Values: are personal effects pertaining to, and signifying, writers / brands: their opinions, beliefs, judgements.

Value: that which pertains to and benefits the reader.


The Edit returns a ‘reader-centric’ effect. Value is prioritised, values are nulled.

— By association, writers / brands, as evidenced by their values, are also nulled.


Writers may argue their right to show up in their writing, and to evaluate their own words. Contrarily, while the word may be proprietary, its effect belongs to the reader.

The effect confers the ‘experience.’ As values convey the writer’s experience, and betray his or her presence, do these values not preclude / interfere with, the reader’s experience?

Is the adjective, for instance, not a choice denied to the reader? A door slammed in a face?

—Emphatically, the finger.


 We are purveyors of effect, not staters of fact. We only illuminate the thinking at Source; and, as ever, describe inclinations, not edicts.

While we do despise words, we retain a love of language. No part of that is then excluded from the Model’s output.