---
title: "The100: Humanwashing, complexity creep and the byggebog"
description: "The100: Dyson’s toothbrush, funhouse mirrors and aerodynamic nose blowing"
---

[The100 from Watch Me Think](https://hello.watchmethink.com/blog)

# [The100: Humanwashing, complexity creep and the byggebog](https://hello.watchmethink.com/blog/the100-humanwashing-complexity-creep-and-the-byggebog)

 Written by [Fran](https://hello.watchmethink.com/blog/author/fran) | 13 Nov 2026, 08:30:00

## Humanwashing

Dior have caused quite the hoo-ha with their recent Christmas ad. They said it was all hand drawn, but many reckon they left their AI hanging out. And so began said hoo-ing and said ha-ing, with Dior yet to confirm or deny.

[Mark Ritson pointed out](https://www.adweek.com/brand-marketing/the-ai-or-not-debate-is-advertisings-most-pointless-argument/) that most things now use at least a tickle of AI. But sinkholes start appearing if you falsely promise something is fully human. And full on craters if your brand is positioned on craft, luxury, creativity and provenance.

Which brings me to Anu Lingala’s brilliant but bleak piece on [humanwashing and the hierarchy of humanness.](https://whatsanu.substack.com/p/2510-humanwashing)

*“Just like “greenwashing” chased after the aspirational value of sustainably-grown organic produce, “humanwashing” chases the aspirational value of human-crafted “organic” content \[...\] This gap will grow wider than ever, as mass anchors to optimization and luxury aspires to soulfulness. In the unfortunate future state that our techno-oligarchs are marching towards, the masses will consume AI slop while anything human-created will be preserved for the exclusive enjoyment of the elite.”*

## Personality not included

Should the aforementioned slop for the masses come to pass, I can’t see it doing much to dissipate the strange, tessellating anonymity of EV branding. [Hit those keys, Ben Kay:](https://lnkd.in/p/epgiFnFk)

*“BYD. NIO. XPeng. Zeekr \[...\] Without Googling, could you tell me what any of them stand for? \[...\] Most cars, even before electrification, were functionally similar \[...\] which was precisely why branding mattered \[...\] A Mercedes meant you'd made it. A Porsche meant you'd really made it. A Mini was fun \[...\] Cars have never been purely rational purchases. They're too expensive, too visible and too wrapped up in our ideas about ourselves \[...\] Much of the industry appears to have settled for reinventing the engine and leaving the personality on the factory floor.”*

## “They take one look and abandon it”

Marcin Wichary tags in Anthony Hobday to explain how [familiarity blinds us to creeping complexity](https://unsung.aresluna.org/they-take-one-look-at-the-ui-and-abandon-it/). It was written about UX, but I think it applies just as well to anything that keeps growing arms and legs:

*“Simple product is released. Lots of people use it every day. More features are added. It’s now complicated. But most people learned the basics when it was simple, so they don’t notice that it got complicated.”*

## Note to self

According to the mega minds over at Psyche, if you’re taking notes to learn and understand, then copying alone isn’t enough. You need to summarise, organise, make connections and think about what you’re learning.

Given my notes app is a cobweb-ridden photo library of book pages (plus one note that just says ‘toe covers’), that’s somewhat disappointing to hear. Thankfully Psyche have shared [some notetaking strategies to use instead.](https://psyche.co/guides/how-to-take-notes-that-actually-help-you-learn) Including this ripsnorter from Walter Pauk, where you take notes in the moment and add cues and a summary afterwards.

## And finally…

A page full of the fascinating and the devastating. The gross and the stunning. What else but the [Wildlife Photographer of the Year Awards](https://www.theguardian.com/environment/gallery/2026/oct/14/wildlife-photographer-of-the-year-2026-winners-in-pictures)?

What facts were you [taught in school that have since been revised?](https://theretrocodex.com/) Turns out the appendix does have a function after all.

One for the master builders out there, [LEGO building instructions through time.](https://www.lego.com/en-us/history/articles/d-lego-building-instructions-through-time) *\*Starts petition to bring back the byggebog\**

 

Bon weekend,

*Fran*

 

 

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