200px-maddoxtacomaPercy Shelley’s “Ozymandias” is usually interpreted as a poem about the decay of empires, and the inbound annihilation of the present. But there are other interpretations.

An internet celebrity would probably read the poem and think Ozymandias had it easy. He lost his empire, but at least he left behind two trunkless legs of stone and an inscription. A Vine star can disappear entirely. There are no low and level sands: the internet in 2016 is more like an ocean of quicksand in 9-magnitude earthquake riding a subducting tectonic plate straight into the asthenosphere. Changing trends, changing media, nobody having any clear idea what works and what doesn’t…Fame achieved on the internet is only slightly longer-lasting than fame achieved by starring in an ISIS beheading video.

Time for my quarterly Maddox check-in. Yep, still alive.

I’ve written before about how I obsessively check everyone I’ve ever heard of to make sure they haven’t died. In Maddox’s case, I check to make sure he hasn’t committed suicide. He just seems like he’s on that road. He updates his website with bitter rants with zero jokes. He alienates friends and business partners. He actively repudiates much of his early writings – you get the vibe of an aging musician insulting the hits that brought him fame. His last book failed. His next one will probably do the same. Everything I see from him depresses me.

When I first found him in 2004, he was at the top of his game. He had a hilarious shtick (which I’d describe as “smart person pretending to be stupid person pretending to be a smart person”…read his stuff and you’ll get it), a series of wildly popular viral articles, and rabbit ears for internet culture of the time (SomethingAwful, bash.org, etc). His site was getting monstrous amounts of traffic, with zero promotion. He inspired countless imitators.

Around 2005, gaps between articles started going from weeks to months. From September 2007 to September 2010 he published a whopping six articles. And this was around the point where you could no longer afford to do that – the internet was changing, and it went from “charismatic writers with loyal followings” to “clickbait writers dangling shiny objects in front of your face, and hoping you weren’t distracted by an even shinier object”. By the time Maddox finally came “back” (sorta), he’d lost all the momentum he’d built up. His articles now get tens of thousands of hits. It used to be millions.

He’s still an interesting person. Not so much for the content he’s putting out (which is sporadic and shitty), but for the brief glimpses behind the curtain.

He seems to be trying to rebrand, to “pivot”, as political wonks are saying now. This video has been edited to include a grovelling “explanation” of why he used the word “gay”. His rejection of his first book is a calculated move to deflect blowback from a passage that appears to recommend sexual assault (if you’re an idiot with no understanding of satire or humor). I don’t know why he even bothers. The people who are offended by such things are intractable to apologies. They don’t want him to grovel, they just want him destroyed.

To be fair, he’s always been a conflicted guy. What I liked about his occasional forays into politics was that he’d be so unpredictable in his stances. On some topics he’d lean left, on others right, on still others he’d take a view shared by no political ideology I’m aware of.

But now he’s virtually repudiating his edgelord past. It’s a shame, but it’s not surprising. People get older, and people change. Tucker Max is now an entrepreneur. Thilo Savage took down his site after it apparently caused problems for his professional career. Robert Hamburger…god, I don’t even know. If I think too much about him I’ll read Real Ultimate Power one last time.

A shattered visage.

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