I've had the eventual seller of Rosemary Macho Soap or Fish Oil startup telling me how beautifully their FB or Google ads pay off. Our clients throughout tell us, that they always end up spending way more than they measurably get in terms of resulting sales (the original proposition of online ads). And they all say the reports are, in the end, completely opaque. The only exception is AppStore ads, which have their own economic, moral and legal issues (don't get me started on them).
Still Paragraph 45. People writing these laws know much better how online ads work than your average blogger. Transparency for the revenue they get from online publishers for placing your ads through their platform. Google and Facebook must fear this like the Great Irish Potato Famine.

I won't comment on every paragraph. But I'll mention good or bad things when I find them. No really bad things so far (12/66 pages). 49) Again completely reasonable:

"To enable end user choice, gatekeepers should not prevent end users from un-installing any software applications on their operating system. It should be possible for the gatekeeper to restrict such un-installation only when such software applications are essential to the functioning of the operating system or the device."

Whoa, great news for camera, calendar or mail apps:

"To ensure contestability, the gatekeeper should furthermore allow the third-party software applications or software application stores to prompt the end user to decide whether that service should become the default and enable that change to be carried out easily"

Critiques of DMA suggested focus and modesty like "They should have focused on 'allow apps to communicate directly with their customers'" or some other minor details. LOfuckingL.

If you oppose the DMA as an indie dev you probably haven't read it. Look: No more private APIs:

"The gatekeepers should, therefore, be required to ensure, free of charge, effective interoperability with, and access for the purposes of interoperability to, the same operating system, hardware or software features that are available or used in the provision of its own complementary and supporting services and hardware." 🎉

Unfortunately, this is a really hard to understand passage, and, unless I misunderstood, also one of the most extreme. What it proposes is that search gatekeepers (Google) should be obligated to provide access to ranking, query, click, and view data to other providers of search engine services on fair, reasonable, and non-discriminatory terms. This access would enable third-party providers to optimize their services and compete effectively. 😳
Zeus wrote this paper. First, set the rules for pricing, then: "And don't think you can abuse these laws to evade your responsibility for misinformation!" 🤩

What is short sighted, unrealistic or unreasonable about 63?

"Closing an account or un-subscribing should not be made be more complicated than opening an account or subscribing to the same service. Gatekeepers should not demand additional fees when terminating contracts with their end users or business users."

64 is one for Mastodon:

"gatekeepers should therefore ensure, free of charge and upon request, interoperability
with certain basic functionalities of their number-independent interpersonal communications services that they provide to their own end users, to third-party providers of such services"

Again, in a nitty gritty American interpretation you can spin flaws into it. If you read it as it was meant, you know it's the right thing to do.

It goes on admitting between the lines that tech protocols can get complicated, and then suggesting that if gatekeepers have doubts whether it not they comply they can directly ask to avoid all speculation. Again they undermine that regulations cannot be a reason to get sloppy about security. (Still 64)
66 defines reasonable exceptions, but I also read it as a warning to not use the shock resulting from instant implementation of EU laws to drum up resistance from the user base. It says that if one of our laws is really unreasonable, appeal and we can excerpt you until the unproportional law gets revised and modified. If you can't get your deserved kicks take Route 66. it's not a cope out, for every one to Rock'n'Roll on, but an exceptional and provisory fairness measure. 67-68 specify.

Winner takes it all? Not in mama EU's house! Inform us of your planned acquisitions, give us all the relevant data and we'll use that data to understand market trends to prevent all your planned predominance tactics.

"gatekeepers should inform the Commission of all of their intended acquisitions, prior to their implementation, of other undertakings providing core platform services or any other services provided within the digital sector or other services that enable the collection of data."

72 dedicated to ensure privacy is one for the books:

"gatekeepers should at least provide an independently audited description of the basis upon which profiling is performed"

'At least'!🤣 I can only imagine the shock on US business people's faces when listening to their lawyers explaining what is in there and what it means for their business in Europe. "We'll just shut everything down in the EU!" Turns to BA: "Right?" BA silently shakes head.

The following paragraphs mostly regulate how the commission can ensure compliance. Okay, so what happens if they still don't comply? 86 gets more concrete:

"Compliance with the obligations imposed by this Regulation should be enforceable by means of fines and periodic penalty payments."

As we know penalties now speak big tech language and use the Billions, not the Millions scale.

Nothing spectacular or unusual in the following paragraphs, still focusing on execution of the strong rules specified before. 101 is somewhat interesting maybe: Who are the experts?

"…each Member State should be represented in the advisory committee and decide on the composition of its delegation. Such delegation can include, inter alia, experts from the competent authorities within the Member States, which hold the relevant expertise for a specific issue presented to the advisory committee."

Coming to a close for the regulations part. 104 explains that if you think that things go wrong you don't need to wait for the parliament to notice and act, but that as a consumer you can enforce your rights:

"Consumers should be entitled to enforce their rights in relation to the obligations imposed on gatekeepers under this Regulation through representative actions"

A good reminder in a time where the law seems to be different for the affluent and the common citizen. 😊

Ha, looks like I'm through the main part. What follows are definitions. Mostly around what a gatekeeper is and how the EU defines them officially as such. Should be fast now.
Oops, no, not done at all. Now we learn was gatekeepers are not allowed to do. Again, the EU shows that it knows the bad actors and their tactics. Plenty of bad news for big tech. For us it reads as common sense. Taking a break now. I'll finish it later. This has been way more interesting, informed and informative than I thought.

Okay, let's finish this up:

"III.5.7. The gatekeeper shall not require end users to use, or business users to use, to offer, or to interoperate with, an identification service, a web browser engine or a payment service, or technical services that support the provision of payment services, such as payment systems for in-app purchases, of that gatekeeper in the context of services provided by the business users using that gatekeeper’s core platform services"

Just this month, Spotify took action and informed its users that it won't accept payment for its Premium Service through AppStore anymore. They're in an ongoing battle with Apple for years.

News about this didn't make the rounds because this change only affected a small group of Spotify users, as Spotify AppStore subscriptions were only possible in a 2 year window.

Reminder: The discussed regulations only apply in the EU. In other territories... Apple's own rules about payment still apply.

So unless I misunderstand: If you advertise in Der Spiegel via Google, Google has to tell both you and Der Spiegel how much they charge for ads on spiegel.de.

This finally brings light into the ad business black box. These people know exactly what they are doing.

I'd like to go through this faster, but it's just too good to skip. Every paragraph is a little treasure trove of things I always wanted and never dared to hope for. Next person that casually critizizes the DMA gets a smack down.

It keeps getting better: this paragraph, translated into practical reality, tells Apple that they can't cut the 20 Billion Dollar deal with Google to set Google Search as a default, but they have to provide a lot of Search engines the first time a user opens Safari.

Yeah, "let the user decide" for real.

If you know what it is talking about, this paper is so *not* boring. They're walking into a Saloon in a corrupt village in the far West like Clint Eastwood and clean the place up.

"Let the users decide." Users can't decide anything if you let Google and Apple have their go, uncontrolled. User don't know anything. Few know why Google Search is the default search on iPhone and how much this is worth to Google. They pay 1/8th of their *revenue* to Apple.

With all the work they do to protect our privacy, 20B is the price for making them turn a blind eye and let nosy Google be your default search.

https://www.makeuseof.com/why-google-pays-apple-billions-of-dollars/

Why Google Pays Apple Billions of Dollars Every Year

Despite its massive popularity, Google has to pay Apple a hefty sum to stay on top of its competition. Here's all you need to know about it.

MUO

Thank you for all the compliments. And, really, "Thank *you*!" It's great that you care. I was prepared to die of suffocation reading this and then get NO response.

I am not done yet, but you can already guess that I haven't even begun telling you what my conclusion of this adventure is, it is slowly building in my mind as I read this. I don't know what is coming, but I'm already preparing the encore. Gonna take a break now, and continue tonight.

Read on through a series of compliance articles, there is not much to report that would be of interest for consumers or third parties. It mostly about how investigations are conducted, what obligations gatekeepers have at what stage of the investigation and what happens if they fail.

So what happens if they do not comply? Companies risk a fine of up to 10% of their *global* annual revenue. Worst case, they risk to be shut down partially or completely in the EU.

If you're you're just sloppy the fine might be in the 1% region. But, likely the (cumulative?) 1% sloppiness fines could pile up on top of your 10%.

Okay, done, the rest is not *that* interesting for us. It mostly specifies process technicalities and then defines terms like 'active business users' or 'submission of information'... it gets very technical at the end.

Final note: Individual countries cannot oppose findings form the EU court. A fully logical and pragmatic rule but, politically, likely, not a popular declaration.

It's late, now. I'll sleep over it, then I'll try to draw some general conclusions from it.

I'm cleaning it up, turn it into a blog post where I add the conclusion. It'll take some time...

Putting it in the right chronological order would already have been quite a job. Luckily there's Python. (Well, I could have extracted it a bit more cleverly, too 🤣).

I'll try to finish it as soon as possible and add a link to the end of this thread, when it's ready.

Okay, finally. The full DMA writeup, starting with the conclusion: https://ia.net/topics/unraveling-the-digital-markets-act
Unraveling the Digital Markets Act

To comprehend the DMA's relevance to us as an independent software company, we read and analyzed it from beginning to end.

iA

I need to find out how come that the repackaging Social Media threads for the blog turns out in days of work. I copied the thread, rearranged, rewrote and rewrote the post at least 30 times until it was halfway publishable. I could have gone for another 30 revisions.

I cannot fully explain it. Part of it is probably that I am completely neurotic when it comes to publishing. Part of it is that the size of information bits changes the overall idea presented in a very essential way.

The blog posts says the very same thing, but to make it publishable I needed to rewrite a lot of it. The context and the form demanded a different tone and much more focus. The longer a text, the more essential it needs to be. You can be chatty in small posts, but if you too casual and anything but laser focused in a long post you look disrespectful and lose your reader in a snap.

I never fully thought about what I presume when I consider the length of an online article. It seems too obvious to think about it. The longer the text, the more information was needed to fulfill its promise. Right?

Maybe, the longer the text the more dense it needs to be to not appear chatty. The longer the presumed scroll, the more likely I roll my eyes when getting to the article. I think "This content had better be exceptionally compelling otherwise I'll quit."

A shorter article around 5x5 sentences makes me more optimistic that the writer wrote for me. I wrote a short bit about the ideal paragraph. Maybe I should try the same with the ideal article. https://ia.net/topics/the-ideal-paragraph
The Ideal Paragraph

You may have read or heard that the ideal paragraph consists of one thought. Clearly, there are various ways to begin and end a thought. One way is to start with a claim or topic sentence, offer examples for your claim, explain how your examples support the claim, repeat the claim in the light of the examples, and build a bridge to the next thought. It is not clear if the ideal paragraph has five, six, seven, a maximum or a minimum number of sentences, as it is not clear what one thought is, where or how it begins, and where or how it ends. On second thought, one could as well argue that every sentence consists of one thought.

iA
Okay, here is my first draft of the "ideal article." Happens to be exactly one iPhone screen long. What do you think?
Version two. Still chases the idea without fully catching it. Still distracts a bit at the end instead of closing the thought. Better though.
It fails because, at once I do have a better understanding of the notion of form than I pretend here. At the same time, the article makes a simple suggestion and instead of fleshing it out, it opens a new idea: that language is form and meaning is form that form is meaning. There are also a couple of unexplained hints in there, like "count and tell" all have a connection to numbers. To tell means to count. Tough nut to crack.
Version three (10 complete rewrites in between) expresses the idea with less philosophical traps and side tracks. The first paragraph is still very inelegant.
Version 4. Again with a couple of full rewrites. Not sure if this is a clear improvement. The article has reached an inflection point. It's become joyful to work with but the structure is not strong enough to focus on details. It's much closer to its vision but it keeps falling apart and morphing into something else when I work on one paragraph.

Version 6. Deleted version 5 because that was just a sleepy early morning whatever. You can se now that I've crossed the line where I need to change the story and structure all the time and I am starting to have fun adding color and spice to the core idea.

Unless this is a late evening sleepy whatever, it may be ready for publishing. Will sleep it over then decide. I really start liking it now. It makes me smile; it's fun to work on. The Radiohead reference is still a bit forced though.

Published. https://ia.net/topics/writing-by-numbers What, what is that you tried to say?
Writing by Numbers

Starting to write can feel like sucking on a lemon. Here's a simple way to plan, start and guide your writing: Use numbers to control your journey.

iA

@reichenstein I quite like it.

What I like even more is the thread of drafts that led to it. Not as pretty, but far more educational. At least for me. 😄🙏