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“Cheap gimmicks and unnecessary tricks”

Pushing the boundaries of what a book is — whether it’s by blurring the lines between different kinds of media or questioning the linear nature of traditional narrative — is not something that people are looking to book publishers to provide. Too much of what we call innovation is basically turning our content into a showroom for device manufacturers — and we do it to the detriment of more important and more useful innovation at the back end of the publishing business.

Joel Naoum of Pan Macmillan’s digital-only imprint Momentum, arguing that publishers are bolting technology onto the wrong parts of their business. Kind of like if the Borg from Star Trek diverted attention from their cube-ship program in favour of giving themselves shiny new genital attachments, but then realised their decreased mobility meant they had no way of getting those genital attachments into the right sockets.

Kind of like that.