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- I hate reviews, and you should too
Everything can be taken from a man but one thing: the last of the human freedoms—to choose one's attitude in any given set of circumstances, to choose one's own way.
— Viktor E. Frankl
As much as I hate to admit it, I can’t deny that the uberisation of our world has made a lot of things easier. With Uber, you can get almost anywhere without worrying about being scammed (especially as a tourist). With Airbnb, you can rent a cozy home instead of a soulless hotel—and maybe save some money by cooking your own meals instead of eating out. With food delivery apps, you can escape the dinner treadmill—at least for a bit—if you're willing to pay a premium.
I don’t like how all this is changing our habits, especially how it removes the human from the loop. I love those little micro-interactions with people. But I’ll be honest: I still use these services. I’m guilty too.
That said, there’s one part of the on-demand economy I truly can’t stand: ratings and reviews.
Restaurants. Hotels. Taxis. Contractors. Every service industry has been plagued by the same disease.
A lot of my friends and family base most of their decisions on reviews. And while I get why—they want to avoid bad experiences—I still hate it more than anything.
Here’s why:
The joy of stumbling upon something unknown. Maybe it’s just me, but nothing makes me happier than discovering a place on my own. It feels like mine, like I’ve found a hidden gem.
Everyone ends up doing the same things. When people rely on reviews, they all flock to the same "top-rated" places. You end up surrounded by too many people, all of whom have the exact same taste as you. Boring.
Top-rated often means optimized-for-the-masses. If a place is #1, it usually means they’ve figured out how to please the majority. That often leads to safe, predictable choices—like burger and fries—instead of bold, creative ideas that might flop… or might blow your mind.
You’re choosing safety over “hell yeah.” Kind of repeating point 3, but worth emphasizing: relying on reviews means you're making decisions based on the fear of being disappointed, not the curiosity to try something new or potentially life-changing.
Negative reviews are misleading. Be honest—which reviews stick with you more: the good ones or the bad ones? People love to vent. Bad reviews are often just emotional outbursts. And those good ones? Half the time they were guilt-tipped by the owner: ‘If you enjoyed your meal, it would mean the world to us if you could leave a five-star review—it really helps our small family business stay afloat’
Reviewers are strangers. You have no idea who these people are or what they like. You might be following the advice of someone whose taste is the complete opposite of yours. Weird, right? Better to get recommendations from people you actually know.
We’ve forgotten how to choose for ourselves. Algorithms and curated content already run our media diet. Now they’re running our real-world experiences too. Doesn’t it feel a little sad to let other people—and machines—dictate how to live your life? Maybe it’s time to take back control.
Told you—I really hate reviews.
— James
 | This newsletter takes a few hours to craft each week. → $3.99/month = ongoing good karma Either way, thank you for reading 🧡 |
Tools & Websites
LookAway is a clever little tool that gently nudges you to take breaks, give your eyes a rest, and stop turning into a digital shrimp. Less strain, better posture, and you might even finish the day not feeling like a melted human.
Spookrate is a website that sorts horror movies by gore level, jumpscare frequency, violence rating, and humor content—isn't that a brilliant idea? 🧟
Metalab is a famous agency specializing in product design and engineering that's worked with companies like Headspace, The Atlantic, and Atoms. I'm not usually a fan of agency-style websites, but I love the calmness and smoothness of this one ↓
MAKER OF THE WEEK
Ben Thouard is a French photographer who’s made the ocean his canvas—especially when it comes to waves. He grew up surfing, and after stumbling upon his parents' old camera, he quickly fell head over heels for photography. Fast forward a few years: he’s racked up awards, including Ocean Photographer of the Year in 2022, and was the only underwater-accredited photographer during the Tahiti surf events at the 2024 Olympics.
I first discovered his work last summer at an exhibition in the south of France, through his Turbulences series. I was instantly hooked.
James’ Library
Article | This essay complements my thoughts on reviews, exploring how crowd consensus and algorithms limit our choices. Adam Singer examines this passive decision-making's impact across culture, from music to food, and advocates for returning to genuine discovery and bold choices. We’ve never had more freedom, more choices. But in reality, most people are subtly funneled into the same streams, the same pools of ‘socially approved’ culture, cuisine and ideas. Remixes and memes abound, but almost no one shares anything weird, original or different. People wake up, perhaps with ambitions to make unique choices they believe are their own, only to find that the options have been filtered, curated, and ‘tailored to existing tastes’ by algorithms that claim to know them best. This only happens as these algorithms prioritize popularity or even just safe choices over individuality. |
Video | I'm rarely pulled into videos of music performances—but this one had me glued for 11 minutes straight. Jon Batiste—a world-class pianist I somehow had never heard of—gets thrown into a live improvisation of Green Day’s Holiday (which he had never heard before), and tries to play along on the spot. My jaw was on the floor. The man doesn’t play like a human. |
…Aesthetic Corner…
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I’ve shared Work Louder here before—I’m a big fan of their k•no•b•1 keyboard—and even though this was technically an April Fool’s joke, I genuinely love the design of this new keyboard.
If you're into nature and animals, you’ll love these stunning shots from the 2024 Natural History Museum Wildlife Photographer of the Year contest.
Sustainable Living
Villa Ondulata is a unique A-frame home on the edge of Byron Bay, originally built in 1991 by architect Gina Ghioni using recycled materials and designed with input from Glen Murcutt and Richard Leplastrier. Now owned by architects Laura Muirhead and Peter Tanevski, the house remains largely untouched—an inspiring blend of playfulness, minimalism, and deep connection to nature.
The design blurs indoor and outdoor living, with garden pathways connecting rooms and soaring ceilings that let in light and views of the sky. It’s a home that feels both adventurous and serene, offering a daily reminder of the beauty in simplicity and site-sensitive design.
Sustainability is woven into every part of the project—from the reuse of materials like power poles and scrap wood to the passive, low-impact layout. Laura and Peter continue this ethos, using the house as both home and teacher, influencing how they think about space, resourcefulness, and living lightly.
Friends of James
Beehiiv — the powerhouse behind all my newsletters, helping me craft, design, grow my audience, and monetize effortlessly.
Notion — my go-to tool for the last 6+ years, where I store all my notes, manage tasks, and essentially run both my life and businesses.
Webflow — the engine behind all my websites, letting me design, build, and launch seamlessly without code.
Make — the tool that runs my business on autopilot, handling all recurring and time-consuming tasks
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