Whenever I Adobe wants me to update Acrobat, it also wants me to quit
Safari – and Firefox? I don’t run Firefox a lot – because it
presumably wants to update the browser PDF viewer plug in. The. Plug.
In. That. I. Do. Not. Use. They know this: I have told them, “No thank
you, I like Apple’s PDF viewer just fine.” Yet they insist on forcing
me to close the fifty tabs I have open in my web browser. Why God,
why?!
plug in useful[1], but every time they make me restart my browser, I
think about how stupid this is. Is Adobe in a market share war with
Apple over PDF viewers? It sounds ridiculous on the surface, but if
you look through Acrobat Pro, you see all the ways that they are
trying to help you. (I am reminded of Ronald Reagan’s line: “The most
terrifying words in the English language are: I’m from the government
and I’m here to help.”) So anyway, here are some things not to do: 1) Don’t force people to
re-start their computers. Or 1a) their web browsers – because web
browsers are the new Emacs.[2] 2) If people don’t want the feature
that forces them to re-start, don’t force them to re-start. (Is it
starting to sound a bit like Fight Club in here?) 3) Don’t cynically
treat your users as an audience to display advertising to, especially
if they’ve paid for your product. And even if they don’t, you’ll be
better off if you take some time to consider the difference between
your crude, myopic, cynical, short-term interests and your
enlightened, long term interests. There’s an interesting article from The Big Money (a Slate offshoot)
entitled “The Magazine Isn’t Dying”. An excerpt:
Largely, these magazines never caught on with readers.If you build objects of aspiration, passion, and desire, you’ll find a
And it’s not surprising. Magazines are emotional products. They
are objects of aspiration, passion, and desire. No one needs to
read magazines, but millions of readers still subscribe to their
favorite titles because they harbor deep connections to the glossy
pages. As one veteran editor once explained to me, the best magazines
make you feel like tearing open the plastic wrap the second that they
arrive in your mailbox and curling up on the couch with them, ignoring
whatever plans you had for the evening. [Emphasis added.]
way to make some money. (If you want Facebook or Twitter to
continue existing, you better hope this statement is true.) Notes 1: But why? The ratio of just thumbing through a PDF to doing
something interesting with a PDF is extremely high for me. Other
people’s mileage will vary of course. But how hard is it to open the
PDF in Preview or Acrobat Pro on the rare occasions when you want to
manipulate a PDF? I have a theory here: Windows does not have OS X’s
awesome native Postscript graphics engine, nor does it have a built in
PDF reader, and Acrobat Pro is largely superfluous for 90% of Mac
graphic designers – which means probably 99% of general Mac
population. So all of this pain is caused by Adobe’s plodding
bi-platform software development strategy. UIs that are neither quite
Mac nor Windows like get pushed out, and applications – oh, and PDF
viewer browser plug-ins – that make little sense get built out of a
misguided sense of maintaining platform parity. It is true that I use
Acrobat Pro for creating composite PDFs and dealing with the
occasional government form; I don’t wish death upon Acrobat Pro, just
obscurity. 2: There’s a idea: an article on the similarities between Emacs’s
architecture and modern web browsers. They seem to be converging. The
CSS/JS/HTML stack is powerful enough to allow browser features to be
built using the same technologies that were created to support the
creation of web content. (See Apple’s Safari debugging tools or any
Firefox plug-in.) This is very similar to use of Elisp to build all
but the inner C core of Emacs.




