Under cover of darkness: the hideous clothes we wear

(When the lights came on, I realized how hideous we looked.)

My wife returned from Target yesterday with a number of items for the house and for our grandkids.  My eyes glazed over as usual as she went through her prideful display of each one.  How is it that women can get such pleasure from the items they buy at a store and men could care so little?  I hate shopping of any kind, but I even hate the stuff other people bring home when THEY go shopping.  I hate even hearing about the shopping experience.  I don't care what's on sale at Best Buy, or that you can now buy mangoes at Wegmans, or that they are out of size 8 Jessica Simpson boots at The Gap (but you can buy those boots on this website). In short, I normally view the things you can buy at any store as a non-event.  But then, last night my eyes were opened and my brain was stimulated by an interesting observation.

As I walked past our bedroom door on my way to the den, I happened to see what looked like a giant Smurf in there.  It turned out to be my wife, which is fortunate cause we are the only people who live in the house, who was sporting some new pajamas she had bought that day at Target.  I mean, blue is my favorite color, but such a large dose all at once was jolting.  But as I was laughing until I cried, my wife made me look down at the pj bottoms I was wearing.  They were this god-awful looking scotch plaid that you would never see anyone wear in daylight unless they were carrying bagpipes.  What the heck?  (As an example of the kind of merchandise I am talking about, click on the title of this essay).

I guess the manufacturers of nightwear think they can make any garment out of any color in any design and get away with it.  The customer knows that almost no one will see them in the thing anyway, so they go ahead and buy it.  What a vicious cycle.  Undiscerning clothiers and undiscerning consumers coexisting in a symbiotic relationship that endures only because there is no light.  Turn on a bedside lamp or wait until the sun rises and the whole charade is exposed for what it is.  Ugly clothing sold for a profit and bought by people who think it is all right to wear ugly clothing under cover of darkness.  But some consumers know what they are doing, because I have seen them hide the nightwear from other nearby customers under their other purchases at the checkout counter.

Even if you realized later how ugly the nightwear was, who would bother to return the item to the store?  What would you tell the clerk at the Customer Service counter?  The nightgown is too red, or the pajamas have too many stripes, or the blue and the brown pattern clash.  "What the hell lady!  Why did you buy this hideous thing in the first place?"  So no one ever returns these items, because they would be embarrassed to admit they once liked them.  The manufacturers think that what they are producing is fine with the consumer, because the return rate is so low.

To change this horrific pattern of "ugly in-ugly out", I suggest the following.  All of us need to gather up our ugly nightwear and take it all en masse back to the stores from which they came.  I don't care if you bought the item five years ago and you have worn it a thousand times.  Walk right up to the Customer Service counter, pile the wad of ugly material in front of the clerk, and demand your money back.  I further suggest that we all do this on the same day so as to create a media frenzy and get proper publicity for this worthy cause.  I think May 1 would be a good date for this "Return Your Ugly Nightwear Day".  It should be an annual event to allow those consumers who "slipped" during the preceding year, and bought more ugly stuff, to get out from under their careless purchases.  May 1 (May Day) is an appropriate day for this important event.  It is described in Wikipedia as "International Workers' Day, or Labour Day, a day of political demonstrations and celebrations organized by the unions, anarchist, and socialist groups".  Long live the proletariat in their ugly nightwear!

Coffee, candy bars, and Facebook

(They look really good, but DrTom has no clue what kind they are.  When he orders a coffee, he says "Give me a coffee.")

The Facebook (FB) phenomenon amazes me.  Of course, there are many aspects of it that we all marvel at and puzzle over.  It is really neat to be able to connect and reconnect with friends and family all over the world, and keep them up to date with our lives.  We would never write enough letters to do this, or even talk to them often enough on the phone to accomplish the same amount of information transfer.  My sons and I regularly insult each other in that public forum, for example, but I would never take the time to call them a "dickhead" in a hand-written letter, or call them up just to say "your mother wears combat boots". Whoa!  I guess that would be my wife.

In addition to our friendly "hellos" to one another, many FBers are obviously trying to sell something, or to inform us about a topic that is important to them---a social issue, like poverty or global climate change.  They want to tell us what is happening on these fronts and they hope to motivate us to some kind of action.  It is truly difficult to imagine a system that could alert more people in less time than a social networking site like FB, so it is tempting to use it to pass on messages, links, and photos that are near and dear to our hearts.  Alas, it is also not uncommon to read posts that are about as inane as one can get: "I'm bored", or "time to sleep", or "Guess what?", etc.  You know what I am talking about, and you know who you are.  But this just comes with the territory.



However, the most curious FB site I have found so far is Starbucks.  Many commercial enterprises have a page on FB, and the size of their fan base must be an indication of how popular that particular store or product is in the real world.  Target has 535,000 fans, Butterfinger has about 300,000, while the most popular Sears Group page I can find has only a couple of hundred fans.  (There is often more than one Group page for well-known names.)  Starbucks Group page has over 7 million fans!  Think of that.  A number that nearly equals the population of the New York City area bothered to find and join a FB site that is all about coffee.  What could all those people have to talk about, because at a site like Starbucks, no one knows anyone else?  What they have in common is that they apparently love Starbucks coffee, and they are willing to proclaim it to the world.

Please indulge me a moment as I go to the Starbucks site right now, where I will copy some of the posts there to paste here: "I love Starbucks.. BEST COFFEE EVER", "I'm a Cafe Mocha, Decaf, kind of gal!", "venti caramel frap", "Im loving it frappe mocha", "My new favorite. A grande quad skinny vanilla latte... Yum!", "caramel frappaccino w/ extra shot of caramel can get me through the worst day", "Mmmm - Peppermint mocha", "I LOVE Love Love Starbucks!! ♥", "Java Chip Frappchino Light.....YUM", etc., etc., etc.  At the Butterfinger page, posters simply tell everyone they just ate a candy bar.

Starbucks' management must absolutely love this self-perpetuating advertisement love-fest, and they must love FB for establishing this social network. (By the way, click on the title of this blog if you want to go to the Starbucks FB to which I am referring.  There are many of them, but this one is the biggie.)  Thousands of posts per day on that site, going on 24/7, telling perfect strangers either how much they love Starbucks products or which flavor is their favorite.

The question that intrigues a former student of behavioral ecology like me is why people post on a FB site like Starbucks.  My best explanation is that this is a format for being recognized, however insignificant it may be.  Facebook and other similar sites call what we do here "publishing".  When I am finished writing this post, I press a button, you can see what I wrote, and it is then considered "published", in internet jargon.  As a former academic, I think this is pretty amusing.  In academia, we work for years to collect data and analyze it, write a scientific paper based on those data, have our peers tear the paper apart, rewrite it a few times, submit it to a scholarly journal where it is torn apart some more and, if fortunate, it is eventually accepted for publication.  Good journals reject about 70% of the papers submitted to them.  If accepted, you are sent a bill for what is called "page charges".  These charges, which you pay for out of your research money, can be $125 per page of journal occupied.  That kind of publication takes a great deal of effort, and if you are lucky, maybe a few dozen other scientists will read what you wrote.  But here, anyone can be published in a millisecond, at no cost whatsoever.  And you can say anything you want, as long as it is relatively clean, even if you fabricated the idea out of thin air.  And that little publication, complete with name and photo, could be read by thousands.

Most people will go through their entire lives and never have their thoughts or written words heard by anyone outside of their immediate circle of friends and family.  The potential to have your voice heard far and wide is huge on the internet.  The fact that I may only be telling the world that I like mocha frappuccino is better than nothing and, I suppose in the case of the Starbucks example, there is a weird kind of camaraderie knowing that you are communicating with a group of 4 million people who like the same drink.

DrTom also has his motives for publishing on these FB sites.  I seek out FB sites regardless of their content that have lots of members because, to be perfectly honest, I am trolling for new readers of this blog.  A typical post of mine on the Starbucks site would be something like, "Get yourself a cup of Starbucks coffee, and then read about my black lab at http://lifeatdrtoms.blogspot.com/."  The more members the site has, the more likely I am to pick up a reader or two.  Why I want you to read my blog is the more interesting question, and I might explore that more in the future.  In the meantime, get yourself a nice hot cup of pumpkin mocha latte and reread this post.  Dig deeply, and tell me why you publish on FB.  If you don't publish there, the reason you don't could be even more interesting.

(Almost every cup of coffee that DrTom drinks is made at home with fair trade, organic French Roast beans ordered online from Cafe Britt. He makes it one cup at a time using an Italian Bialetti.  As they say on the FB Starbucks page, "Yummy".)