Even worthwhile public good work, narrated in the slow and formal documentary voice, is easily ignored. The app may be free, but the price is our attention, and we are paying for it with our lives, ten seconds at a time. You ordered your food, complained about the portion size, stole a few fries from someone else’s plate and went home. The chef must prepare the food, plate it, photograph it, edit the footage and explain the recipe in under twenty seconds. Imagine Ruskin Bond releasing another beautiful book, only for the internet to swipe past it in two seconds because he was not performing a trending dance while explaining the plot.