perceived as a more moral sector of the food industry. 

The investigation also reveals the immense shortcomings of governmental oversight, corporate animal welfare guidelines, and third-party inspectors, because at each step of the supply chain — from the farm, to the chicken supplier, to the organic certifiers and American Humane Society auditors, and finally, to Costco and other corporate buyers — severe animal cruelty appeared to slip through the cracks. 

Organic may not mean what you think (for animals)

The USDA launched its organic certification program in the early 2000s, a time when consumers were increasingly hungry for alternatives to America’s highly industrialized food system. 

When it comes to crops, organic farms can’t grow genetically modified plants or spray their crops with synthetic fertilizers and pesticides. Organic livestock operations must give their animals organic feed and are also required to give them outdoor access, more barn space, cleaner air, and other higher welfare standards than conventionally raised animals. Euthanasia must also be humane.

The investigated farm at the center of this latest Mercy for Animals investigation has about 100,000 or so live chickens on its premises at any given time, and it does give the birds more room in their barns than a conventional farm.  

Among the main welfare requirements in the USDA organic program, though, this was the only one it appeared to follow. Mercy for Animals alleges that it uncovered numerous organic standard violations at the farm, including:

• Outdoor access: While the farm did have outdoor space for the birds, Sam said he never saw them have access to it. (He said the manager told him Pilgrim’s Pride had a temporary exemption on this rule for farms in the area due to inclement weather that winter and spring, though “there were no major weather events during my employment,” Sam told me.) 
• Safe ammonia levels: Chicken waste emits a lot of ammonia, which at high enough levels can cause respiratory issues and even blindness for the birds. Levels must remain below 25 parts per million, but Sam recorded it reaching up to at least 100 ppm in one barn, which was the highest his reader went.
• Darkness: Organically raised chickens must be given a minimum of eight hours of continuous darkness per day so they can sleep. However, the manager said she only gives them three to four hours (she also told Sam she planned to increase it to eight hours on the day an employee from Pilgrim’s Pride was scheduled to arrive). Chicken producers restrict darkness in order to increase profits, as more light makes the birds eat more and grow faster.

Sam said he documented more than 70 incidences of improper euthanasia, with the farm manager regularly euthanizing sick and injured chickens by bludgeoning them with PVC pipes and rakes. In one instance, the farm manager crushed a bird with a bucket, and in another, slammed a chicken against a wall.

Sam also recorded instances of chickens kicked and thrown. Many birds suffered from severe injuries, like torticollis (twisted neck), leg deformities, and lesions on their bodies and feet, while others were too weak and sick to even stand and walk. 

The investigation illustrates that organic and even basic welfare standards are only as good as their enforcement. The USDA requires organic farms to be inspected yearly, which means that for the vast majority of a given year, farms that flout the rules likely won’t have any meaningful repercussions.  

A spokesperson with the USDA said it is unable to comment on investigations. “Upholding organic integrity and protecting organic producers and consumers is a core mission of NOP [the National Organic Program],” a spokesperson wrote in a statement to Vox. “Part of that mission includes providing due process under the law and allowing certified organic farms to come into compliance when problems occur.” 

Investigations into other organic-certified animal farms have also found organic standard violations and animal neglect and abuse.

The farm is also certified as humane by the nonprofit American Humane Society, which is known to have relatively low standards that are similar to the industry’s own general guidelines. The American Humane Society declined an interview request for this story and didn’t respond to detailed questions. “We have zero tolerance for animal cruelty and abuse,” a spokesperson wrote in a statement to Vox. “We are aware of the video and have launched an independent investigation.”

How to make organic chicken better

Mercy for Animals alleges that the farm in question violated several USDA organic standards. But it’s also important to look at what organic standards don’t include in the first place, like more humane slaughter methods and better breeding. 

Breeding may sound dull and unimportant, but it’s by far the most pressing welfare issue in chicken farming, including on organic farms. The modern chicken has been bred to have abnormally large breasts, which consumers most prize. That makes it hard for their tiny legs to support their top-heavy bodies, and as a result, many have trouble walking and standing, as Sam documented. 

They also grow incredibly fast, which causes some chickens to die prematurely on the farm from painful lung and heart conditions; some die from dehydration or starvation because they can’t stand and walk to reach food and water. Even the president of the World’s Poultry Science Association has acknowledged that chickens’ “existence is painful.”

So many chickens die prematurely on farms that collecting and disposing of them is a primary responsibility for chicken farmhands. “My main job duty was mostly collecting the dead,” Sam told me.

In the wake of these investigations, it’s not uncommon for companies to condemn the cruelty and drop the farm as a supplier. Similarly, many consumers vow to boycott the companies affiliated with an investigated farm.

These instincts are understandable, but they ultimately won’t result in much change for animals. That’s because 80 percent of all chickens in the US are factory-farmed by just 10 companies, they all generally use the same fast-growing chicken breeds and management practices, and most have been investigated only to find cruel treatment and abysmal living conditions. 

To reinforce that point, Sam said that what he witnessed wasn’t exclusive to this one farm or meat company but is rather emblematic of the overall industry’s culture: “Every time we go into a [farm], we find the same things; it’s always animal abuse, animal cruelty.”

In a formal complaint, supported by an affidavit with photo and video evidence, Mercy for Animals is demanding the sheriff’s department in Lee County, North Carolina, to investigate and pursue criminal charges against the farm’s manager for animal cruelty and false advertising based on the many documented organic violations. But the organization’s bigger goal is to push large companies like Costco and its competitors to adopt higher animal welfare standards — and make sure they stick to them.

“This isn’t really about one investigation. … It’s about whether companies with enormous influence are willing to take responsibility for the systems that they create,” Arash Yomtobian, president and CEO of Mercy for Animals, told me. “Costco has the power to reduce suffering for more than [an estimated] 250 million chickens annually through proven reforms, like slower-growing breeds and improved living conditions, yet the company continues to choose profit over accountability.” 

In 2021, Mercy for Animals released an investigation into Costco’s conventional chicken line that found many of the same welfare problems as the latest investigation. Months later, Costco said it gives its birds a little more space than the industry standard and that it was experimenting in giving birds environmental enrichment. The company didn’t follow the group’s urging to use slower-growing breeds that have less painful existences by way of fewer leg deformities and fractures, and lower rates of metabolic disorders. 

Several European countries are moving away from fast-growing chicken breeds, though the US poultry and grocery sectors have largely resisted activist pressure.

Costco says animal welfare is a “moral and ethical obligation.” Pilgrim’s Pride says providing safe and high-quality chicken housing is a priority. The American Humane Society says its standards ensure humane treatment. The USDA says its organic standards strive to align with consumer expectations on animal welfare. These are the nice things companies that sell meat, and the institutions that certify the meat, say. But Sam’s investigation — and more than 200 other ones — prove that reality rarely matches corporate platitudes. 

The most foolproof solution to this systemic cruelty is for consumers to simply eat fewer animal products. But animal advocates and organic food proponents have also proposed a number of solutions to reduce animal suffering on farms, which include:

• Setting higher organic animal welfare standards.
• Passing basic federal welfare laws for conventionally raised livestock (currently there are none for animals on farms and ranches).
• Unannounced, frequent, and thorough organic farm audits; stricter penalties for violators; and making audits free (currently, farms pay certifier companies, which could incentivize certifiers to minimize violations and penalties in order to maintain their clientele).
• Installing CCTV cameras on farms and inside slaughterhouses.

Some groups even want to see the federal government create a dedicated animal welfare agency.  

There is no shortage of ideas on the table to reduce animal suffering on farms and bring more integrity to the many “humane” claims on meat, milk, and egg packages. The question is whether lawmakers and regulators have the courage to implement them.  

This story was originally published in The Highlight. To get access to member-exclusive stories like this every month, become a Vox Member today.

Some countries built their identities on their land. Some countries built their identities on a shared ethnic heritage. America, however, began with an idea on a piece of paper. 

“America was an enlightenment experiment, and so that means we have to make our own identity,” said Mark Graybill, a professor of English at Widener University who specializes in American literature. To do so, we need books: novels that articulate what it’s like to live in this strange new land. 

Lawrence Buell, the Powell M. Cabot Professor of American Literature Emeritus at Harvard, wrote a definitive study on this problem called The Dream of the Great American Novel. Buell said that the calls to produce and recognize a national literature began in 1776, but they intensified throughout the 19th century. That was especially the case after the War of 1812, when America reaffirmed its independence from England. The widespread belief, said Buell, was that “now we are a mighty political entity, we should be a cultural force as well.” 

In 1868, the novelist John William DeForest coined the phrase “great American novel” in an essay that feared the genuine article had not yet been written. 

Over time, readers, critics, scholars, and the people who build school curricula have developed a loose consensus on some of the books that might aspire to the title — books that are certainly great, certainly interested in America, and certainly novels, but which may or may not be the great American novel. Buell has identified a collection of “recipes” that they all tend to follow. Among the key ingredients for one of the recipes, he said, are a “democratic collective that’s in distress in one way or another. A collectivity of people that are operating under great pressure, great anguish often. And in that collective crucible, you see national themes of one sort or another played out.” 

I talked to literary scholars and critics about five major contenders for the great American novel, all of which follow Buell’s recipe. I wanted to understand what it was about these books that spoke to so many people, who decided that they were so important, and what their vision of the United States is. 

Taken together, the national portrait these novels offer is darker than you might expect or than the people who helped canonize these books might have wanted. If they’re united on one thing, it’s the idea that America is not an innocent country. 

The Scarlet Letter (1850): An American origin story

Nathaniel Hawthorne’s 1850 novel The Scarlet Letter has long been a mainstay on school syllabi and is a perennial pick for the great American novel. “It first became acclaimed, almost overnight, as the first serious topnotch piece of long fiction yet written by an American,” said Buell. 

The Scarlet Letter tells the tale of virtuous adulteress Hester Prynne, forced by her 17th-century Puritan neighbors to wear a red “A” forever to mark her for her crime, even as she insists on her own dignity and integrity. It is endlessly useful as a metaphor for talking about American tendencies toward mob-mindedness and our prudishness around sex, a censorious impulse that keeps recurring — and, on the other hand, for talking about Hester’s very American independence and self-determination. With its early colonial setting in the first days of Puritan Boston, it speaks to an America that had not yet become modern, and it functions as a kind of origin story. 

What the novel seems to insist upon most strongly, though, is the gloomy, dour Puritanism that began the American experiment. “The founders of a new colony,” Hawthorne wrote in the opening paragraphs, “whatever Utopia of human virtue and happiness they might originally project, have invariably recognized it among their earliest practical necessities to allot a portion of the virgin soil as a cemetery, and another portion as the site of a prison.” In The Scarlet Letter, that is the United States: a utopian idea, a prison, and a graveyard.

To say that The Scarlet Letter is the great American novel, then, is to fear that our Puritan roots are inescapable, that we can never transcend the tomb and the penitentiary — and to hope that we can still, like Hester Prynne, redeem ourselves from our sins.

Moby-Dick (1851): A democracy at sea 

Herman Melville was close friends with Hawthorne, whom he considered a mentor and to whom he dedicated his 1851 opus, Moby-Dick, the story of a sea captain obsessed with the titular white whale. Yet, Melville, unlike Hawthorne, was not revered in his own lifetime. 

Moby-Dick wouldn’t have its revival until the 1920s and ’30s, when critics at Columbia University took it up. “Melville emerges as this voice speaking to the middle of the 20th century like a prophet,” said Jennifer Greiman, a professor of English at Wake Forest University and editor of Leviathan: A Journal of Melville Studies. With its swirling, perplexing structure of digressions and asides — some chapters rendered as theatrical scripts and others as encyclopedia entries full of whale facts — Moby-Dick hadn’t made much sense as a 19th-century realistic novel. But it made a lot of sense to ambitious, boundary-pushing modernists. 

Greiman argued that Moby-Dick’s late adoption speaks to what is so American about it: the way it seems to have been written for a time that hasn’t yet arrived. “It’s that sense of it as a book that is speaking to something that’s going to come in the future,” Greiman said. 

Also distinctively American is Moby-Dick’s crew, made up of white and Black Americans, Native Americans, Africans, Indians, and Pacific Islanders. They make their collective fatal mistake early on in the novel, when Captain Ahab informs the men that he has no plans to fulfill the ship’s mission to harvest oil from whales. Instead, Ahab said, he wants to enact vengeance against Moby-Dick, the great white whale that took his leg — and the crew willingly signs on to his monomaniacal quest.

“It’s often read as a democratic tragedy,” said Greiman. “Because you have this multi-racial crew, and one of the first things they do together is hand over all of their power to Ahab and doom themselves.” 

In the crucible of Moby-Dick, we see the weakness of democracy under the sway of a charismatic despot. We see the enormous and chaotic forward-seeking ambition of America, and the possibility that it may yet find that its great experiment is impossible, and its quest will end in tragedy.

The Adventures of Huckleberry Finn (1884): Taking on America’s original sin

Like The Scarlet Letter, Mark Twain’s The Adventures of Huckleberry Finn was an immediate hit. Twain was a literary celebrity, and his books were widely popular. But Huck Finn, the tale of troublemaking 13-year-old Huck rafting down the Mississippi with a runaway enslaved man named Jim, wasn’t considered especially important. “It’s not singled out until after his death,” said Matt Seybold, scholar in residence at the Center for Mark Twain Studies at Elmira College.

It would be Ernest Hemingway who enshrined it in the canon, writing in 1935 that “all modern American literature comes from one book by Mark Twain called Huckleberry Finn.” By the 1970s, said Seybold, it had become “probably the single most assigned work of literature in American classrooms.” 

Today, Huck Finn is assigned less often, especially at younger grade levels, Seybold said, in large part due to Twain’s frequent use of the n-word. Yet, it remains active and alive in the American imagination, enough so that Percival Everett won both the National Book Award and the Pulitzer for his 2024 novel James, which re-imagined Huck Finn from Jim’s point of view.

Huck’s relationship with Jim is, for most readers, the heart of the novel. Huck believes it to be his duty to return Jim to the elderly woman who enslaved him, but he also loves Jim and wants him to be free. In the novel’s most celebrated passage, Huck decides to go against what the world has taught him is right and help Jim escape, announcing boldly, “All right then, I’ll go to hell.” 

Seybold said this scene is frequently read as “America overcoming the sins of its inception;” Huck’s redemptive love for Jim is enough to help him transcend the hypocritical moralism of the slave-owning south where he grew up. But, Seybold notes, Huck Finn doesn’t end with that glorious moment. It goes on for another 50 pages and features a lengthy episode in which Huck toys with Jim’s freedom as though playing a game, while Jim is re-enslaved and dehumanized. 

Seybold agreed with Toni Morrison’s read of the ending as a metaphor for Reconstruction — the promise of freedom abruptly reduced and turned into something contingent. Twain, Seybold said, was radicalized by a Frederick Douglass speech in which Douglass describes sharecropping as being nearly as bad as slavery. 

In this context, Huck Finn is a bold statement on one of America’s great failures. “Twain takes us back into the cruelty, the absurdity of antebellum America,” said Seybold. “That’s also America, right?”

The Great Gatsby (1925): A bleak look at the American dream

Like Hawthorne and Twain, F. Scott Fitzgerald was a literary celebrity. When he published Great Gatsby in 1925, it was a critical success, but its sales were modest. “I always tell my students, if you want to be a writer, just think about the fact that Fitzgerald’s last royalty check was for $13.13,” said Maureen Corrigan, book critic for NPR’s Fresh Air, Georgetown professor of literary criticism, and author of So We Read On: How The Great Gatsby Came to Be and Why It Endures.

It took steady campaigning from Fitzgerald’s friends and publisher for Gatsby to be remembered. It started to become an institution during World War II, when the US army shipped copies of the book out to soldiers for morale and, then, was further bolstered by its widespread adoption as a high school text. Now, generations of American school children have grown up reading about Jay Gatsby, the poor boy who became a millionaire by mysterious means, all to win the love of the untouchable Daisy Buchanan.

This was around the same time that academics stopped talking about the idea of the great American novel singular, but it remained an effective marketing tool for publishers and an aspiration for authors, said Buell. Gatsby benefitted greatly from that marketing tool, in large part thanks to its status as a book that took seriously America’s class divides. 

In The Dream of the Great American Novel, Buell writes that the idea of the American bootstrapper stretches back to the autobiography of Benjamin Franklin. Gatsby makes that ideal sinister through Gatsby’s mysterious and ill-gotten gains and hollow as untouchable Daisy proves unable to live up to Gatsby’s image of her. Yet, Fitzgerald’s writing is at its most lyrical and lovely when he describes Gatsby’s longing. One of the indelible images of the novel is that of Gatsby standing alone at the end of his dock, stretching out his hands toward the green light of Daisy’s house. You know the things Gatsby is working for aren’t worth it, but Fitzgerald makes it beautiful to watch him try.

“It’s that idea of aspiration, of yearning, of trying even in the face of knowing that sometimes the game is rigged,” said Corrigan. “This is a novel that deeply questions the idea of an American meritocracy.” 

To say Gatsby is the great American novel is to say that America is a place of capitalist striving and that the dream of striving is beautiful. It’s also to posit that there is no clean way to make money, and whatever redemptive power you think you’ll claim at the end of your hard work will disappoint you.

Beloved (1987): The haunting of America

Starting in the 1960s, rebellions from within the academy started to break the canon apart. Feminist scholars were pushing for recognition of books by women; scholars of African-American culture were pushing for recognition of works by Black people. “That theory of a canonicity being bogus really gets rolled out in the 1980s,” said Buell.

Into this atmosphere came Toni Morrison, a Black woman who made it impossible to interpret her writing as an apologia for America. 

In Morrison’s books, it is clear that America has never overcome its sins. Never is that more the case than in her 1987 novel Beloved, about a formerly enslaved woman who is haunted by the ghost of the baby she killed to save from slavery. 

Beloved was published to enormous acclaim, but it did not win that year’s National Book Award, despite being a finalist. The Black literary scene rallied around Morrison in response, with 48 critics, writers, and activists publishing an open letter in the New York Times in praise of Morrison’s accomplishment and registering their disappointment with the National Book Foundation. Later that year, Morrison would win the Pulitzer.

“For a lot of novels that become these cultural touchstones, there has to be a campaign behind them. There have to be people who are making cultural arguments for why it matters,” said Jeffrey Lawrence, an American literature scholar at Rutgers University. “And in Morrison’s case, this happened relatively quickly.” In 1993, five years after Beloved was published, Morrison won the Nobel Prize for literature. That, said Lawrence, is when Beloved “starts to be considered the classic work of the late 20th century.” 

In Beloved, Morrison was able to “unpack the difficulties of slavery…in so many different ways,” said Dana A. Williams, a professor of African American Literature at Howard University.  “It showed the history of the institution, yes, but it showed it from so many different perspectives.” Morrison depicted the way slavery left scars on both Sethe, her heroine; on Sethe’s entire family; and even on Sethe’s enslavers. Even the land seems haunted. There is not a part of America that isn’t damaged by the horrors of both slavery and by the effort to disavow, deny, and forget it ever happened.

“Ultimately, I think it also forced us to think very seriously about how we have articulated humanity in this country,” added Williams. “Like who’s alive, who’s dead.” Sethe is based on a real woman named Margaret Garner, whose case involved a debate over whether to charge her with murder or destruction of property for the killing of her baby. “It really did question: What is humanity and who has the right to it? Who has access to it?” said Williams. “Is it really an unalienable right?”

Part of Morrison’s project is to show that slavery has haunted America’s legacy from the beginning — that no matter what we say about ourselves, we are not an innocent country. In Beloved, that becomes painfully, inarguably clear. 

Closing the book

Let’s return to Buell’s idea that the great American novel is often about a democratic collective in peril. In the books we’ve talked about here, the threat is always a problem embedded in America’s national character: a mob-minded censoriousness; a weakness in the face of a charismatic leader; the sin, trauma, and whitewashing of slavery; the emptiness of capitalist striving. These are texts that tell us that America is a nation of ideas — beautiful ideas — and that it constantly struggles and fails to live up to those ideas. 

“The novel as a genre really exists to critique the society that it is writing about, in a way that allows us to ask questions and to answer questions that only fiction can allow us to do,” Williams said.

But what’s sort of lovely is that, as critical and merciless as they can be, and as imperfect as America still is, these books are still the ones we have enshrined and celebrated and cherished over the past 250 years. We teach them in schools and turn them into movies. We make sure that our people know about them, are warned at an early age that America’s innocence is a farce.

So, perhaps, the great American value that these novels enshrine is clear-eyed self-knowledge. Every country is prone to self-propagandizing and empty puffery, especially around an occasion like the 250th anniversary of one of its founding documents. But it’s comforting to know that the centuries-long American quest to define our national identity through texts has led to a canon of novels that tell us the ugly truth about who we are. 

The comical charm of Meta’s new AI-enhanced, smart glasses is that they’re seemingly made for someone unimpressed, perhaps thoroughly, with the way they’re experiencing life. 

Being unhappy with life in its current state is, of course, intrinsically human and a problem that is as old as time. In fairy tales and folklore, the motif ends with a lesson — sometimes with the aid of magic, divine punishment, and maybe a witch or two — to be thankful for the things you have. More contemporary interpretations involve time travel and alternate realities, and perhaps some kind of Christmas theme.

Now, in 2026, we have glasses imbued with technological magic. The $300 Meta glasses are equipped with dual cameras as well as multiple microphones and tiny speakers that connect to an AI-powered app on your phone. This allows you to understand languages you can’t speak, command music to be played, perhaps even identify people you don’t know, and record anything you want and keep it, should you desire, forever. Having the ability to do these things, according to Meta, could make life a little better. 

The problem with Meta’s pitch is that the improvements the glasses promise come at a price. These super-powered spectacles run the risk of annoying or offending or creeping out the people around you. 

And worst of all, even if you’re just plainly wearing the glasses, they’re killing the vibe for everyone else.

Wear Meta glasses at your own risk

The major takeaway from Meta’s advertisements and overall promotional strategy for its glasses is that you’re supposed to wear them everywhere: Japanese restaurants, nights out at bars and clubs, on escalators (possibly to somewhere cool), backstage at concerts, at Kardashian houses, in Miami Beach, skydiving, and everywhere in between. 

What these stylish commercials and dynamic morsels of marketing do not tell you is that at all these places there will likely be people who do not want to see you wearing these glasses at all. 

“For a few weeks there was a trainer at the gym I noticed wearing glasses — black Ray-Bans — and he had never worn glasses before. It took me a few days but I realized they were Meta,” Sean, a non-Meta glasses wearer in DC, told me. Vox agreed to let Sean and other people interviewed for this article to go by their first name or pseudonym to let them speak freely about these spectacles. 

 “I almost said something to a manager, but then he stopped wearing them before I could say anything,” he added. 

Sean explained his unease. All around this country, people film in the gym all the time — to the point where it’s obnoxious and gets in everyone’s way. This trainer could just be following the trend, using the glasses (which are less cumbersome than an entire tripod setup) to film his clients’ form or creating content for a YouTube channel. But not knowing what the glasses are for, what the trainer is recording, or where he’s recording is what bothered Sean. 

“I don’t want to be in the background of videos all over the internet or on TikTok,” he said. 

There’s a little bit of social absurdity here in that we’ve been encouraged to post and have so many platforms — TikTok, Instagram, YouTube, etc. — to do so. Meta has continually emphasized that not only do these glasses allow people to share their points of view but also that everyone’s point of view is so important that it needs to be shared. At the same time, more people posting more than ever has made people aware of being a background character in someone else’s content. And it turns out that real-life, regular people are not particularly invested in how the stranger next to them in Meta glasses sees the world. 

Patrick, a writer living in New York, told me about a wedding he’d recently attended, where he saw an old friend wearing a pair. His group of friends told their pal that they wouldn’t talk to him until he took them off. 

As someone who aspires to be the kind of person you want to sit next to at a wedding, this is understandable. A wedding is theoretically two people sharing the most romantic day of their lives, but it is also a well of gossip, judgment, inside jokes, and lore that’s shared by the people who are watching said couple share the most romantic day of their lives. There’s also the possibility that, depending on the wedding, the spirit might move oneself to partake in the erotic violence known as the “chicken dance” and would not want any of that recorded. 

“One person screamed, ‘Ew the Kylie glasses, gross.’ It felt so cathartic,” Patrick said, referencing Meta glasses spokesmodel Kylie Jenner who, in her personal life, may or may not wear the glasses she advertises.  

In addition to weddings and the gym, people also told me that they don’t want to see the glasses at restaurants, not on dance floors or at parties, and definitely not in an immersive theater setting. I even spoke to someone who started a petition to ban them from bars. 

“I’m staunchly anti-photographs at good parties — the best parties in the world ban photography from the dancefloor,” said Vee, a nightlife aficionado who has owned but does not use his pair of Meta glasses anymore. “When people know there’s a camera on them, they behave differently. They start to monitor their own behavior. They become self-conscious and they start to think, Well, what will the people watching this video think I’m doing? Am I being cringe?” 

Going out partying is a completely different experience from lifting weights at the gym, and both are obviously very different from attending a wedding with friends. Yet, the critique of wearing Meta glasses at all these places is the same. No matter the vibe, Meta glasses will kill it and flatten the mood. People can’t enjoy the moment because the moment is being intrinsically changed by a person who might be recording. 

One of the rather unfortunate terms that Meta glasses have acquired is “pervert glasses.” This is largely due to the trend of pickup artists, pranksters, and yes, perverts, who are using the glasses to film others without their consent. Vee, the dance enthusiast, told me that it’s one more reason why he doesn’t believe that these specs have any place in nightlife.

“There’s a very significant community of people who trade videos that they’ve taken: candid videos of women who are in various states of undress. It’s just this kind of seedy underground,” Vee said, pointing out that Reddit had to ban entire forums dedicated to sharing nonconsensual videos and pictures of women at festivals and clubs. 

As Vee explained, people at festivals and nightlife events are often partaking in drugs and alcohol. He has no problem with that. What he does take issue with is that no one doing these things should have to think about being someone else’s content. Intoxicated people aren’t in the state of mind where they can consent to being in someone’s video or are even aware that someone’s Meta glasses have their recording light on. 

“There’s this whole kind of creeper contingent of folks who are trying to learn how to disable the recording light,” Vee said. “It’s not everybody who owns these glasses obviously, but there is a significant number of creepers who are giving the hardware a very bad name.”

Are we being too mean to pervert glasses?

The indicator light has since become a major flashpoint. The light is part of the glasses’ vibe-kill persona as it makes clear to everyone that can see that recording is taking place, and it’s especially vibrant in dimly lit places. The effect, I imagine, is like when the toys in Toy Story collapse when they see a human. That’s led to a contingent of glasses-wearers who want to disable the feature. 

While it’s understandable that someone might not want to draw even more attention to these glasses, hacking the light source is something a creeper would also do. Hence the “pervert glasses” moniker. These privacy concerns are why Meta is now rolling out an update that will disable the spectacles’ recording feature if said light is tampered with. 

“I think if you tamper with that, they should just break,” Jason, a 28-year-old Meta glasses owner, told me. “It’s the thin veil that makes it like, ‘Okay, at least you’re telling me you’re filming me.’ So the idea that if you tamper with it? No, your product should be bricked.” 

Jason bought a pair of Meta glasses in November with the idea that he would use them to film food content and post reviews. He had even picked out a name, “Sandwich Digest,” and dreamt of its success. But on his first wear, he took them to a Japanese sandwich shop and quickly realized that his future as a Meta glasses-wearing food critic was not a fun one. 

“I felt so uncomfortable,” Jason said, noting that the obviousness of his Meta glasses and their recording light spiked his self-consciousness. “But I also felt like the people I was interacting with were also uncomfortable. And I felt like they were feeling like, Okay, we both know this is weird, but I can’t say that because you’re actively filming me.” 

The strange interaction Jason described is a version of the panopticon effect, the idea that being recorded makes people alter their baseline behavior, perhaps to the point where people self-regulate even when they’re not being recorded. For Jason, there was no “real” restaurant experience to be filmed because everyone was so uncomfortable with being recorded. 

Therein is the conundrum: Even if you’re not using these glasses to be a creep, people still think you’re a creep, and you know that they think you’re a creep. 

Therein is the conundrum: Even if you’re not using these glasses to be a creep, people still think you’re a creep, and you know that they think you’re a creep. 

Since that initial encounter, Jason tells me that he’s only ever used the filming feature to capture a zipline experience he had in Mexico at the beginning of the year. He thinks he might also use them to capture hikes or excursions on an upcoming vacation, but he won’t use them in the vicinity of or  to film other people — especially since they’ve been dubbed pervert glasses.

“People’s perception of these glasses now is not what it was when I bought them in November,” he told me. “And had it been then, and if I knew what I know now, I probably wouldn’t have bought them.” 

Max, a Meta glasses wearer based in Australia, is a bit more keen on them but still shares some of Jason’s sentiment about their not-so-great reputation. Max explained to me that he has two pairs and wears them around 40 hours per week, mainly when he’s working, or walking and driving from place to place. Though he says he’s never had a negative interaction when wearing his glasses, he understands the backlash. 

“While we’re constantly being recorded when in public anyway, there’s a big difference between mass surveillance and one random weirdo recording you for their own purposes,” Max said, making the point that the indicator light, as awkward and obnoxious as it is, could be the accessory’s most important feature. 

“It’s really the only defense wearers have against the ‘pervert glasses’ remarks,” he added. “If the firmware update is successful, and the marketing around the update is widespread, I think we can slowly turn the public in their favor again.”

To be clear, many Meta glasses owners like Max pointed out that the glasses do have extremely useful features, like hands-free calling or the ability to translate foreign languages in real time. Meta also touts the glasses’ accessibility features, including those for people with reduced vision or hearing. They also offer sun protection. 

These are all ostensibly helpful gizmos, and their existence seems to indicate that Meta and its tech cohort are trying to figure out how to make these glasses as essential to our everyday lives as smartphones. Perhaps, when these features become more innovative or exciting or if the glasses become so popular, the narrative around why people buy them may change. 

But for now, the singularly intriguing thing about these specs is simultaneously their most publicly maligned feature: the filming. 

“There are probably a million things to film with them that are probably not weird,” Jason, the one-time Meta glasses food critic, told me. “But like if you’re wearing them at the beach, I would probably be side-eyeing you because you’re wearing ‘pervert glasses’ at the beach — fork found in kitchen.”

If you’re looking to wean yourself off social media and replace it with a more productive habit — and who among us isn’t — a lot of the common advice can sound like it’s coming from a drill instructor: Go outside and touch grass. Routine is key. Get your butt in the chair and don’t get up until you’ve done the work. They might as well be telling you to do a hundred pushups while they’re at it.

As valuable as that advice may be when you need a kick in the pants, these imperatives create an uneasy tension between leisure and labor. It’s all well and good to try to turn away from the siren song of your phone, but how likely are you to stick with the alternatives — reading books, drawing, meditating — if they feel like homework? 

It’s a lot more fun, and a lot less arduous, to try to beat social media at its own game instead, and harness your curiosity. 

Social media apps work in part by playing off our natural curiosity. Every time we refresh the endless scroll, they promise to give us new information, capturing the parts of our brains that always wonder what’s about to happen next. But they rarely actually satisfy that curiosity. They just repeat it endlessly: What’s going to happen when I scroll this far? Or this far? Or this far? The answer is almost always: the same thing as last time.

Away from social media, however, the world works differently. If you get curious about a question off the algorithm, it can lead you somewhere new and interesting. 

Even when we begin with a utilitarian goal, curiosity can take us in surprising directions. A few years ago, I got interested in running. At first I would just lace up my shoes, do a few perfunctory stretches, and jog straight out of my front door. But I gradually became curious about the mechanics of what I was trying to do. I began investigating running form, which led me to theories about how you should be doing different kinds of running every week. From there I learned about how strength training was important to support running, and then weight lifting led me to nutrition. I’m still not a particularly fast runner, but I am a data bank on all the ways there are for a person to make themselves just a little bit faster, and I know there’s more for me to keep looking into.

The goal here should be to get away from simple goals (running more, as in my example) to a more open and adventurous experience of what interests and engages us (understanding how I can support my body when I’m running). The experience is simple: Find something that fascinates you, learn a little more about that — whether from your friends, a documentary, or even an old-school internet search — then try to figure out what new questions that opens up and keep asking them. It’s a process that allows us to become our guides, whether we know where we’re headed or not.

In a recent essay, the writer John Paul Brammer explains that that’s exactly how he got himself to read more. 

“Curiosity is a child,” Brammer writes. “When it wants something, when it truly wants something, it’s nearly impossible to keep its hands away.” Brammer found his way to reading by getting curious about David Foster Wallace, which in turn led him to Wallace’s influences: from Donald Barthelme to Thomas Pynchon to Clarice Lispector.

“I read out of strict obedience to curiosity, the desire to know what these words in this sequence might hold,” Brammer writes. “I had to make it fun at first. This was messy. I sipped from this book, then that one. It wasn’t formal or rigorous. I read whenever I felt like it.”

Where habits are mindless and rote, curiosity is something to be indulged: It’s fun, even hedonistic. Embracing curiosity means finding ways to play with art and ideas, as if they’re clay, instead of chipping away at them, as if they’re solid stone.

“The relevant science isn’t something I’m qualified to parse,” Brammer writes in his essay. But when I looked into that very science, I found that his experience aligned with it quite well.  

“If you link curiosity to the accumulation of knowledge, you can actually self-boost your curiosity over time, with the end result of more continued interest.”

Kou Murayama, University of Tübingen

“People have likened the state of being curious about something to an aversive state,” says Celeste Kidd, an associate professor of psychology at UC Berkeley. “It’s unpleasant, akin to something like an itch. When you have that aversive state, when you really want some piece of information, it feels very satisfying to scratch it. There’s all sorts of positive feelings that come with satisfying specific curiosity.” 

The endless scroll of our phone apps can function like a hydrocortisone cream, offering a balm for the irritation without really dealing with the cause. It’s not actually scratching the itch. To do that, you have to get curious about a question that can guide you through an idiosyncratic and looping itinerary that is never fully determined in advance. 

Writer and tech designer Celine Nguyen has written about letting her curiosity guide her down rabbit holes in her essay on “research as leisure activity,” a phrase she borrowed from librarian Karly Wildenhaus. Speaking to me, Nguyen describes getting interested in the way the rise of vibe coding is affecting app design. 

“This idea around shifting design processes made me think of this art historian Claire Bishop,” Nguyen says. Bishop’s most recent book deals with the way technology changes our response to contemporary art, and Nguyen says that “after reading that, I was like, ‘I really like reading about contemporary art and performance. What else can I read in this vein?’” 

Nguyen followed her new interest in dance to a fixation on choreographer Pina Bausch, and soon found herself scouring the internet for still images from Bausch dances. 

“It’s sort of like this pleasantly fizzy, almost like ADHD brain thing,” Nguyen says. “It sort of feels like I’m wandering around this massive information landscape and I’m just coming off all these images or all these reference points or quotes that speak to me, and maybe at the end of this process I can sum up what it is I’m interested in.”

The point at which you satisfy your curiosity can be dangerous. Once the itch is gone, the desire to learn can disappear completely — even if you don’t know as much as you think. 

Kidd describes a study in which she tried to motivate people to learn a new fact about something they thought they already completely understood, but were actually wrong about.

“When we paid them to look up the right answer, they weren’t motivated to seek out more information,” she says. “They did it, but it was like they were out to lunch. They were thinking about something else. That information did not go in.” 

According to Kou Murayama, a professor of psychology at the University of Tübingen in Germany, the best way to maintain your momentum is to marshal your ephemeral curiosity into long-term interest by letting the answer to one question prompt a new one, as if you were figuring out where to eat each meal in a new city by asking your waiters where they like to eat. 

“If you link curiosity to the accumulation of knowledge, you can actually self-boost your curiosity over time, with the end result of more continued interest,” Murayama says. “Curiosity is basically short-lived, but if it’s linked to accumulating knowledge, or if you can link it to your self identity or importance, then you can self-booster interest.”

The trick is to, like Brammer and Nguyen, guide your curiosity toward a topic that can keep surprising you over time. What that usually means is to look for a topic that you already know a little bit about that can keep surprising you.

“We’ve done studies with 7-month-old babies, and they’re seeking out particular kinds of things in the world that violate their expectations, just a little bit but not too much,” Kidd says. “It tends to be the case that people want to elaborate on knowledge they already have as opposed to going into other domains. If there’s some way to relate a desired new set of expertise to something that you already have some background in, that’s a thing that you could absolutely do intentionally.”

So if you want to find some creative outlet for your time — or even if you just want to read more — there are straightforward steps to take: Look for something that excites your curiosity. Look for something that you are uncertain about, something so maddeningly unclear that you can’t help but itch at it. 

This mystery doesn’t have to be about science or philosophy. It could be about what happens to a character in a particular thriller, or how to capture a likeness in charcoal, or what a certain part of your city looks like. The point is that it should be the kind of question that you can’t let go of.

Then indulge in finding the answer — and let that question prompt another one. Then another. Then another. 

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