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There’s a Reason That Netflix’s Ad Business Has Underwhelmed
Somewhat lost in the company’s slew of firings and engagement warnings over the past few weeks was the fact that Netflix is scaling back its ad forecast for 2026 from $3 billion to $2.7 billion. That’s despite the fact that: CTV is growing by 14-15% this year This year saw a monster upfront Netflix is the biggest streamer out there this side of YouTube, and was the platform that for years brands were supposedly dying to be a part of In other words, that’s an alarming pull-back from Netflix. A Wall Street analyst I spoke with last week was blunt, calling Netflix’s ad business “disappointing.” To me, a red flag on the ad front is that Netflix has never revealed how many ad-supported subscribers it has. Because if I know anything about how big companies work, if they have a positive number that makes them look really good - they tend to share it. (How many subs does go90 have right now? We’re not saying just yet. How are ads going on ChatGPT? Oh, a billion run rate - I see). Yes, to date Netflix has shared some fuzzy ad numbers, such as the idea that the company’s ad tier ‘reaches’ 250 million users globally.’ Here’s why that figure gives me pause: a)they lead with global, and b) they don’t explain how they are calculated. (Are they based on average people in each room? Surveys of some kind?). Regardless, some insiders say that Netflix’s ad tier is scaling nicely - others not so much. Either way, one of Netflix’s biggest challenge on the ad front appears to have been its starting point. Remember, when Netflix launched ads in 2022, it had 73 million subs in the US and Canada. That’s 73 million people who were used to Netflix with zero ads. And when the ad product rolled out, the company clearly was going after new users - a limited pool of potential subscribers by default. That focus seems to have changed over time, as Netflix has tried to convert longtime subscribers to the ad tier. Historically Netflix subscribers are very sticky. But is the company’s low churn a problem? Not necessarily, according to Antenna data. Rather, Netflix’s consumer loyalty is a bit of a double-edged sword. “Netflix is the one streamer which actually has seen substantial “trade downs” but has much lower ‘win backs,’ said Antenna founder Jonathan Carson (win-backs being people who were on the ad-free plan, cancelled, then rejoined on the ad plan). “Netflix has lower churn and so has less opportunity to win back old subs with a lower cost plan option.” This all might explain why Netflix has been so slow to roll out all of these table stakes targeting options until just this week. It likely didn’t have enough users to carve up into various targets. etc. However, what really hit Netflix’s ad business was Amazon’s move a few years ago to turn on advertising for Prime Video by default. Suddenly the market was awash in premium inventory, and Netflix was playing catch-up on multiple fronts. Thus, the streaming giant appears to still be figuring out if if wants lead in ‘programmatic TV,’ or premium ‘upfront’ TV sales. “The CTV market now sorts into three businesses, and Netflix is not the leader of any of them,” wrote analyst Jack Myers. Ouch. So how does Netflix ratchet up its ads business? Get the next NFL package You’re gonna have to wait until 2030 unless one of the bigger media companies like Skydance opts out, but the easiest (not cheapest) way for Netflix to become a huge TV ads contender is to get one of the regular NFL packages, ideally Sunday afternoons. That way it can sell ads to its whole U.S. subs base overnight. Go FAST This one is risky, because to program a compelling FAST channel, you’d likely have to take some older Netflix exclusive shows and make them available for free to non-subscribers. But FASTs, for better or worse, are ad-inventory machines. Go full UGC I’m not sure I see this happening. There is something already off about Netflix carrying podcasts and shows for creators. The experience sticks out in what is such a produced, and generally non-communal environment. But Netflix could open up its platform by allowing creators to upload videos without having to be approved by the service. But that opens a whole other can of worms (policing brand safety, copyright infringement, overall quality). Make a huge RMN Deal I was going to suggest something crazy, such as ‘instead of buying Warner Brothers, Netflix should buy Target. But the company doesn’t want to be in the brick and mortar business. Yet for Netflix’s ad business to compete in an Amazon world, it needs to be able to connect ad exposures to shopping. What if, instead of letting Amazon target Netflix viewers with its DSP, Netflix inked a deal with Target, or even took control of Roundel, and created its version of the Amazon full-funnel for brands? Price us out. I hope they don’t do this, but Netflix’s price increases - while significant - haven’t been enough to push long-term customers out of the ad-free tier. But if they made those prices so prohibitive, it could push large swaths of consumers to trade down. Then again, that could also dent engagement - as binging becomes much less appealing once you bring ads into the equation. Or, they could just launch a bunch of hit shows and maybe everyone will quickly forget all this angst. More from Amazon unBoxed A few weeks ago, I recorded two podcasts live at Amazon’s unBoxed event in San Francisco. I was able to go really deep with several brand partners about how Amazon’s various data and ad products work - particularly the under appreciated Amazon Marketing Cloud. First, I talked with Laura Abadias Velilla, of the Amazon specialty agency Amerge, along with Amazon’s own Charlotte Maines, Vice President, Devices Content & Advertising, about how the two partners helped a very specific printer company Epson launch into a brand new category - high end projectors. It’s a great example of how brands connect audience data across platforms to make budget deployment decisions. Next, I chatted with Monks VP Head of Digital Investment for North America Tom Burchill about how the agency actually brought in data from Linkedin to help target B2B customers across various Amazon properties for the brand Quicken. Check it out: Check these out, or just listen:
NBA Draws New Lines on What Fans Can Bet On
The league is restricting risky player props.
Plague is stoppable. The next health threat may not be.
The word plague is scary. Centuries ago, the Black Death killed tens of millions of people and changed the course of history. Plague still kills people around the world, and the word still evokes catastrophe. New fears of plague surfaced on October 2, when a lab worker in Irkutsk, Russia, died of pneumonia. Reports suggested that she may have contracted plague through a laboratory exposure. Understandably, people were alarmed. On October 7, the World Health Organization called for the Russian Federation to be transparent about what it knew. WHO issued an update on October 10. Russian authorities told WHO that testing did not identify plague and that investigations found no laboratory release. WHO said confidence in its risk assessment remained limited and that further clinical, epidemiological, and laboratory information was needed. The cause of the woman’s illness remains unknown, and WHO says a laboratory-associated exposure cannot be excluded. As I explained in a recent interview, this incident is very unlikely to lead to a pandemic. Plague is still active, including in the U.S., which sees a handful of cases each year. But it is a disease we can prevent and treat. Plague doesn’t spread readily, and it responds to antibiotics. The standard response—isolate the patient, trace contacts, and administer antibiotics and monitor for symptoms among contacts for seven days—works. We have even planned for antibiotic-resistant plague. At CDC, we developed a playbook for antibiotic-resistant plague and ran exercises on how to find and stop it. CDC guidance anticipates engineered resistance and recommends two different classes of antibiotics if there’s reason to suspect it. There is no evidence that resistance—or even confirmed plague—is involved in this incident. We have thought through how to address plague, but we’re not ready for the next major health threat that emerges from a lab or from animal spillover to humans. What should concern people is how little stands between the world and the next pathogen to get loose. Since peak COVID, epidemic preparedness has fallen off the political agenda, but the risk is greater than ever. More labs handle dangerous pathogens with more ways to make those pathogens deadlier, and more people live and work in close contact with animals. There are actions we can take now: We need better lab safety in every country. The number of labs that work with dangerous pathogens has increased worldwide over two decades, but there’s no enforceable international standard and no inspection regime; the Biological Weapons Convention, fifty years on, still has no verification mechanism. Labs that study dangerous germs need strong safety systems, training, and oversight. We need to reduce spillover events. Three in four emerging human infections start in animals, and there’s a lot we can do to reduce spillover risk, but the world is doing very little of it. Live-animal markets are one place to act. For instance, closing live-bird markets helped control H7N9 influenza in China. Reducing opportunities for people to encounter infected animals can prevent infections before they become outbreaks. In The Formula for Better Health, which is now out in paperback along with the hardcover, Kindle, and audiobook versions, I argue that labs do too many risky experiments with too many dangerous pathogens in too many institutions, and that every experiment should first answer one basic question: Is the likely benefit greater than the risk? Spillover risk can also be reduced: In the book, I discuss how Brazil cut its deforestation rate by 70% from 2004 to 2012 while increasing agricultural production and reducing risky contact between people and forest animals. We need faster detection and response. Delay costs lives. Strong surveillance, good labs, and trained responders can turn a single case into a small cluster of infections instead of an epidemic. Resolve to Save Lives has worked for nearly a decade to help countries find and stop outbreaks faster. The 7-1-7 target, which Resolve to Save Lives developed with partners in Uganda and elsewhere, provides a clear standard: detect within 7 days, notify within 1 day and complete all essential early response actions within 7 days. In Uganda’s Kasese district, for example, a review of a measles outbreak using 7-1-7 identified shortages of accessible funds, fuel, and vehicles that delayed the response. District leaders established funds they could access quickly. When, a few months later, the Crimean-Congo hemorrhagic fever appeared, the district detected it in three days, notified authorities in one, and mounted an effective response in two. Only one case was confirmed, and the patient survived. Because funds were available before the emergency, authorities were prepared and able to act. This kind of preparation can’t wait until the next crisis begins. Plague is an old disease we that know how to stop. The next threat may be harder to recognize, harder to treat, and easier to spread. Safer labs, less risk of spillover, and faster outbreak detection and response need sustained investment now, while we still have time to prevent the next emergency. Share
‘Not Exactly What I Want To See Puka Nacua Doing’ — Sports Doctor Flags Rams WR’s Risky Play vs. Bills
Fans couldn’t have asked for a better Monday Night Football matchup as the Los Angeles Rams and Buffalo Bills delivered a thriller at SoFi Stadium. Although Josh Allen and the Bills came out on top with a 37-34 overtime victory, the Rams kept the game close and forced overtime in the final seconds of regulation.
Mark Zuckerberg talks about the massive risk Meta took on AI
The Meta CEO said that the company was prepared such a risky bet on AI, that the CFO was concerned and pulled Alexandr Wang aside.
The director of Fjord takes the ‘risky position’ of moderator
With his new film about a Romanian family’s life in Norway, Cristian Mungiu wants you to consider the limits of your tolerance
Tom Cruise's latest risky business
Tom Cruise doesn't play things safe. Yes, obviously, I'm referring to him hanging off assorted aircraft and other insane things he does in his cinematic stunt-o-ramas.
Tom Cruise's latest risky business
Tom Cruise doesn't play things safe. Yes, obviously, I'm referring to him hanging off assorted aircraft and other insane things he does in his cinematic stunt-o-ramas. But in his 45-year history in Hollywood, Cruise has done a lot of different roles and navigated through various reinventions.
Paxton making 'very risky' move by declining to debate Talarico
Every Republican U.S. Senate candidate in Texas since 2002 has agreed to at least one debate. One expert says it’s a very risky move to pass up the opportunity to make up ground with James...
Tom Cruise Dusts Off 'Risky Business' Dance Moves for Packed 'Jennifer Hudson Show' Spirit Tunnel
Tom Cruise revived his “Risky Business” dance moves for an appearance in “The Jennifer Hudson Show” spirit tunnel, which drew a record number of participants.
Tom Cruise Dances in 'Jennifer Hudson Show' Spirit Tunnel to 'Risky Business' Song
Tom Cruise pulled out his "Risky Business" dance moves (and sunglasses) for his walk down "The Jennifer Hudson Show's" Spirit Tunnel.
Operational Drift is Risky Business for Power Generators
Power generation operators are navigating a major workforce transition at the same time operations and maintenance (O&M) work is becoming more
Shopping for Cheaper Health Insurance? Oregon Regulators Warn About Risky Alternatives
Bears Make Risky QB Decision Ahead of Eagles Matchup
The Chicago Bears are turning to their third quarterback for a difficult Monday night matchup against the Philadelphia Eagles. Veteran Case Keenum is expected to start for Chicago on Monday Night Football , NFL Network Insider Ian Rapoport reported Monday morning. The move comes with Caleb Williams already ruled out because of a hamstring injury…
Jupiter-bound JUICE spacecraft just got an 8,000 mph speed boost from Earth: 'This is great news for science'
"All flybys are risky, requiring very careful planning and continuous monitoring."
A Stress-Free International Break For Sunderland? Not A Chance
Having so many players on international duty is often risky, as injuries suffered by Dan Ballard and Brian Brobbey show.
Lakers Insider Reveals Biggest Problem Entering This Season
The Los Angeles Lakers are hoping that the risky offseason of controversial moves will work out behind Luka Doncic as the top star. Losing talents like LeBron James, Rui Hachimura, and Luke Kennard is not a good thing for any NBA team. However, the Lakers decided to invest in younger talents that they believe fit […] The post Lakers Insider Reveals Biggest Problem Entering This Season appeared first on HEAVY.
Cook Political Report sees Anna Paulina Luna, María Elvira Salazar in risky territory, opens CD 22 as a jump ball
2 GOP incumbents now sit in 'Lean R' territory, while an open race Republicans wanted to flip is a 'Toss Up.'
Gurucul Launches AI Risk and Response to Detect and Stop Risky AI Behavior Before It Escalates
LOS ANGELES, Sept. 25, 2026 — Gurucul has announced the general availability of Gurucul AI Risk and Response, bringing behavioral AI to the growing attack surface created as AI moves from assistant to actor. With hundreds of AI detections connecting activity to identity, access, data and broader security telemetry, the solution helps SOC and Insider […]
Allison Schrager: We’re all AI investors now, and that’s risky
Like it or not, we are all betting on AI taking over the economy. In the last 40 years, the U.S. has become a nation of stock investors. On the
Chatbots are still falling short in mental health conversations with kids
Chatbots will sometimes offer up diagnoses or risky advice, a new study found, despite claims from AI companies to have improved safety.
Childhood trauma linked to risky health behaviors in late adolescence
Experiencing childhood trauma appears to increase a young person's likelihood of smoking, substance use and developing unhealthy eating habits by contributing to behavioral problems during adolescence, such as impulsivity and poor self-control.
Dodgers’ plan for Shohei Ohtani is unnecessarily risky
Once again, it sounds as if Ohtani is determined to squeeze in as many at-bats as possible, and once again, it sounds as if the Dodgers will let him try.
Parental gambling linked to poorer health and educational outcomes for Australian children
New Australian research has found that risky parental gambling is associated with poorer physical health, mental health and educational outcomes among children, highlighting the need to recognize gambling ...
Board risky trainees at an Oglesby business?
There is a shortage of workers trained to install big solar systems, so the industry is turning to ex-convicts and other risky candidates to do the jobs. An Oglesby company is taking that to the next level.
The fox is guarding the healthcare hen house
In the United States, seeking and affording care is a risky venture. The central purpose of the healthcare industry should be to equitably provide care people need at an affordable cost. It should provide services that heal individuals and families and keep people safe and healthy. Instead, much of our healthcare system has evolved to […]
The fox is guarding the healthcare hen house
In the United States, seeking and affording care is a risky venture. The central purpose of the healthcare industry should be to equitably provide care people need at an affordable cost. It should provide services that heal individuals and families and keep people safe and healthy. Instead, much of our healthcare system has evolved to […]
Memphis Grizzlies Face Risky Walter Clayton Jr. Decision
Walter Clayton Jr. could be one of the Memphis Grizzlies' final roster cuts, but moving on from the second-year guard could prove costly.
Airman shot down in Iran shares harrowing rescue story
The American airman rescued from Iran after his aircraft was shot down in April shared for the first time details about the risky recovery operation.
Gameday Live Overtime Correspondents Sept. 11, 2026
PEORIA, Ill. (WMBD) — Week four of the high school football season was action packed with a ton of great games across central Illinois. Steve Suess and Jonathan Michel join Kurt Pegler and Ryan Risky to break down Normal Community’s thrilling 56-35 win over Notre Dame and Normal West’s big 47-6 win over Bloomington.
Packers’ New Addition Named Top Week 1 Fantasy Sleeper
Week 1 can be a time when players surprise you with unexpected roles. It is a good chance for fantasy football players with an appetite for risk to find success. One name that is a risky fantasy proposition with potential high-end outcomes is Green Bay Packers running back Kaleb Johnson. The former third-round pick was […] The post Packers’ New Addition Named Top Week 1 Fantasy Sleeper appeared first on HEAVY.
SAP's Service Partner Ecosystem Needs a New Business Model
The major misconception within the SAP service partner ecosystem right now is this: as long as there is high demand for S/4 migrations, business can simply continue as usual. That’s convenient, but risky for several reasons.
Herbert Simon Family Foundation to present experimental creative showcase with ‘Risky Business’
A new “experimental creative showcase” is coming to the Contemporary Art Museum of Indianapolis (CAMi) this fall thanks to the Herbert Simon Family Foundation.
Stress and Stroke: The Hidden Link
Key takeaways:Stress might not directly cause a stroke, but it can lead to issues that raise your stroke risk, like high blood pressure.Mental health medication shouldn't impact your stroke risk, but talk to your health care provider about it.Diet, exercise and avoiding risky behaviors can help prevent stroke.
Job applicants are trying résumé AI prompt injections to get noticed
Some job seekers are hiding AI prompts in white text on their résumés to try to influence screening tools. It's a risky move.
15 discouraging hours with Onimusha: Way of the Sword, and 10 brilliant ones with He Who Watches
In the last few weeks, while playing some video games that I might review, I emailed two cries for help. I sent the first to a rep for Capcom, confessing that the company’s samurai game Onimusha Way of the Sword (out today for PC and console) was crushing me. “Feels like I’m playing ‘hard’ mode, not ‘normal,’” I wrote. “And I don’t want to have to knock it down to “story”. I’m exploring, trying to level my gear, but these two-phase boss fights with no mid-fight checkpoints are brutal.” I wagered I was only about halfway through the game, if that. I wasn’t sure I could keep up with the steepening difficulty curve. Was I missing something? Then, on Monday, I took some photos of some puzzles that were baffling me in the mind-bending He Who Watches (out now on PC), wrote out lengthy descriptions of how I’d been trying to solve them and asked Bobby Vanden, the game’s solo developer, for a nudge in the right direction. I told Vanden I’d spent hours on these puzzles. “I’m stuck in triplicate,” I told him. Could he tell me if the solutions I was attempting were even on the right track? I didn’t mention that the puzzles—coupled with major time pressures from other work—were stressing me out so much that playing the game was giving me headaches. This double dose of panic was unusual. I’m used to managing a workload full of reporting and reviewing, used to a crowded schedule and the need to stay calm amid the bustle. But I was stressed about these games. No one was forcing me to review them, nor even play them. I’d simply found them interesting enough to start, hoped they’d be interesting enough to write about and I’d sunk hours into them assuming I’d made the right call. Suddenly, however, I felt trapped. I was emailing for a way out. Above: This guy took me about an hour to beat. The feedback I got from Capcom confirmed my fears. They didn’t say it, but I will: Onimusha Way of the Sword is not for me. It’s a brutally hard game in need of a normal difficulty level. It’s a game that spikes so severely during its abundant boss fights—yet offers such flawed ways to improve when outside of them—that it feels like a bait-and-switch. In the new Onimusha, you play as famed samurai Musashi Miyamoto, aided by a magical soul-absorbing gauntlet that is possessed by a lady who offers advice. (Way of the Sword is a continuation of Capcom’s long-dormant Onimusha series, but that set-up had me wondering if the company was cribbing from their ill-fated Bionic Commando reboot; read about “wife-arm” when you get a chance). Way of the Sword is partially set in 17th century Kyoto, an explorable city where Miyamoto can fight demons, help civilians and eventually rescue ghostly dogs. The city evolves over time, with new mini adventures and obtainable loot on offer, all feeding into systems that promise to upgrade your gear and sword-fighting skills. Upgrades, however, are so incremental as to be imperceptible, causing the exploration of Kyoto to feel like inconsequential busywork. From that hub, players can go on linear missions into forests and old temples, where they will encounter many of the game’s tough bosses. Combat in Way of the Sword is akin to many modern melee games. Players are asked to mix attacks with dodges and parries. They’re encouraged to deplete an enemy’s stamina bar in order to do greater damage to its health bar. The old Onimusha games’ signature move was the issen, a counter-attack so sudden it’s all but pre-emptive. You strike just as they begin to strike toward you, beating them to the cut. By definition, the issen is a high risk move, leaving you wide open to pain. It feels risky in the game, especially against bosses, who can maul you in just a few blows. A game might train you to perform an issen well by offering a variety of lesser enemies who are not as tough as the boss but get close. Or it might offer a toehold against bosses by saving or checkpointing the player’s progress when a boss’ first health bar has been destroyed and before the second health bar appears. It might offer the less skilled player a chance to over-level their character, should the player simply commit to playing through its optional sidequests. Way of the Sword does none of this. Fighting its trivially easy grunt enemies and then its ferociously adept bosses is like playing a game of chess where I’ve got a rook, while the opposing side is all pawns and five queens. Bosses simply don’t checkpoint. You may be able to clear a boss’ first phase without taking much damage. Good for you. Do it again, every time you fail the second phase. As for the the central Kyoto hub, I kept pace with all of its added side activities and never felt like I was overpowered. Bosses could still easily buckle me. The new Onimusha, I concluded, is just too discouraging to keep playing. The advice I got from Capcom had been well-intentioned. They reminded me of the game’s various systems. They alerted me to an optional assist that flashes recommended button inputs (basically: counter this move; dodge that move). It was a little helpful. So was dropping down to “story mode,” which I tried last night. Story mode turns on those button prompts by default. It makes countering and dodging way too easy, nearly automatic. I don’t consider myself a master of action games like these, but I’ve cleared the likes of God of War, Stellar Blade, Star Wars Jedi and others of sub-Sekiro difficulty and had a fun time doing so. Not here. Not yet. Unless they patch Onimusha: Way of the Sword and add a middle difficulty or just checkpoint the damn bosses when they’re between health bars, my streak of loving Capcom games released in 2026 will likely end at two. It’s a shame, because I was having a good time finding those ghostly dogs. And then there’s He Who Watches, a phenomenal first person puzzle game with Portal vibes, except instead of a portal gun you’ve got a magical bow that shoots one arrow that can activate switches or be used to drag blocks. The twist is an actual twist: you can also walk on walls and the ceiling, reorienting gravity as you do, thereby placing blocks onto those other surfaces. Walking on walls and ceilings to solve problems is really the best thing. Would that I could in reality. He Who Watches consists of locked-room challenges, each brief enough to only require about a minute to actually solving, though it will take five, 10, eventually 30 minutes to figure out said solutions. They are not obvious! It’s a game of layered mechanics and shocking solutions. For example, see if you can follow this: You can drag a block to a wall. Then you can walk on the wall, which now feels like the floor, and drag that block across the wall. Later, back on the floor, you might realize you can look up. The block is still on the wall, stuck to it. You can shoot your magic arrow to its underside. Doing so creates a tether, so that you can yank the block off the wall and carry it, as if it were a balloon, into the spot where you need it to be to solve the puzzle. Here, watch Vanden explain some of the game’s basics in this launch trailer: As with any great puzzle game, the solutions to He Who Watches’ puzzles elicit relief and amazement. Oh my god, that worked! I didn’t even think that could be possible! Learning to solve the game’s puzzles feels like learning magic. But, oh, does the game get hard. Its Steam reviews, mostly glowing, are full of players remarking how quickly He Who Watches made them sweat. Wrote one: “loving this one already although my brain is hurting!” Wrote another: “As you get further in the game it feels like you need an IQ level of at least 120+.” Vanden has shown some mercy. Each locked room puzzle includes an optional junior version of the puzzle, meant to teach you. Difficulty nevertheless ramps severely. By the time I was emailing Vanden for help, I was struggling to even clear one of the hint puzzles. When I messaged him, my stress was exacerbated by strange things I’d found in the game’s various hubs: suspicious passageways, odd blocks and some intriguing locked doors. These were hints of secrets, I realized, yet I sensed I needed to play further into the game to understand them. I was stuck, but I wanted to see the rest. Vanden offered to give me the exact solutions, to solve those three puzzles for me, but first he gave four nudges. Three were for the specific puzzles, but his best hint was for all and ultimately proved to be a terrific life lesson: go back a bit, he suggested. Do the puzzles right before those. They were teaching you something. Focus on what their lesson was. Don’t rush, in other words. Recognize what you’ve accomplished. Build off of that. I did so. I absorbed the lessons. I saw those three tough puzzles in a new light. I solved one the night after he wrote back, another the morning after. I left a third for another time. I didn’t need it and I wanted to plunge deeper into the game, closer to the moment when I was sure I could start unlocking those secret doors. My head stopped hurting, too. He Who Watches feels special. It’s got more challenges, and I’m undeterred. It’s also nice that its puzzles don’t have a surprise second health bar. Game File is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. Subscribe Item 2: In brief… 🎮 Ilari Kuittinen, co-founder of Helsinki-based Housemarque (Super Stardust HD, Resogun, Returnal) has stepped down from his studio, after a 31-year run, saying he’s “ taking a rare and well-deserved breather.” Sony purchased Housemarque in 2021, and the studio released its newest game, Saros, earlier this year. Trend-watch: Sony-owned Insomniac saw its founder Ted Price retire in early 2025, after a 30-year run. Sony-owned Sucker Punch saw its co-founder Brian Fleming step down in late 2025, after a 28-year run. 👀 Savvy Games Group chief Brian Ward is stepping down from the Saudi-government-backed games conglomerate, Bloomberg reports. No word on a long-term successor yet, nor if this augurs any closer integration between Savvy and Electronic Arts. EA was purchased by a consortium led by Saudi’s sovereign wealth fund, in early August. 💿 Square Enix has denied a Japanese media report that the company was planning to go private. In very different Square Enix news, the company revealed that the physical version of Final Fantasy VII: Revelation, the April 2027 finale of its radical remakes of FFVII, will include just one disc in its case, requiring a download for the rest. The first two FFVII remakes in the trilogy shipped on two discs apiece. While Square hasn’t commented on the reason why, a feature here in Game File last month broke down the processes and costs for physical games. The expense of a second disc comes out of the game publisher’s cut of each copy. Square could be saving in excess of a dollar a copy with this move. 🟥 Grand Theft Auto IV’s 26-minute ’‘extended look” gameplay showcase that premiered on Netflix last week—and was exclusive to the platform for six hours—drew 31.1 million views in its first four days, the streamer announced. (Netflix calculates views as total viewed hours divided by runtime; excludes replays). Compared to YouTube: The version that later premiered on Rockstar Games’ YouTube channel is sitting at 22.6 million views after seven days (YouTube’s more liberal counting system tallies anyone who viewed even just the first few second.) Compared to other Netflix mega-events: Last year, Stranger Things season 5’s first four episodes, which debuted together, drew a record 59.6 million views in their first few days on Netflix. For more of a live event type of comparison, in 2024, the Jake Paul vs. Mike Tyson boxing match drew 65 million concurrent streams as it happened; Netflix didn’t release live numbers for the GTA premiere. ☁️ Microsoft is changing the way it charges for cloud gaming, from an all-you-can-play offer for Xbox Game Pass subscribers, to caps for the subscription’s tiers (15 hours per month at the Ultimate tier), with the option to buy more hours in bulk beyond that. The company also said it will sell batches of cloud gaming time to non-Game Pass subscribers, details TBA. Microsoft does not release figures for cloud game usage, but said its changes would impact 4% of Game Pass subscribers. That implies a small portion of its subscribers exceed the 15-hour monthly mark. Cloud gaming offers the promise of playing games without the need for console or PC hardware, as the graphics, sound and controls are all transmitted via a streaming connection. Microsoft notes that its cloud gaming service can be used for a range of things, including Xbox One players using it to play newer-gen Xbox Series games via streaming; and people playing games via streaming, sans any console, “in markets where consoles are less available or affordable.” (That latter use case could even be relevant in Xbox’s home market soon, as console prices keep rising.) Take Two Interactive chairman Strauss Zelnick recently told investors he expects game-streaming tech, which has been only lightly adopted by gamers for over a decade, to be widely used within three years. 🇺🇸 The Trump administration has published multiple agenda-driven web video games to the White House’s website. One called Build The Wall partially clones Tetris as it asks players to build a wall to stop a “zombie border siege.” While actual Tetris involves clearing lines and basically not building a wall, the Trump-backed game omits the line-clearing aspect (and omits the fun as well). On Instagram, Tetris’ official license holders reacted by stating: “At Tetris we believe in the power of connection and bringing people together, not dividing them. To our fans everywhere: we love you, we see you, and we’re grateful to have you in our community. P.S. The Tetris Company was not involved in the creation of ‘Build the Wall.’ P.P.S.: We take copyright infringement very seriously.” Item 3: The week ahead: Tuesday, September 8 Game releases: Mewgenics (consoles; already out on PC) is an engrossing tactical combat game (with cats). It is getting its console port right after the release of a Star Wars tactics game and ahead of the late September launch of a Fire Emblem–a bumper crop for the genre. Wanderburg (PC) is an auto-shooting game like Vampire Survivors, but you’re a castle on wheels Event: Nintendo airs a 30-minute Nintendo Direct (10am ET) focused on The Legend of Zelda’s 40th Anniversary. A full unveiling of the upcoming remake of The Legend of Zelda Ocarina of Time is expected. Will they also show footage from next year’s live action movie? Tease the next big 3D Zelda? Add Link to Mario Kart World? Shadow-drop a new Tingle game? Wednesday, September 9 Event: Nintendo again! On this day, they’re planning to air a 45-minute Nintendo Direct (10am ET) focused on games heading to Switch 2 this winter. Followed by about an hour of gameplay demoed by the company’s Treehouse team. The September Nintendo Directs are always some of the year’s biggest. The 2025 edition included announcements of several major 2026 Switch/Switch 2 games: Pokémon Pokopia, Mario Tennis Fever, Yoshi and the Mysterious Book, Fire Emblem Fortune’s Weave. Plus the return of the Virtual Boy. Friday, September 11 Game release: EA Sports NHL 27 (PlayStation, Xbox) is a hockey game. There are so few that an indie studio that had been making wacky sci-fi first-person shooters just announced that, hey, we’re going to fill a void and make a hockey game for PC.
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No One Wants to Talk About the Debt | WSJ Politics Newsletter for Aug. 13
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If Not AOC, Then Who?
What do we do if Alexandria Ocasio-Cortez decides not to run for president in 2028? It makes sense that many leftists are currently focused on calling on her to take the plunge. But the absence of a Plan B, or even much discussion about one, is worrisome. The US Left can’t afford to sit out the 2028 Democratic primary. Doing so in 2024 was a disaster: our abstention self-marginalized anti-billionaire politics from the national conversation and thereby gave space for Harris to pivot to the “center” (i.e. the policy preferences of corporate donors, establishment hacks, and AIPAC). Abstaining again in 2028 would be especially counterproductive since democratic socialists now have so much wind in our sails after our big electoral wins in NYC and across the country. It’s time to deepen our momentum, organization, and profile — not to retreat to the margins during America’s single most important political battle. Even more urgently, keeping Trump’s heir out of the White House may depend on whether leftists and the party’s unprecedentedly disenchanted base can force the Democrats in 2028 to take meaningful steps towards a very angry electorate and away from the corporate-consultant blob that has helped get us into this mess. If AOC (or Abdul El-Sayed) decides to run, we should enthusiastically go all in — DSA, fighting unions, progressive organizations, anybody who wants to see a better country and world. But, as far as I can tell from the outside, there’s a real chance that she doesn’t run. And we can’t just wait and see where she lands before discussing alternatives, since AOC’s decision might not come for quite a while, giving us little time to scramble at the last minute for an alternative. So we should start working now on getting a Plan B into motion, and recruiting a good candidate for the role. Here’s one idea. A Worker Candidate — Healthcare Not Warfare 2028 Run a union worker Leftists don’t need to always run experienced, well-known socialist politicians for high-profile contests. Lula, the current president of Brazil, began his political career as a metalworker militant who ran for governor of São Paulo in 1982. Especially in an era of institutional distrust, it’s possible to lean hard into making a virtue out of a working-class comrade’s distance from traditional politics. Experience abroad shows this clearly. Rachel Kéké — an immigrant hotel housekeeper — ran as the candidate of the leftist La France Insoumise for the National Assembly in 2022, defeating a former minister in the Macron government. The Belgian Workers’ Party in 2024 won its first Flemish seat in the European Parliament by running Rudi Kennes, a three-decade veteran of the Opel Antwerp auto factory. And the South Korean left in 2024 elected auto factory militant Yoon Jong-oh to the National Assembly. If a tiny French Trotskyist organization could make such a big splash in 2002 and 2007 by running a well-spoken postal worker cadre for office — the LCR’s Olivier Besancenot received about 1.5 million first-round votes — it’s not far-fetched to expect that a much larger organization like DSA, together with a broader coalition of the willing, could run this playbook to much greater effect. This is especially the case now that almost everything DSA does immediately becomes a national news story. We don’t need someone famous. We just need a charismatic, well-vetted comrade who works in a relatable working-class occupation — e.g. a nurse, or a worker in auto or construction, or at Amazon. Ideally, they have a compelling personal story or have been part of a significant strike or organizing campaign, but even those criteria don’t necessarily have to be deal-breakers. The main lesson of the Graham Platner fiasco isn’t that we should never run outsiders for office (the momentum he generated proves the exact opposite), but that they need proper vetting and roots in democratic membership organizations like DSA or a union. In any case, there are plenty of ways to signal working-class authenticity without resorting to Platner’s or Fetterman’s performative macho white dude affect. Better to have someone of any gender or race who is actually working class, with firm socialist politics, who can speak from experience about the day-to-day realities of trying to make it in America. There are surely at least a dozen such worker leaders in our movement nationwide; we just need to sit down and convince one that their personal sacrifice for the greater good (i.e. running for president) will be worth it. If we don’t have a frontrunner with a clear path to victory like AOC (or El-Sayed, were he to win Michigan), it’s better to embrace someone whose decision to run in itself tells an important story about US politics: workers have been iced out of our political system and are now fighting hard to break back in. The novelty factor, in itself, would generate press. And it would help democratic socialists signal to the American public that our movement’s defining characteristic is that we represent workers vs. bosses, not that we’re “the furthest left” force in American politics — a framework that suggests we’re extremists and that helps our opponents isolate us from non-college-educated voters by highlighting extremely minoritarian (and misguided) stances included in DSA’s platform like prison abolition. We don’t get many opportunities to speak to tens of millions of Americans; we need to use these opportunities to broaden our appeal beyond those already in our orbit. Run to polarize the 2028 primary and general election around “Medicare for All” and “End All Aid to Israel” Why should democratic socialists use our scarce time and volunteer energy to run in a race we’re unlikely to win? Running in the 2028 primary will not only recruit us scores of members (imagine having a DSA member intervening in eleven nationally televised primary debates!), but — more importantly — it has the potential to be a decisive leap forward towards an America that finally starts meeting the needs of working people instead of HMO and AIPAC billionaire donors. Polarizing litmus tests are good, actually — as long as they’re fought for around popular demands in a thoughtful and strategic way. Democratic socialists have an opportunity and responsibility to make the 2028 primary about two of the most widely and deeply felt issues of our moment: domestically, America’s unaffordable, family-breaking private healthcare system; internationally, America’s bankrolling of the genocidal Israeli government. A candidacy relentlessly demanding Medicare for All and No Aid to Israel would pose a sharp question to the American public, the Democratic Party, and other 2028 contenders: Why can’t working-class Americans afford their healthcare bills at the same time that our government is spending at least $3.8 billion yearly to fund an Israeli regime eager to keep dragging us and the world into more forever wars? Our candidate can agitate around a clear message: I’m running to give voice to all those working-class Americans who are struggling to get by. No matter what state you live in, who you voted for in 2024, or your background, it’s just plain common sense that we should make healthcare more affordable instead of spending billions to enable the Israeli government’s crimes against humanity. Every American who agrees with me when I say ‘Medicare for All — Not a Dime for Israel’ should make their voice heard through our campaign. Racking up a high number of votes for this agenda is a crucial way to show the Democratic Party and the country as a whole that we can’t keep supporting a life-destroying status quo in our healthcare system and in the Middle East. If we want to defeat Trump’s handpicked crony this coming November, we need to speak to ordinary people’s frustrations with the status quo — we can’t keep running the same tired establishment playbook and expecting a different result. For those highly engaged voters (or skeptical media pundits) who raise concerns about wasting votes, the candidate can take the time to explain why this isn’t the case: It's true I'm a long shot. But Zohran showed anything can happen — and voting for me is a pragmatic decision, not a wasted vote. In a heavily divided primary with a large number of candidates and a very discredited establishment, my campaign and the democratic socialist movement I’m part of are positioned to be the balance of power if we can get a large enough number of voters to loudly demand Healthcare Not Warfare. Since there’s a high chance no candidate will get to 50% in the 2028 primaries, the Democrats could very well be heading towards a brokered convention, where a disciplined, principled current committed to breaking from corporate donors can play an outsized role in making sure whoever ends up with the nomination raises the banner of single-payer healthcare and cutting aid to Israel. How exactly could running this sort of primary campaign be translated into actual leverage? The candidate replies: I’m aiming to win the nomination, but if I don’t achieve that goal, my delegates and I will pledge our support in the primary only for a candidate who agrees in the general election to call for ending US aid to Israel and establishing Medicare for All at home. These are both winning planks for November against the Republicans, and the only reason I can see that other candidates haven’t yet raised these is that they’re still more scared of the donor class than they are of the people. That needs to change. If Democratic leaders want young people, workers, and those sick of the status quo to show up in big numbers this November, they need to meet us halfway. In this way, whether or not we win the nomination, democratic socialists could still play a decisive role in 2028. The approach outlined here is similar to what radical left parties periodically do in parliamentary democracies like Denmark or Sweden when they find themselves as a junior partner electorally: they dictate to center-left allies what their terms would be for enabling, from the outside, the formation of a new government. Running a Healthcare Not Warfare candidate will make it significantly more likely that the 2028 Democratic candidate stands with ordinary people instead of donors on these two pivotal planks — a shift that will, in turn, make it easier to achieve the existentially important task of defeating MAGA’s heir in November. Look at how much popular traction the Uncommitted movement got with a similar strategy in 2024 with so little on-the-ground organization — surely we can go much further with a working-class candidate, a much bigger DSA, and a Democratic Party base that has turned against Israel, billionaires, and the hacks in the party who prop them up. Objections and Responses There are quite a few objections to this proposal, many of which are very reasonable. Let me briefly address each here. Socialists shouldn’t waste their scarce time and resources on a candidate unlikely to win. This is a good rule in general, but there are important exceptions, and presidential elections are the main one. There’s no other political contest that gets anything like this level of attention and engagement in the US, so if you want to be a serious force in nationwide politics, you basically can’t afford not to have a candidate. Far from being an overall drain on our resources, running a dynamic 2028 campaign would likely result in a major net increase in members and capacity. In that spirit, the very pragmatic Milwaukee sewer socialists — who mostly ran to win at home in Wisconsin — supported Eugene Debs’s propagandistic presidential campaigns, which they correctly saw as a crucial means of recruiting to the Socialist Party. And now that the (post-1972) Democratic Party gives more weight to voters than party operatives in determining its presidential nomination, it’s become feasible to run as a socialist in primaries without risking a split in the vote against the Republicans in November. We should just support Ro Khanna, who also supports M4A and ending aid to Israel. I like Ro Khanna and would enthusiastically vote and canvass for him for president were he to get the nomination. But there’s a real chance that Khanna’s bid for office doesn’t catch on; he lacks the grassroots organizational apparatus of DSA, and, because he’s not really of the Left or labor (despite his current very good positions), he’s unlikely to generate the type of buy-in and enthusiasm that a DSA candidate would. Moreover, Khanna would be running as an individual, not as someone emerging from and building an organized movement — his campaign would not likely focus on building sustained power from below, nor would it likely polarize the 2028 primary around M4A and Israel aid. Also, and not inconsequentially, the poor electoral results for Tom Steyer and Saikat Chakrabarti this spring suggest that there’s perhaps not much of a popular appetite in the Democrats’ base to support multi-millionaire class traitors. Much better, then, to run a democratic socialist worker. If by Super Tuesday it’s clear that our campaign has captured the main left lane in the primary, Khanna should drop out and endorse us; conversely, if he’s managed to capture this lane, DSA could at that point transform its Healthcare Not Warfare campaign into an independent campaign to elect Ro Khanna focused on winning (and holding him accountable to) those two critical planks. An openness to consolidating an anti-corporate candidate by Super Tuesday is a necessary component of the strategy I’m proposing, because otherwise we risk splitting the primary votes (per DNC rules, you need at least 15% to get any delegates to convention). We should convince Shawn Fain or Sara Nelson to run for president instead. I agree it’d be great if either ran for president, but my impression is that there’s basically no chance that will happen in 2028, because both are firmly focused on their union leadership duties (and, in the case of Fain, beating back a federal witch-hunt). This plan could have DSA end up endorsing a non-socialist, non-DSAer for president. That’s against our principles. It’s a myth, and bad politics, that socialists can’t ever support candidates who aren’t members of their organization and/or who don’t call themselves socialists. Bernie, after all, was not a DSAer. And socialists abroad regularly make tactical decisions about if and when supporting a non-socialist candidate makes sense from the standpoint of promoting working-class interests, defending democracy, and building a socialist current in the process. If your “principles” prevent you and DSA from helping achieve the momentous stride forward of having a Democratic candidate in 2028 run on Medicare for All and ending aid to Israel, those “principles” are not very good. In fact, they actively undermine the causes they’re aiming to support. We shouldn’t confuse principles (working-class independence) with tactics (the best way to advance this in a given context). In my recent article in Catalyst on Milwaukee sewer socialism (I’ve uploaded the full text here), I have a section showing how similarly rigid rules about endorsements had to be eventually discarded in the old Socialist Party nationwide after WWI because they tended to lead socialists towards a sectarian abstention from broader anti-corporate electoral insurgencies beyond their party’s control. For what it’s worth, Lenin’s current under Tsarism frequently backed bourgeois candidates in the second round of elections and Lenin himself advocated that British Communists support Labour Party candidates; for his part, Kautsky in 1912 defended the German Social Democracy’s electoral pact with the Progressives in the runoffs. If our predecessors could be that tactically flexible in an era before the limits of their underlying strategic assumptions about intransigent class politics in capitalist democracies were made clear, then there’s no need to insist on being more tactically rigid today, after a century’s worth of accumulated experience. As long as you maintain your own political profile and organization while engaging in broader coalitional efforts, there’s zero inherent contradiction with the principle of political independence. More specifically: DSA and allied organizations should enthusiastically back Michigan’s Abdul El-Sayed if AOC declines to run and he throws his hat in the presidential ring. (I have no idea whether he’s even considering this path, but there’ll surely be chatter about it if he wins his Senate race this November.) Though he doesn’t call himself a socialist, El-Sayed is a principled Berniecrat, a consistent fighter for Palestine, and would have a clear path to victory. Using the “s” word is far less important than whether a campaign fights for the interests of working people at home and abroad — and whether actively participating in it can grow the organized working class and the Left. And the same holds true if a less anti-corporate candidate were, under pressure, to adopt our two Healthcare Not Warfare planks. Why focus only on M4A and ending US aid to Israel? There are so many other important issues to fight for! Obviously there are many pivotal issues beyond healthcare and Israel, and our candidate — and especially our organizations involved in the campaign — should be prepared to speak on all of these. But one of the crucial lessons of the Zohran campaign is that you have to relentlessly stay on message if you want to cut through the noise. CNN and Fox News will want to talk about DSA’s views on Venezuela and abolishing the police; we need to polarize the debate on the widely and deeply felt issues that are most favorable for growing the Left, isolating our opponents, and winning urgently needed changes. One recent poll found 63% of Americans support M4A, even after respondents were told it would raise taxes and eliminate most private insurance. Another found that 74% of Democrats opposed “providing additional economic and military support to Israel.” And focusing on two demands sets the campaign up to be able to leverage its mandate to make clear demands upon other candidates (which we can’t do if we run with a laundry list of demands). Talking about a Plan B is a distraction from the more urgent work of building a groundswell of calls on AOC to run. It’s good for DSAers, fightback unionists, and progressive organizations to try to convince AOC to run. This proposal is meant as an addendum to pushes to get AOC to run and to line DSA up for that eventuality, not as a substitute for those efforts. But I’m worried that, like in 2024, we might eventually find ourselves with no time to find a viable alternative unless we start now. DSA, with its abundant deliberative processes, moves slowly. The approach you’re suggesting seems risky. If a DSA candidate runs but doesn’t receive a lot of votes, it’ll undercut our current national momentum. This is a reasonable worry. All big initiatives always carry risks, and the path I’m advocating is certainly not free of these. That said, if a Healthcare Not Warfare campaign doesn’t catch on like we envisioned, it’s a pretty simple pivot in March 2028 to explain that in the future we really need our standard-bearers like AOC, or our growing bench of national electeds, to step up in presidential primaries. Moreover, it’s worth noting that the risk of my Plan B proposal is on the whole significantly less than the risk entailed by an AOC run. We should all back her if she runs, since she’d fire up the base, provide huge openings for organizing, have a real shot at defeating a Republican (especially given MAGA’s unpopularity), be a great standard-bearer for our issues, particularly M4A and ending aid to Israel, and be less willing than mainstream candidates to capitulate to any anti-democratic machinations from Trump and co. But it’s also true that AOC could lose, which would be a devastating setback to the country and the Left. Or she could win and find herself unable to pass much, if any, of her (and our) program, a demoralizing prospect. So if we’re willing to take these risks with AOC (and we should), it follows that we should be able to take lower-level risks if she doesn’t throw her hat in the ring. What’s Your Plan B? The US Left is facing its biggest opening for growth and influence since the 1930s. Initiatives that would have been impossible a few months ago are now potentially feasible. A President AOC is now easier to imagine, but if she ultimately assesses that the risks aren’t worth the potential reward in 2028, we can’t be left flat-footed. So even if you’re not convinced by the specifics of my Plan B, I hope you can at least agree that it’d be a disaster for us not to have one — and not to start getting a Plan B into motion. Hopefully other organizers and political currents will put forward their responses and alternative ideas ASAP. The stakes are too high to just wait and see. More As always, please share this article widely. This newsletter depends on all you lovely people to get the word out. Thank you! I uploaded the full text of my Catalyst article on Milwaukee sewer socialism here (it’s updated and 3x as long as the version published earlier on this substack). If you haven’t yet, please make sure to subscribe to Catalyst here; I read every issue front to back, highly recommend. 🌹🎵 Ivan Lins (arranged by Arthur Verocai) — “General da Banda” 🌹🎵
Risky Business: Patent Term Adjustment in the Post- Forest Era
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New OMB rule could break science in the United States
The drug that saved your mother. The treatment your doctor recommended. The clinical trial that bought someone you love more time. None of it was inevitable. It required a system built to operate outside politics and sustained over decades, because science doesn’t operate on the timeline of a politician. That system is now under direct threat. The Office of Management and Budget (OMB) has proposed a new rule to regulate all federal grants, not just science, but housing, education, defense, NASA and everything in between, that would fundamentally change how research is conducted in the United States. There have been a lot of fires in the past 16 months, and if everything is an emergency, nothing is an emergency. But this is a very big deal. These rules would strip away the independence that has kept science from becoming a political tool. The good news is there’s still something we can all do. How the grant system was designed to work When I was a new faculty member, I was full of millions of ideas, so I sat down and wrote an NIH proposal. I worked on it for months and thought it was so good. Then I sent it to my mentor. It came back covered in comments. Places where my reasoning wasn’t as airtight as I’d thought, methods that could be stronger, gaps in my thinking that I had been too close to the work to see. It stung, as honest feedback always does, but peer review almost always makes the work better. In fact, it’s the backbone of how American science has functioned for generations. At NIH, submitted proposals go to a panel of scientists who have experience in the field. These are the people who can read research methods and spot their weaknesses, who understand when an experiment is designed well and when it isn’t. Applications are scored rigorously, and often only the top 3-20% of proposals receive funding. The people making funding decisions are required to justify them based on these reviews. To be clear: this is not a perfect system, and good science still goes unfunded more often than any of us would like due to limited resources. There is also criticism that peer review may undervalue bold ideas that are risky but could have high payoffs. But the peer review system is nonetheless a meaningful part of the grant selection process. While thoughtful and careful changes could improve the system, the changes being proposed by OMB will not make things better. The rule that could change everything Through this OMB proposal, the system that helps decide what gets funded is being dismantled. There are many troubling elements buried in this proposal, but three provisions stand out in particular. Each would be damaging alone. Together, they would change what kind of science gets done in America, and who it serves. 1. Political appointees would decide which science gets funded, and peer review would be explicitly sidelined or ignored. The guidelines your doctor follows, the standards that determine what’s in your air and water, the drugs that get approved for your family: all of it starts with a funding decision. Right now, that decision is made by scientists who can evaluate whether the work is actually sound and whether it could move the needle forward. Under this proposal, funding decisions could be made by political appointees. The careful, expertise-driven review process that shapes grant funding would be effectively sidelined. That means that a poorly designed study could get funded simply because someone in a political office liked the sound of it, while rigorous, important work doesn’t get funded because it no longer aligns with the administration’s priorities. In other words, critical work that benefits all of us could now be missed just because it has become politically inconvenient. 2. Grants could be canceled at any point, without warning, in the middle of ongoing work. Say your tax dollars have been paying for a cancer study for two years. The grant was awarded for five years, so the team is mid-experiment. There are three additional years’ worth of answers that could change how the disease is treated for hundreds of thousands of people. With this new rule, the federal government could cancel the remaining funding tomorrow, walk away from the commitment it made with your money, and have no legal obligation to finish what it started. This is a huge waste of money. There are rarely other sources of funding for this work, which means the team, the graduate students, postdocs, and research staff who have dedicated years of their careers to this project could lose their jobs. Patients who have contributed their time to studies may not see it turn into useful learnings for others. Every hour of work already completed could result in nothing useful. Science can take decades to get to tangible outcomes. It needs a stable funding system to flourish. 3. Researchers would have a harder time communicating their findings without pre-approval from the federal government. There is a saying from Sir Mark Walport: “Science isn’t finished until it’s communicated.” Science is no use to anyone if it is kept locked away in the labs that produced the data. The proposed rule could make communicating research findings harder in a number of ways: Make it harder for scientists to widely share their findings in scientific journals. Publication costs, including journal fees that allow for broad public access, could not be paid for by federal funds which is often how scientists pay these costs. Restrict researchers from engaging publicly about how their findings should inform policy or public health guidelines. This would restrict scientists from doing the work that transforms years of lab work into decisions that actually affect people’s lives. Make it harder for scientists to attend conferences. Conferences would now need to be approved by the federal agency at the time of grant award. This disadvantages conferences or publications that are not politically aligned. Conferences are a key way in which scientists learn about work happening in their field so they can collaborate and build on each other’s findings. What good is science with a muzzle? The long-term impact These changes could (and hopefully would) be reversed under the next administration. But by then, damage has been done. Once projects are halted or denied funding by political appointees, people leave their science careers for other paths or even leave the country to do their amazing science elsewhere. You cannot pause a scientific study the way you pause a subscription you decided isn’t useful anymore. You cannot freeze a research team that depends on salaries to feed their families, causing a scramble for replacement funding that, in most cases, simply does not exist. When the money stops, everything stops, and all the work in progress and its potential are lost. Despite all of the language about reducing waste, fraud, and abuse, this new proposed rule increases the administrative burden tremendously. Every researcher watching this unfold will make a rational decision: don’t start anything that will take a decade to finish. This includes not building a team around funding that could vanish, or asking the big questions that need patience and stability to answer. The most consequential science, the kind that produces the treatments and the breakthroughs that reach your doctor’s office twenty years from now, is exactly the science that would be abandoned first. This is still a proposal, so we can all do something Some worry this rule is already a done deal. But by law, OMB is required to open a public comment period. Those comments matter because they inform members of Congress, they can be used in litigation, and they create a public record. So here’s what you can do: Submit a public comment. The public comment period on this proposed change is open until July 13. Anyone can submit a comment, and OMB is required to respond to substantial ones. Each comment must be different to count as distinct; identical comments will be counted only once. Comment as an individual, not on behalf of your organization. Here’s a full resource to help you, with useful examples, but in general: Share a story about how science or federal funding has benefitted you or is involved in your work. Are you or someone you loved a cancer survivor? Do you know someone with Alzheimer’s? Have you received NIH/NSF or other federal funding? All of these can be stories you use to highlight why you care. Explain why you’re worried about these proposed changes. You can use the wording found here or in other resources to help you. Ask them to withdraw this proposed rule. Contact your elected representatives. Congress allocates money to federal agencies to spend, and it has oversight of how that process works. You can let your representatives know this proposed change concerns you and ask them to intervene. There are levers they can push that can help at this moment. Let others know why federal funding matters. This isn’t just about science, but ALL federal grants, including for education systems, defense projects, and more. The process, including the importance of federal funding, is invisible to many. We can all make it more visible by sharing how science benefits us and why we value it. You can also share this article, or any of the resources linked here, to help spread awareness! Bottom line We are quickly losing ground in scientific research in the U.S. More changes, like the proposed rule by OMB, would decimate our ability to conduct research here, leaving us all worse off: fewer treatments for pancreatic cancer, less research on pollution impacts, fewer answers for patients with rare disease, and more unaddressed health needs. The impact will be very real for all of us, regardless of where we stand politically. Using our voices for science is more important than ever. Love, LM Big thanks to Dr. Megan Ranney for reading this over and providing brilliant insights, as always. Dr. Liz Marnik, PhD, is Executive Director of The Evidence Collective at YLE and a science communicator and immunologist working at the intersection of public trust, science, and public health. You can find her on Substack, LinkedIn, Instagram and Threads. Your Local Epidemiologist (YLE) comprises a team of experts, ranging from physicians to immunologists to epidemiologists to nutritionists, working together with one goal: to “Translate” ever-evolving public health science so that people are well-equipped to make evidence-based decisions. The YLE suite of newsletters reaches over 475,000 people across more than 132 countries. This newsletter is free to everyone, thanks to the generous support of fellow YLE community members. To support the effort, subscribe or upgrade below: Subscribe
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The work you can't always see: Beer is political, part 2
Recently I published a piece about beer, politics, and the question of who speaks up and who doesn’t. I meant every word of it. I still do. And then my inbox opened up. Cleveland Prost is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. Subscribe I’ve been writing about beer since 2014. For most of that time, I kept things deliberately light — taproom profiles, new releases, the people behind the pints. Gradually, over years of building this thing, you gave me something I didn’t expect: permission. Permission to go deeper. To say what I actually saw in this industry and what I actually believed about it. That trust isn’t something I take lightly. It’s why that piece existed at all, and it’s why this one does too. I’m not walking anything back. But I want to go further. In that piece, I wrote that beer has never existed outside the system. That immigration policy affects who staffs breweries and harvests ingredients. That labor policy affects taproom workers. That civil rights policy affects who feels safe walking into a taproom. That “beer does not exist in a vacuum. The idea that it does is comforting. It is also false.” I believe that as much now as I did when I wrote it. But one idea came back at me, in different forms, over and over (from reader emails, comments, and conversations): that beer itself isn’t political — that it only becomes political when someone decides to make it that way. That what we’re really seeing is a choice by individuals to inject division into something that doesn’t inherently require it. It’s a comforting idea. It’s also wrong — and I think it’s worth being precise about why. That framing assumes that breweries operate outside the conditions shaping everything else. That politics is something you choose to bring into a room that was, until then, clean and neutral. That if you stay quiet, you stay clear of it. But the room was never neutral. It was never clean. Politics is already in the room. It’s in who walks through the door comfortably and who hesitates. It’s in whether a space can be used for organizing without fear. It’s in whether helping someone quietly might carry consequences you have to think carefully about in advance. It’s in who staffed the brewery, who harvested the grain, who can afford to be a regular. The idea that you opt out of all that by staying quiet is an illusion. You only change how visible your response to it is. This is, I realize, a hard thing to hear if you came to a beer newsletter for something lighter. I wrote recently that “beer, for me, has always felt like a refuge — a third place in an increasingly fractured world.” I meant that. I still do. But a refuge is not an escape from reality. It’s a place to gather strength to face it. Here’s what I actually missed — and what I want to correct. Multiple people in the industry reached out to me. I’m not naming them and I’m not identifying their businesses, because that’s not my call. If and when they want to be loud about what they’re doing, that agency belongs to them. What I can share is the substance of what they said, because it complicated something I presented too cleanly. The overall message: *You don’t know what we all are doing.* And they’re right. I don’t. One example involved a collaboration brewed quietly to support another business facing serious challenges in a whole different region, with proceeds directed toward solidarity, community, and keeping operations afloat. No announcement. It could have been broadcast widely. The point was never publicity. Another example involved logistical support for community efforts: organizing safe transportation, providing space for meetings on otherwise closed days, facilitating gatherings under difficult conditions. All of it happening while balancing real financial pressure and genuine concern for personal safety. None of what they described is a brewer “deciding to make beer political.” It’s people responding to the conditions around them — conditions that are already shaping who feels safe, who has access, who can gather, who needs help, and who has the capacity to offer it. Politics, again, already in the room. Already shaping choices. Whether anyone announced it or not. I’ve spent decades in taprooms, at barrel releases, at festivals, in back offices and brewing floors, talking to the people who built this industry from nothing. I know how much happens that never makes it onto social media. I know the owner who quietly comp’d a tab for someone having a crisis. The brewer who drove an hour to pick up a stranger who needed a safe ride. The taproom that stayed dark on a Tuesday so a community group could use the space without it becoming A Whole Thing. None of that gets a post. Most of it never will. So when I wrote recently about silence — when I said that “silence right now doesn’t feel neutral, it feels like complicity” — I was writing about what I could see. And I was right about what I saw. The public silence of breweries that have the platform, the stability, and frankly the safety to say something and choose not to? That still troubles me. I’m not softening that. But some of what I read as silence is actually something else entirely. It’s people doing the work with their hands instead of their phones. It’s people who are genuinely afraid — not of being canceled, but of real consequences for their families, their employees, their ability to keep the doors open at all. That deserves more than a footnote. It deserves to be named clearly. Here’s the tension I want to sit with honestly: public statements matter. They matter because people can’t rally around something they can’t see. Visibility creates awareness and solidarity. It helps people find each other. It tells someone standing outside your taproom door, uncertain whether they’ll be welcomed inside, something they need to know — or whether it’s even safe for them to be in public at all. That’s not performative. I wrote recently that the craft beer movement “was built on collective defiance. It was built on rejecting consolidation. On pushing back against homogeneity.” I believe that too. And I’ll extend it: breweries should be at least as loud about their values as they are when they drop a new seasonal. Your hazy IPA gets a full rollout — the label art, the tap handle photo, the countdown post. Human dignity deserves the same energy. Be as loud about human rights as you are about your beer. There is no reason those two things should require different levels of courage from you. But visibility isn’t the only form of courage. And not everyone can be visible right now without real consequences — financial, personal, sometimes physical. There are people in this industry doing hard, unglamorous, sometimes risky work in the background, and announcing it would compromise it or paint a target on someone who’s already stretched thin. That’s not silence as complicity. That’s operational discipline under pressure. What I want to push back on — clearly, not gently — is the idea that behind-the-scenes action and public visibility are in competition with each other. The person organizing quietly in the back room and the person posting a statement of solidarity on a Tuesday morning are both doing something real. We need both. We need the quiet infrastructure and we need the visible signal. We need people to know that this industry — at its best, at its most independent, and human — gives a fuck. I closed that piece with a question: “Reactive and fearful? Or clear and values-driven?” That question still stands. But having heard from you, I’d add a corollary: the values-driven path isn’t always the loudest one. Sometimes it’s a phone call and a recipe. Sometimes it’s a room made available on a closed Tuesday. Sometimes it’s a drive across town for someone who needed a safe ride home. All of it is political. All of it was always political. You don’t get to opt out of that — you only get to decide what you do with it. I’ve spent more than a decade writing about this industry because I believe it can be exactly that. I’ve been lucky enough to build an audience that lets me say so plainly. That’s a privilege I intend to use. The work is happening. Some of it you’ll see. Some of it you won’t. Support it either way. Cleveland Prost is a reader-supported publication covering beer and brewing across New York state. To receive new posts and support this work, consider becoming a free or paid subscriber. Cleveland Prost is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. Subscribe
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Science diplomacy lessons from a North Korean volcano
Mount Paektu, a mythic, active volcano on the border between North Korea and China, is almost the epitome of a scientific challenge that crosses political lines. In 946 CE, it erupted in one of the five biggest volcanic events of the past 10,000 years, kicking up huge quantities of ash and sending destructive mud flows down river channels for hundreds of kilometres. Should this happen again, the entire region, including easternmost Russia, South Korea and even Japan could be hit. “It’s definitely got the potential to be big,” said James Hammond, a professor of geophysics at Birkbeck, University of London. An eruption on the scale of 946 would have “huge regional impact.” For the past 15 years, Hammond has helped lead a groundbreaking collaboration with North Korean scientists to study the volcano, navigating scientific sanctions, tough export controls on scientific equipment and a long, pandemic-enforced exodus from the country. Although he seems more at home on far-flung research expeditions – before speaking to Science|Business, Hammond was camping out on a Greenland ice sheet – he has also advised the European Commission on its changing science diplomacy strategy. His long experience with North Korea has made Hammond sceptical of blanket bans on science collaboration, no matter the country.This is a live question in Europe, where in the wake of Russia’s 2022 invasion of Ukraine, institutional ties with Russian universities were almost entirely severed, although some scientists fear this could undermine our understanding of climate change’s impact on the Arctic. Here, Hammond tells the story of the Mount Paektu mission and the policy lessons he takes from it. Ominous rumblingsThe genesis of Hammond’s collaboration came in 2002, when Mount Paektu began to rumble ominously. Earthquake activity picked up and the volcano began to emit unusual gases. North Korean scientists took notice. “People felt we need to know more about this volcano,” said Hammond. In 2011, North Korean vulcanologists put out a request for international expertise to help them learn more. At the time, Hammond and his collaborator, Clive Oppenheimer, were working on a vulcanology project in another sanctioned country, Eritrea, and so decided to answer the call. Within a month, they had flown into Pyongyang. “It was pretty incredible,” recalls Hammond (left). “We were made to feel like honoured guests, and invited to official celebrations.” The scientific opportunity was huge. Paektu is unusually positioned, a thousand kilometres from where tectonic plates rub against each other in the Pacific. “It was an incredibly interesting volcano, but not much research had been done, at least not in the international community,” he said. “There was so much we felt we could do. And we had these partners that were super keen to engage.”The mission received an unusual visitor in the form of volcano-obsessed filmmaker Werner Herzog, who accompanied Hammond and Oppenheimer while directing his 2016 film Into the Inferno about volcanos across the world. Four days into the trip, the German director delivered a long speech about reunification to his North Korean hosts, recalls Hammond. “He got to the heart of the Koreans and how they felt, and how they thought, in a way that I'm not sure I ever will,” he said. UN sanctionsHowever, Hammond realised he’d been “naïve” about how difficult it would be to collaborate with North Korea, which was sanctioned far more heavily than Eritrea. “We didn’t fully appreciate the all-encompassing nature of restrictions,” he said. In 2016, as tensions escalated over Pyongyang’s nuclear tests, a United Nations resolution banned all joint scientific work with North Korea. However, the UN sanctions did allow countries to request carve outs, and the UK successfully requested an exemption for Hammond’s work. Related articlesEU pushes for joint science diplomacy, but care needed to avoid gridlock, experts sayRussia severs its last ties with German scienceAnchor Greenlanders in Arctic climate research, experts tell EU ahead of policy updateExport controls have also delayed Hammond’s work. In one case, it took 18 months to get approval from the UK government to take seismometers, which measure earthquakes, to North Korea. “It was frustrating,” he said. “But they didn’t just say no.” However, one instrument, called an induction coil, used to measure how the earth conducts electricity, was blocked entirely because it can in theory be used to detect submarines. Karaoke bondingSince the collaboration started in 2011, Hammond has visited the country around 15 times, although the pandemic closed off North Korea for more than five years. A trip last November was Hammond’s first since the outbreak. Despite this lengthy interlude, Hammond has deep bonds in the country. The North Korean scientists Hammond works with are somewhat isolated, as they struggle to access the latest research papers and travel to international conferences. That said, they are “excellent geophysicists” and are “very well trained in the field,” he said. Over karaoke and chats about their families, “we’ve made friendships, for sure,” he said. The authorities have to sign-off things like the placement of seismometers, for example, but Hammond said these requests have been approved. “Everything that we've asked for within a scientific context has been delivered.”Scientific backchannels? These kind of personal links between scientists across political lines are one purported benefit of science diplomacy. During the Cold War, some historians argue, scientific contact between the US and Soviet Union laid a groundwork of trust for other cooperation, such as on arms control. Hammond agrees that backchannel contacts to North Korean geophysicists are hardly likely to defuse a military crisis on the Korean peninsula, but the simple fact of the scientific collaboration makes contacts between diplomats that little bit easier. “It creates opportunities to understand each other a little bit better,” he said. “When maybe you have those more difficult discussions as diplomats, it's coming from a slightly better place.” Cutting tiesDrawing lessons from the Mount Paektu mission for today’s links with Russian science isn’t simple. The analogy is far from exact, Hammond said, “because one is essentially a Cold War, versus a pretty hot war in the case of Russia.” But Hammond’s broader argument is that the challenges we face, such as climate change, pandemics, biodiversity loss, pollution and so on, have globalised in an unprecedented way, making blanket shutdowns in collaboration with any country unwise.He’s somewhat critical of the UN scientific sanctions imposed on North Korea in 2016, even though they did allow for exceptions. “I think a blanket halt to some of these things, when we face big global challenges [. . .] that’s quite a risky thing to do,” he said.Institutional endorsement?European academics are still by and large free to work individually with Russian counterparts. However, official, institutional partnerships have largely ended. Shortly following the full-scale invasion of Ukraine in 2022, Russian university rectors wrote a public letter endorsing the war, meaning European universities fear official collaboration could also be seen as a kind of endorsement. Hammond acknowledges there is a risk of legitimising regimes, and state-controlled universities, through scientific cooperation. “That’s the trade off you have to make,” he said. Strategic projectsWith Russia, instead of giving a green light to restart all Arctic science, a middle ground might be firing up a few carefully selected “strategic” projects, said Hammond. After all, European countries are still collaborating with Russia on the International Thermonuclear Experimental Reactor, an experimental nuclear fusion plant in the south of France. However, even if Europe did try to revive Arctic science with Russia, there’s no guarantee Russian scientists would play ball. A series of high-profile arrests of physicists in Russia accused of sharing their findings with the outside world has made collaboration fraught. Even before the invasion of 2022, “the Russian regime made it increasingly difficult, and this sort of discouraged people,” Dag Rune Olsen, rector of the Arctic University of Norway, told Science|Business last year.
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