Yeah, I think that’s probably more accurate than what I was thinking, and that leaving belongs to acceptance rather than depression.

I was actually aware of that, which is why I wrote depression/acceptance, meaning they probably moved from bargaining to either one of those, thinking either of those 2 stages could prompt people to leave. By fast-tracking, I meant that moved happened faster than they would have if the rebranding hadn’t happened. It’s still a fascinating bit, I have known about the stages of grief for a while, but only learned recently (like, this year) that they didn’t have to happen in order.

I think it’s spot on. It’s people who were already going through the stages of grief, were kinda stuck in “bargaining” (like: “nah, Twitter is not really dead, it’ll come back”), and the symbolism there about Twitter really being gone-gone fast-tracked them to depression/acceptance.

Yeah, to be clear, what the friend was saying that day is that they don’t even have access to file names. For them it’s 100% mangled data.

I would definitely consider file names to be personal information, that I would expect to be encrypted. If I store a file named “Letter to IRS for 2020 violation.doc”, then suddenly you know something about me that I probably don’t want you to know.

Oh that’s interesting!

Yeah, that conversation is much, much older, pretty close to the very start of iCloud file storage. I’m guessing either things changed since and they used to be end-to-end encrypted, or more likely, what the friend was complaining about is his iCloud infrastructure team didn’t have access to the keys stored by another team, and reverse. So basically, Apple could technically decrypt those files, but they don’t by policy, enforced by org-chart-driven security.

Now excuse me while I go change a setting in my iCloud account… 😳

I once had a conversation under NDA (which has expired since) with an engineer at Apple who was working on iCloud infrastructure, and he was telling me that his team was a bit shocked to read that Dropbox was releasing apps for photos at the time “because they’ve noticed that most of the files users are uploading to Dropbox are photos”. He was like: how do they know that exactly? His team had no idea and couldn’t possibly find out if the encrypted files they were storing were photos, sounds, videos, texts, whatever. That’s what encryption is for, only the client side (the devices) is supposed to know what’s up.

Not having that information meant a direct loss of business insights and value for Apple, since Dropbox had it and leveraged it. But it turns out Apple doesn’t joke around about security/privacy.

Summary: “oh no, startups are risky”.

Yup it’s been real. https://www.piquenewsmagazine.com/must-reads/bc-government-hit-tweet-limit-amid-wildfire-evacuations-7268169

The rate limits are because serving such a service at scale without the user noticing requires continuous innovation to get through scale bottlenecks; but with the engineering team greatly reduced, a lot of that work isn’t happening anymore. Typically, you’d get through those bottlenecks by coming up with some heuristics that make it seem like the service is doing a ton, when really it only needs to do little (like by sharding data, or by pre-caching a bunch of stuff). Without anybody to work on those heuristics to fake things, you gotta restrict with real restrictions.

Source: that’s what I do for a living. I’ve been working on some of the highest-scale services out there for over a decade.