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A review by _walter_
Blood in the Machine: The Origins of the Rebellion Against Big Tech by Brian Merchant
2.0
Brian Merchant’s somewhat polemic but excellently researched Blood in the Machine revisits the Luddites, seeking to correct their oft misunderstood role in history. As he explains, the Luddites were not revolting against the machines, but rather the change in the patterns of work and dynamics that the machines brought about. Drawing parallels to gig workers for apps like Uber and DoorDash, Merchant contends these new platforms disrupt established job norms and undermine worker protections.
Unfortunately, as other reviewers have pointed out, the book spends maybe 80% of its time going over the history of the 19th century British textile industry, and not enough time discussing the "Rebellion Against Big Tech" promise on the cover. Obviously, this is more of a reflection of my expectations rather than the author's execution, but you should be aware of it. When he finally gets to it, it turns into a rather shallow examination of the dynamics at play. At one point, he seems to complain that Etsy has the audacity to charge a fee for each sale on its platform, as if setting up a two-sided marketplace with all of the supporting tech, marketing, and bootstrapping should be provided as a right.
So, yes, this is the main problem I have with the book. Don't burn me at the stake for it, but there’s another side to this story, and one that Merchant very conveniently sidesteps. Don't gig apps exist and are wildly popular because they solve genuine problems, but more importantly, because there was a latent demand for better solutions? Don't people benefit from the convenience of door-to-door rides, rapid deliveries, better service, and in the case of the workers themselves, the flexibility of the gig model? When was the last time you called for an actual taxi to come pick you up? Moreover, as far as I know, gig work is a straightforward contract between two willing parties—driver and platform—so it’s tough to label it outright exploitation as Merchant more or less suggests.
He also recounts the plight of taxi drivers who spent fortunes on medallions, only to see their value evaporate when rideshare apps hit the scene. True, that’s heartbreaking for those who invested heavily, but wasn’t the actual problem due to artificial scarcity created by local taxi commissions, and their lobbying? Those limits inflated medallion prices in the first place. When Uber bypassed the old rules, it exposed the worthlessness of these regulatory frameworks and of a business model that would make any mafia don hard.
In the end, Merchant’s book offers a strong reminder that rapid technological change can indeed leave workers in precarious positions. However, it also begs the question of whether our real issue is the technology itself or outdated regulations that fail to adapt. Blood in the Machine provides a solid spark for discussing how we might balance genuine innovation with fair treatment of the workforce—and that conversation is well worth having.
Unfortunately, as other reviewers have pointed out, the book spends maybe 80% of its time going over the history of the 19th century British textile industry, and not enough time discussing the "Rebellion Against Big Tech" promise on the cover. Obviously, this is more of a reflection of my expectations rather than the author's execution, but you should be aware of it. When he finally gets to it, it turns into a rather shallow examination of the dynamics at play. At one point, he seems to complain that Etsy has the audacity to charge a fee for each sale on its platform, as if setting up a two-sided marketplace with all of the supporting tech, marketing, and bootstrapping should be provided as a right.
So, yes, this is the main problem I have with the book. Don't burn me at the stake for it, but there’s another side to this story, and one that Merchant very conveniently sidesteps. Don't gig apps exist and are wildly popular because they solve genuine problems, but more importantly, because there was a latent demand for better solutions? Don't people benefit from the convenience of door-to-door rides, rapid deliveries, better service, and in the case of the workers themselves, the flexibility of the gig model? When was the last time you called for an actual taxi to come pick you up? Moreover, as far as I know, gig work is a straightforward contract between two willing parties—driver and platform—so it’s tough to label it outright exploitation as Merchant more or less suggests.
He also recounts the plight of taxi drivers who spent fortunes on medallions, only to see their value evaporate when rideshare apps hit the scene. True, that’s heartbreaking for those who invested heavily, but wasn’t the actual problem due to artificial scarcity created by local taxi commissions, and their lobbying? Those limits inflated medallion prices in the first place. When Uber bypassed the old rules, it exposed the worthlessness of these regulatory frameworks and of a business model that would make any mafia don hard.
In the end, Merchant’s book offers a strong reminder that rapid technological change can indeed leave workers in precarious positions. However, it also begs the question of whether our real issue is the technology itself or outdated regulations that fail to adapt. Blood in the Machine provides a solid spark for discussing how we might balance genuine innovation with fair treatment of the workforce—and that conversation is well worth having.