At first glance, thedatadrive appears to be a charming cartoon version of Facebook. But it soon turns into a nightmare, distilled from the social network's brain-drilling efforts to force your attention to BRANDS. It's impossible to tell if and when the joke dissolves and actual marketing, presented as adbusters-esque antimarketing, starts up again. Which is the point, I guess! It's impossible to know, now that we are all living in the last chuckle of a dead French philosopher.
Turns out, though, that the spoof's heart is in the right place: it's the work of Daniel Kolitz, Adrian Chen, Alix Rule and Sam Lavigne, who are launching a new publishing venture—Useless Press— which promises "high-quality internet things."