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I remember a time when I thought we were past the Windows 98/XP popup malware era. Now every single website and application loves to shove popups in my face whenever I'm trying to accomplish a quick task. I don't think I have ever read anything other than the buttons to figure out which ones not to press.

Engagement metrics will be the death of us.

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It occurs to me that maybe user behavior metrics are to blame, because our default response to these stupid intrusions (click any button to make it go away) appears as "engagement" to the devs/markting people: "oh look, people are clicking our popup buttons!" so then they are encouraged to add more of them. "Look how much engagement we're driving!"

The problem is that they actually work. I've been involved in having to implement these nightmares and it turns out that normal people do actually interact with them and it does result in increased revenue.

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