You've done it all, you've broken every code
And pulled the rebel to the floor
You spoilt the game, no matter what you say
For only metal - what a bore!
Yet another huge showcase event from another of the technology behemoths - this time Google I/O in San Francisco - ends ultimately in a feeling of disappointment. All foreplay and no climax if you excuse the pun.
Is it just me or are these big tech events all becoming a bit passe? Too much razzamatazz and not enough substance. I know someone said that developers are the "new rock stars" but does that mean that every big corporate tech CEO has to think they're Bono?
Perhaps, in a world increasingly dominated by style over substance, these events have to "play it large". At the recent Salesforce World Tour in London, vice chairman Keith Block prefaced his keynote with a full on James Bond London 2012 Olympics-style video enhanced entrance, complete with string quartet blasting out Led Zeppelin's Kashmir and Live and Let Die by Paul McCartney and Wings. Now don't get me wrong, I love that Salesforce continue to push the boundaries of enterprise software, but this year's London event seemed to be joining the ever increasing world of "my show's bigger than your show".
The sad thing is these launch events actually launch very little that's genuinely new. They seem destined, for now at least, to be the homes of incremental upgrades - but each one paraded to the sound of adoring whoops from the gathered faithful rather than being the homes of any great innovation (by the way, a note to our US cousins, Brits don't whoop - for anyone or anything, so dont take it personally).
Nowadays, long before the first whiff of sulphur from the pyrotechnics has passed, we've already heard all that needs to be heard. It's all pre-planned leaks and tweets or so-called secret blurry pictures secured with Jack Bower-esque espionage from a far flung manufacturing facility.
Maybe need every change wrapped in unnecessary pyrotechnics. Maybe my next Internet of Things-enabled, fully-cognitive, predictive, geolocated, voice-activated toaster really does have to arrive at my house on a mock Back to the Future hover-board, along with flying drones playing a heavy metal soundtrack and firing stage cannons. Or maybe we really have done it all, seen it all and been everywhere - man?
Only today I sat in amazement at the latest innovation in robotics, connected everything and AI coming out of South Korea. So, I'm not going to settle for whooping wildly in fake amazement at incremental advancement. I'm not going to accept style over substance in an auditorium where they measure success by the number of people who couldn't attend. I am going to continue to actively seek out the sources of genuine innovation (and potential disruption) and make some noise about them - and I invite you to do the same.