Google's identity isn't a movement towards a goal. Google as a concept has reached the peak of the mountain. Apple as a counterexample always has to keep moving to remain "cool". The goal is never-ending.
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The Nice Guy has nowhere to go. Nice people already feel they're at maximum Niceness. They can only go upwards by demonizing something else. Other people aren't smart enough. Other people aren't rational enough. The world sucks b/c of Other People.
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Unlike maintaining Coolness which forces you to check in with social reality once in a while, Niceness as an identity strengthens when removed from social context.
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Being Cool involves a dance with death while Niceness involves a subtle but aggressive drive for immortality. Cool is edgier and sometimes draws blood. Niceness is cherubic and soft.
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The very drive for immortality is what gives off a sterile, machine-like, virus-like sense of obsession with self-replication. The acceptance of death gives a feeling of knowing where the journey really leads and a desire to follow.
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Niceness is repellant because it pretends that everything is fine when everything is NOT fine. (We're all gonna die.) It feels like stupidity acting as intelligence. A thickness of skull that avoids the trauma of Knowledge of Death. Like a Robot Alien.
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End of conversation
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