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The version I drove features an optional range extender which adds around 90km of fuel-powered driving via a backup 650cc motor, but the base trim features only the electric motor, with an eight-module battery located along the length of the floor that delivers a maximum of 160km in normal mode, or up to 200km in Eco Pro or Eco Pro+ energy conservation modes.<p>While BMW had the technical ability to make a car with a 400km range, like those offered by some of its competitors, the company tells me that it wanted to emphasize the driving experience first, rather than squeeze every last little bit of range out of the battery. The result is an engine that doesn’t feel like what you’d expect from an electric car: the i3 can jump from 0 to 60km/h in under four seconds, and leaps to 100km/h in just over 7. Plus, it doesn’t shift like traditional engines, and gives you the full torque of the engine right from the get-go.<p>The work focused on delivering a premium driving experience really shows – the i3 has a whole lot of pep, with acceleration that will get your blood pumping and actually let you feel the Gs a bit on launch. On the highway, acceleration feels fast and powerful, but passengers claimed to not have even noticed we were going so fast before looking at the speedometer. Handling is tight and tuned as well, and the only time you’ll really remember that you’re in an electric car at all is when you let off the ‘gas’ and you feel the car slow quickly as if you’re braking, because it is.<p>BMW has included regenerative braking in the i3, so that it immediately begins to recoup charge the moment you take your foot off the accelerator. It takes a little getting used to, but the regenerative braking eventually feels almost better than the usual coasting system, since you don’t have to hammer on the brakes all the time to decelerate the vehicle. 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(To be clear though, Khosla Ventures is the lead.)<p>Who’s involved?<p>Paypal co-founder Max Levchin, Former YouTube and Facebook CFO Gideon Yu, Eventbrite co-founder Kevin Hartz, Y Combinator’s Sam Altman, Quora CEO Adam D’Angelo, Yammer co-founder David Sacks, Angelist’s Naval Ravikant, Yelp CEO Jeremy Stoppelman, Box CEO Aaron Levie, Initialized Capital’s Harjeet Taggar, Garry Tan and Alexis Ohanian, Former Twitter vice president Elad Gil, Blippy co-founder David King, Flixster co-founder Joe Greenstein, Angel investor Mike Greenfield, Quora co-founder Charlie Cheever, Path’s Dave Morin, Facebook vice president Dan Rose, Trevor Traina, Resolute Ventures’ Mike Hirshland, Caffeinated Capital’s Ray Tonsing, Felicis’ Aydin Senkut, True Ventures’ Om Malik, Thrive Capital’s Josh Kushner, Crunchfund’s Michael Arrington (who disclaimer: founded TechCrunch) and SV Angel.<p>Before you start worrying about real estate speculators, OpenDoor is launching in three markets outside of California and is only for owner-occupied homes. Co-founder Eric Wu did not specify which markets, but he said the company is more concerned with markets where there isn’t a lot of liquidity or demand.<p>“The Bay Area is a unique market. It’s pretty rare. If you’re an owner here, there’s a fair bit of certainty that if you list your home on a service like MLS with a real estate agent, you’ll see offers within seven days,” he said.<p>In contrast, Wu said the rest of the $20 trillion U.S. residential real estate market is one of the least liquid kinds of markets even though it represents such a vital kind of asset to Americans across the country. He argues this lack of liquidity ties people to debt and jobs or locations that may not benefit them anymore. Real estate transactions often take more than 90 days and homeowners often don’t have enough capital for a down payment or a mortgage, which makes home buying stressful.<p>Wu didn’t go into how the product will work, because it has yet to launch.<p>But he said, “Were trying to take the 90-day process, convert into a few clicks online and make …","sourceURL":"http://techcrunch.com/2014/07/07/opendoor/","allowFullscreenImage":true,"hideOnCover":true,"readButtonCaption":"Read Article","sourceMagazineURL":"http://cdn.flipboard.com/flipmag?url=http%3A%2F%2Fcdn.flipboard.com%2Ftechcrunch.com%2F18c38a174a3f71fd6a00986e3d59bafc2642b4e6%2Fb9231cd731da60c2e5af3967bcfc8fd537cf032b%2Farticle.html&campaignTarget=flipboard%2Fcurator%252Fmagazine%252FOQTb43-8Tf2KCNy7kkMwVA%253Am%253A3199687&partner=techcrunch&tml§ion=flipboard%2Fcurator%252Fmagazine%252FOQTb43-8Tf2KCNy7kkMwVA%253Am%253A3199687&fallbackTml","article":{"sectionID":"flipboard/curator%2Fmagazine%2FOQTb43-8Tf2KCNy7kkMwVA%3Am%3A3199687","partnerID":"techcrunch","url":"http://cdn.flipboard.com/techcrunch.com/18c38a174a3f71fd6a00986e3d59bafc2642b4e6/b9231cd731da60c2e5af3967bcfc8fd537cf032b/article.html","urlJson":"http://cdn.flipboard.com/techcrunch.com/18c38a174a3f71fd6a00986e3d59bafc2642b4e6/b9231cd731da60c2e5af3967bcfc8fd537cf032b/article.json"},"language":"en,h=0","disableFullBleed":true,"articleMarkupJSON":"http://cdn.flipboard.com/techcrunch.com/18c38a174a3f71fd6a00986e3d59bafc2642b4e6/b9231cd731da60c2e5af3967bcfc8fd537cf032b/article.json","articleStats":{"words":472,"paragraphs":13,"characters":2822},"authorDisplayName":"Kim-Mai Cutler","userid":"fl:techcrunch.com","authorImage":{"smallURL":"http://cdn.flipboard.com/dev_O/featured/30762928/techcrunch-200.png"},"referredByItems":[{"type":"status","authorDisplayName":"TechCrunch","authorUsername":"TechCrunch","userid":"3199687","authorDescription":"Breaking technology news and analysis. 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And rather than risk sounding like I’m writing some kind of self-parody, I’ll be blunt about it: they’re basically Pied Piper from HBO’s Silicon Valley, only with a few decades more experience and technology that’s way farther along.<p>For those unfamiliar with the show, the protagonists have started a company that makes compression software that makes files incredibly small, allowing for faster downloads and taking up less storage than they would otherwise.<p>What General Harmonic’s technology does is similar in outcome but entirely different in implementation. Instead of compressing files down to ever smaller sizes, the company looks at media as “systems of information,” or very detailed descriptions of the parts they’re composed of.<p>For instance, that means that a song is seen in terms of its vocals and the instruments played. The description of each of those elements takes up less space than the actual digital audio file would — so much less, General Harmonics claims it can deliver CD-quality music in one-twentieth the original file size.<p>In a demo app tested on AT&T’s 3G service last week (we were indoors and suffering from a bad connection), the company showed off some of what their encoding system allows for.<p>You can have a Shazam-like feature where you hold your phone up to playing music and the app can immediately determine where you are in the song, download it, and sync up audio, and show lyrics for that exact part of the song — all in the time that Shazam would have taken to figure out what a song was. Or, if you overheard a song you like on Pandora, you could put your phone up to the speaker and have it instantly start playing the music video synced with the music already playing.<p>Songs can also carry other data, like which artists are playing which instruments in specific portions of songs. General Harmonics eventually wants to expose all of that data about media encoded in its format through an application programming interface, allowing for things like games that can access the music you’re playing to influence what’s happening as you play. One could also envision a future version of SoundCloud that lets users instantly create new, high-quality mixes of songs from within the web app by tweaking and blending different parts of songs on the fly.<p>With music streaming eating downloads, it’s becoming increasingly important for users to be able to recei …","sourceURL":"http://techcrunch.com/2014/07/07/general-harmonics-is-basically-pied-piper-from-silicon-valley/","readButtonCaption":"Read Article","sourceMagazineURL":"http://cdn.flipboard.com/flipmag?url=http%3A%2F%2Fcdn.flipboard.com%2Ftechcrunch.com%2Finlineaml_3Dtrue%2F62ceb71d91d1ba5f8959a8a865a761fb29e4b399%2F56cd17de49d5668b900e852d3f57cb25c68f9cab%2Farticle.html&campaignTarget=flipboard%2Fcurator%252Fmagazine%252FOQTb43-8Tf2KCNy7kkMwVA%253Am%253A3199687&partner=techcrunch&tml§ion=flipboard%2Fcurator%252Fmagazine%252FOQTb43-8Tf2KCNy7kkMwVA%253Am%253A3199687&fallbackTml","article":{"sectionID":"flipboard/curator%2Fmagazine%2FOQTb43-8Tf2KCNy7kkMwVA%3Am%3A3199687","partnerID":"techcrunch","url":"http://cdn.flipboard.com/techcrunch.com/inlineaml_3Dtrue/62ceb71d91d1ba5f8959a8a865a761fb29e4b399/56cd17de49d5668b900e852d3f57cb25c68f9cab/article.html","urlJson":"http://cdn.flipboard.com/techcrunch.com/inlineaml_3Dtrue/62ceb71d91d1ba5f8959a8a865a761fb29e4b399/56cd17de49d5668b900e852d3f57cb25c68f9cab/article.json"},"language":"en,h=0","disableFullBleed":true,"articleMarkupJSON":"http://cdn.flipboard.com/techcrunch.com/inlineaml_3Dtrue/62ceb71d91d1ba5f8959a8a865a761fb29e4b399/56cd17de49d5668b900e852d3f57cb25c68f9cab/article.json","articleStats":{"words":699,"paragraphs":13,"characters":4187},"authorDisplayName":"Kyle Russell","userid":"fl:techcrunch.com","authorImage":{"smallURL":"http://cdn.flipboard.com/dev_O/featured/30762928/techcrunch-200.png"},"referredByItems":[{"type":"status","authorDisplayName":"TechCrunch","authorUsername":"TechCrunch","userid":"3199687","authorDescription":"Breaking technology news and analysis. 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You could laugh at pop starlet Taylor Swift for her fluffy teddy bear of a column in the Wall Street Journal today, or chide the WSJ for printing it, but there are some poignant nuggets of knowledge in there.<p>Swift (and her ghost writers) prefaces the whole discussion with some controversial logic that “Music is art, and art is important and rare. Important, rare things are valuable. Valuable things should be paid for.” That contradicts a popular theory that “Music sells everything but music” which says that music is a loss leader for artists to sell concert tickets and merchandise, and for platforms to sell devices and bundles of subscriptions.<p>But once she zooms in, Swift’s perspective from years in the spotlight produces some strong tactical insights. I’ll spare you a gallery of random Swift photos with quotes attached and instead just drill through her smartest points.<p>1. Piracy means artists need to keep surprising fans<p>Mizz Swift says “I walked out onstage every night of my stadium tour last year knowing almost every fan had already seen the show online”. Preventing that footage from being shot in arenas full of teen girls would be impossible, so if she plays the same set every night, fans will walk away bored. That’s why she brings out unique guest stars and more every night so the experience is always fresh.<p>2. Decreasing sales and ubiquitous access require musicians to strike an emotional level to make money<p>Flash in the pan singles don’t earn money the way they did back when they were bundled with albums or at least sold as downloads. Meanwhile, free access via platforms like YouTube mean fans can burn through their love of a shallow song quickly. Swift explains people “are buying only the ones that hit them like an arrow through the heart.” She likens music to three types of relationships: quick flings with songs you dance to and then forget, stronger relationships with albums you remember but that pass, and connecting with an artist on such a deep emotional level that they become “The One” and you listen to them for life. The real success comes with being The One.<p>3. Fame and power and now defined by your social media audience<p>Musicians and other celebrities have sidestepped the record labels, managers, retail stores, and press and now connect to fans directly through Instagram, Twitter, Facebook, and the like. 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The Satellite wants to change that perception of Earth into something more “photo-realistic.”<p>The Satellite is a project created by two New York University instructors who are attempting to create a live-view, photorealistic portrait of Earth with real-time imagery and remote sensing data from hundreds of satellites.<p>By gathering live data from satellites, the team hopes to create a live representation of Earth that is close to what it would actually look like from the International Space Station. They want to create and design the right architecture for this project, which will include six high-resolution projectors and a spherical screen for the best viewing performance.<p>NASA is offering support to the project in the form of advice from astronaut and engineer Charles Camarda. The team also has several advisers from NYU, where the project started about six months ago.<p>One challenge they have is working with weather data, as it is constantly changing. Land masses don’t have to be rendered as quickly.<p>The team describes The Satellite as a public project and hopes it can receive more sponsors and even interested parties to help with its development and installation.<p>The Satellite was the Hack of the Month at last night’s New York Tech Meetup at the NYU Skirball Center for the Performing Arts. Presenters from various companies demoed their tech to a sold-out audience.<p>One presentation that gathered interest was the launch of Amicus Post. Amicus is a company that empowers nonprofits to use social network data and voter registration data to gain more supporters. With the launch of Amicus Post, people or nonprofits such as the Human Rights Campaign Foundation can directly mail a postcard to friends on Facebook with a few clicks.<p>Co-founder and CEO Seth Bannon of Amicus believes these peer-to-peer postcards will help win more donors and more votes.<p>Also announced at the meetup by 72Lux was the launch of Shoppable, a universal wish list and checkout service but their presentation didn’t seem to generate a lot of interest. But augmented reality startup Blippar generated strong interest in their presentation. Its use of more than 800 brands and 400 publishers certainly seems to be paving the way for AR advertising.<p><i>Article corrected to note that the p</i> …","sourceURL":"http://techcrunch.com/2014/07/02/the-satellite-is-a-science-project-to-bring-you-a-live-portrait-of-earth/","allowFullscreenImage":true,"hideOnCover":true,"readButtonCaption":"Read Article","sourceMagazineURL":"http://cdn.flipboard.com/flipmag?url=http%3A%2F%2Fcdn.flipboard.com%2Ftechcrunch.com%2Finlineaml_3Dtrue%2F712eeb86bd62fb4ce419da8af55731626b995f2e%2Fc021a31a93b00e22e2bb33e16e4adbaf3787b6e5%2Farticle.html&campaignTarget=flipboard%2Fcurator%252Fmagazine%252FOQTb43-8Tf2KCNy7kkMwVA%253Am%253A3199687&partner=techcrunch&tml§ion=flipboard%2Fcurator%252Fmagazine%252FOQTb43-8Tf2KCNy7kkMwVA%253Am%253A3199687&fallbackTml","article":{"sectionID":"flipboard/curator%2Fmagazine%2FOQTb43-8Tf2KCNy7kkMwVA%3Am%3A3199687","partnerID":"techcrunch","url":"http://cdn.flipboard.com/techcrunch.com/inlineaml_3Dtrue/712eeb86bd62fb4ce419da8af55731626b995f2e/c021a31a93b00e22e2bb33e16e4adbaf3787b6e5/article.html","urlJson":"http://cdn.flipboard.com/techcrunch.com/inlineaml_3Dtrue/712eeb86bd62fb4ce419da8af55731626b995f2e/c021a31a93b00e22e2bb33e16e4adbaf3787b6e5/article.json"},"language":"en,h=0","disableFullBleed":true,"inlineItems":[{"type":"image","title":"","sourceURL":null,"hideOnCover":true,"image":{"largeURL":"http://cdn.flipboard.com/wordpress.com/4cb38c1baf644169867b7d74e8934aa809cf9b58/original.jpg","mediumURL":"http://cdn.flipboard.com/wordpress.com/4cb38c1baf644169867b7d74e8934aa809cf9b58/medium.jpg","smallURL":"http://cdn.flipboard.com/wordpress.com/4cb38c1baf644169867b7d74e8934aa809cf9b58/thumbnail.jpg","original_width":1210,"original_height":679,"original_hints":"color,corner-bl-151-507-255-248-197,corner-br-113-450-255-248-197,corner-tl-378-113-255-248-197,corner-tr-378-113-255-248-197,crop-76-19-1059-624,domcolor-fff8c5-1e2b3b-595b56-cfccaf-999988,focus-605-336,graphic,light,rgb-244-239-191,still"},"service":"flipboard","remoteServiceItemID":"OaIAPGhKREe2RWsslDlLGw:a:3199687","dateCreated":1404322334,"ingestionTime":1409174227,"canLike":false,"canReply":false,"id":"flipboard-OaIAPGhKREe2RWsslDlLGw:a:3199687-1404322334:img=1","canShare":false,"canFetchCommentary":false}],"articleMarkupJSON":"http://cdn.flipboard.com/techcrunch.com/inlineaml_3Dtrue/712eeb86bd62fb4ce419da8af55731626b995f2e/c021a31a93b00e22e2bb33e16e4adbaf3787b6e5/article.json","articleStats":{"words":418,"paragraphs":12,"characters":2548},"authorDisplayName":"Julian Chokkattu","userid":"fl:techcrunch.com","authorImage":{"smallURL":"http://cdn.flipboard.com/dev_O/featured/30762928/techcrunch-200.png"},"referredByItems":[{"type":"status","authorDisplayName":"TechCrunch","authorUsername":"TechCrunch","userid":"3199687","authorDescription":"Breaking technology news and analysis. 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That idea is now a reality that has come a long way in the last few years. Emotiv is on the cutting edge of that technology with headgear that allows you to do things, such as make a toy car whiz by or help a quadriplegic mix music like a DJ using just their brain power.<p>It works by scanning your brain for signals using the Emotiv EEG device on your head. That device then relays your signals through a brain-computer interface to detect emotions, interest and a slew of other things. It takes some work but, as the video above shows, it also helps you use your Jedi training skills to move objects with just the power of thought.<p>There are numerous applications for this tech. Those with disabilities could become the best DJ you’ve ever heard or play video games or command robotic arms using just their minds. It could help those with epilepsy, ADHD, sleep disorders or the occasional panic attack to quiet the mind and focus. A project commissioned by the Royal Automotive Club of Australia is even using Emotiv to ensure safer driving. During the research phase, a signal sent from the brain of a distracted driver caused their car to slow down or stop on the road.<p>But it also steps into the world of market research. Emotiv can tell whether you really like something or not just by detecting the reaction of your brain signals to a certain product you see in a store. This would allow researchers to know whether something will be popular without even having to ask you questions. They’ll just see it on your brain.<p>A greater threat with this tech could be brain spyware, particularly in video gaming. This ability to capture neuro-cognitive feedback not only helps with more responsive gaming but could also make available a user’s private information or thought processes without them being aware someone had hacked in and was getting that information from them. A captured EEG signal can reveal your bank card number, determine whether you have a mental illness or are prone to addiction, according to this 2013 research paper.<p>Emotiv offers both the EPOC and EEG versions of its system. The EPOC headset (listed for $299) allows developers to create their own applications using the licensed SDK software. The EEG headset (listed for $750) adds to what the EPOC offers but also enables users to conduct research from collected raw EEG data.<p>The technology has a long way to go still, but what we hav …","sourceURL":"http://techcrunch.com/2014/06/30/hack-your-brain-with-a-machine-that-reads-minds/?ncid=fb","allowFullscreenImage":true,"hideOnCover":true,"readButtonCaption":"Read Article","sourceMagazineURL":"http://cdn.flipboard.com/flipmag?url=http%3A%2F%2Fcdn.flipboard.com%2Ftechcrunch.com%2Finlineaml_3Dtrue%2Ffff706ad752dc4fad3513d68e103d0d3afc7e480%2Fee4c66db4c443d24136bcec675d77e09ae5f18e1%2Farticle.html&campaignTarget=flipboard%2Fcurator%252Fmagazine%252FOQTb43-8Tf2KCNy7kkMwVA%253Am%253A3199687&partner=techcrunch&tml§ion=flipboard%2Fcurator%252Fmagazine%252FOQTb43-8Tf2KCNy7kkMwVA%253Am%253A3199687&fallbackTml","article":{"sectionID":"flipboard/curator%2Fmagazine%2FOQTb43-8Tf2KCNy7kkMwVA%3Am%3A3199687","partnerID":"techcrunch","url":"http://cdn.flipboard.com/techcrunch.com/inlineaml_3Dtrue/fff706ad752dc4fad3513d68e103d0d3afc7e480/ee4c66db4c443d24136bcec675d77e09ae5f18e1/article.html","urlJson":"http://cdn.flipboard.com/techcrunch.com/inlineaml_3Dtrue/fff706ad752dc4fad3513d68e103d0d3afc7e480/ee4c66db4c443d24136bcec675d77e09ae5f18e1/article.json"},"language":"en,h=0","disableFullBleed":true,"articleMarkupJSON":"http://cdn.flipboard.com/techcrunch.com/inlineaml_3Dtrue/fff706ad752dc4fad3513d68e103d0d3afc7e480/ee4c66db4c443d24136bcec675d77e09ae5f18e1/article.json","articleStats":{"words":472,"paragraphs":8,"characters":2686},"authorDisplayName":"Sarah Buhr","userid":"fl:techcrunch.com","authorImage":{"smallURL":"http://cdn.flipboard.com/dev_O/featured/30762928/techcrunch-200.png"},"referredByItems":[{"type":"status","authorDisplayName":"TechCrunch","authorUsername":"TechCrunch","userid":"3199687","authorDescription":"Breaking technology news and analysis. 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That’s okay. I feel you. Plugins are the worst. What is this, 1999? Want me to install Shockwave, too? Hell, give me a couple sketchy browser toolbars while we’re at it. BONZAI BUDDIES FOR EVERYONE!!!<p>What was I talking about?<p>Oh, right. Hangouts.<p>Good news!<p>Starting sometime in the next few weeks, Google Hangouts will <i>just work</i> in Chrome. Other Hangout-compatible browsers (IE/Firefox/etc.) will still need the plugin — but Chrome will now have Hangouts support baked right in.<p>Between the transition to HTML5, new cross-browser protocols like webRTC, and even platforms like Unity trying to go plugin free, it’s going to be <i>really, really</i> hard to convince users to install plugins moving forward — so if your big idea requires one, you’ll want to find another way.<p>If you’re on Chrome Canary or another developer build of Chrome, the update is available now. 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It’ll still be shipped out to all conference attendees when it becomes publicly available later this summer, but for now we managed to snag some hands on time and a video walkthrough with Motorola themselves.<p>The smartwatch features the first shipping use of Android Wear’s round watchface design, complete with custom faces created by Motorola. The faces, and other interface elements, take up the entirety of the round screen, meaning that according to Motorola, there’s no wasted space despite the fact that it’s not a square display.<p>Other than that, it works like the other two Android Wear smartwatches from Samsung and LG, with notifications pushed from your smartphone and contextually relevant information surfaced by Google Now, plus a built-in mic for voice control.<p>Design-wise, the Moto 360 might first surprise because of its size – it seems bigger than either of the other two smartwatches because of its circular design, but it also actually looks more at home on thinner wrists than the others, too. The stainless steel case sets this watch apart in terms of the high degree of quality it conveys, and as a watch enthusiast it’s definitely my favorite looking Android Wear device. It also ships with a leather band as part of the stock kit for an additional premium feel.<p>Motorola says it always planned to ship the watch on its own timeframe of late August, and they weren’t about to rush the project just to make the deadline for the conference, so everything is still proceeding according to their original plans. Aside from it running a bit warm, it definitely felt pretty much ready to ship, so hopefully we won’t have to wait too long.","sourceURL":"http://techcrunch.com/2014/06/26/hands-on-with-the-moto-360-the-first-round-faced-android-wear-smartwatch/","allowFullscreenImage":true,"hideOnCover":true,"readButtonCaption":"Read 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A newly released app called Moment will show us just how true that statement may be. Designed to promote a healthier balance between our real lives and those lived through the small screens of our digital devices, Moment tracks how much you use your phone each day, helps you create daily limits on that usage, and offers “occasional nudges” when you’re approaching those limits.<p>The app’s creator, Kevin Holesh, says he built Moment for himself after realizing how much his digital addictions were affecting his real-world relationships.<p>After moving in with his fiancée and settling into their new lives together, they both started whipping out their iPhones at the end of the day to unwind, Holesh explains via a blog post. And while that’s okay to a point, for him, it was becoming a serious problem.<p>“We stopped doing fun and productive things and chose the path of least resistance,” he writes.<p>Sometimes, too much of a good thing is just too much, it seems.<p>As an iOS developer himself, Holesh decided to build a solution – yes, in the form of an iPhone app. But this app isn’t meant to be actively used. Instead, it’s “designed to be invisible,” says Holesh. That is, after you set up Moment the first time, you never need to open it up again. The app will just run in the background, alerting you as to when you’re going over your daily limits.<p>Holesh tells us that most people don’t realize how much they’re on their phone.<p>“As a tiny experiment, I asked people to guess what their daily usage was and they were almost always 50% too low,” he says. “The daily limits have helped people set a goal for how much they’re on their phone. My main goal with Moment was make me aware of how many minutes I’m burning on my phone each day, and it’s helped my testers do that, too.”<p>The overall goal with Moment is not about getting you to “put down your phone forever and go live in the woods,” Holesh notes on the app’s website. It’s about creating a balance in our lives.<p>There’s also a bonus function in the app related to whether or not we’re putting our phone down in favor of going out on the town, so to speak – Moment can also optionally track where you’ve been throughout the day.<p><b>Our Digital Addictions</b><p>Like Holesh, many of us are concerned about the impacts of the digital environment on our real-world existence. 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Valuable things should be paid for.” That contradicts a popular theory that “Music sells everything but music” which says that music is a loss leader for artists to sell concert tickets and merchandise, and for platforms to sell devices and bundles of subscriptions.<p>But once she zooms in, Swift’s perspective from years in the spotlight produces some strong tactical insights. I’ll spare you a gallery of random Swift photos with quotes attached and instead just drill through her smartest points.<p>1. Piracy means artists need to keep surprising fans<p>Mizz Swift says “I walked out onstage every night of my stadium tour last year knowing almost every fan had already seen the show online”. Preventing that footage from being shot in arenas full of teen girls would be impossible, so if she plays the same set every night, fans will walk away bored. That’s why she brings out unique guest stars and more every night so the experience is always fresh.<p>2. Decreasing sales and ubiquitous access require musicians to strike an emotional level to make money<p>Flash in the pan singles don’t earn money the way they did back when they were bundled with albums or at least sold as downloads. Meanwhile, free access via platforms like YouTube mean fans can burn through their love of a shallow song quickly. Swift explains people “are buying only the ones that hit them like an arrow through the heart.” She likens music to three types of relationships: quick flings with songs you dance to and then forget, stronger relationships with albums you remember but that pass, and connecting with an artist on such a deep emotional level that they become “The One” and you listen to them for life. The real success comes with being The One.<p>3. 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