15/07/2026
8 out of 10 posts in my feed this morning were written by nobody.
They remind me of fries in a Dutch seaside village - concrete on the shore, wind off the water, old frying oil in the air. Easy to find, in huge numbers. But even if you dare eating them, they leave a BAD aftertaste.
Who knows? Your message, your post, even if maybe a bit more messy, less smoothly looking - would it have been interesting?
So this one goes out to all the ones so desperately looking for efficiency that they are missing the main point: it is about QUALITY communication.
Do it well, or DON'T. Both are fine.
The middle is what stinks.
And yes, after being an early adopter and heavy user across all kinds of use cases, my eyes are extremely quick at detecting it. But so are the eyes of many others. And even, especially, if they cannot really put the finger on what is off or why it feels so "meh" - something within them will notice.
The tell isn't in a single word or even in that famous hyphen. It's in the absence of a person behind them.
This is also the reason why:
NO, we are not building an MCP connection into Ässets. It is intended and great at helping you build quality brands in the web.
All else - for that we provide a whole lot of efficiency that does not come at the cost of quality, or of RUINING the reputation of you or your brand. We will not support you in damaging your business.
And if you go for the 'effort' to really write something meaningful, share something that is important for you, took the time to choose the right words: Be sure, I will be the first to applaud and share it.
So… where are the quality posts here, done by a nicely imperfect but real human, today? Point me towards them — I will give them a closer look and happily like, comment, whatever.