michael-dean-k/

I resonate with the vision of Metalabel—artists collaborating and splitting royalties—but after finishing a project with it (The Best Internet Essays 2025), I’m not sure if I’d use it again for a self-published print book. I imagine this works so much better with a digital product, but for a physical deliverable, I found the convenience of automating the royalty split to not be worth the friction of handling shipping. (I’ll describe my process, and if I did something wrong, please correct me.)

All purchases happen through the Metalabel storefront, and from there you can export a CSV that you can bulk upload into a tool like Lulu (an online printer). I decided to offer the anthology (The Best Internet Essays 2025) for a limited window, otherwise I’d have to handle shipping logistics at a daily/weekly level. But even with a single shipment, I ran into trouble. The first issue is that a lot of countries require a phone number for shipping. Metalabel didn’t collect that, so I had to put 1-111-111-1111, which got flagged for some countries, requiring me to use my personal cell phone. Other countries required a tax ID, and I’m still waiting to hear back from the buyers so I can ship them their copy. Another thing I didn’t think through is the return addresses. I assumed that the printer would provide their own address, but instead they used the name/address from my credit card, which I did not intend to share! I’ve been writing under a pseudonym, and this doxxed my last name to anyone who purchased.

The other problem was that so many people—in real life and online—were confused why the sale had an end date. Books don't typically have deadlines. Even those who knew the deadline procrastinated, and were bummed when they remembered they forgot. Again, my decision, specifically because I do not want to be regularly porting over CSVs and manually handling the edge cases that are inevitable.

In the future, I’ll likely set up a storefront where a reader can purchase it themselves, input their address and any required information for their country, and then get their own unique tracking ID. And, considering so much effort goes into making a book, I wouldn't want to limit it to a one-month window; I'd want it open forever, or for years, at least. If I do a royalty split again, I can set some interval, maybe once per quarter or year, and then ask the contributors to invoice me. None of my friction above was specific to Metalabel functionality (the whole platform as it is was very pleasant to use, and it's Lulu that I'm frustrated with), but because they aren't integrated with a shipping platform, it requires logistics that are annoying and avoidable.

“The Internet needs a quality algorithm.” This was the opening line of my essay prize announcement, and I want to revisit it now that it's done. Is there a correlation between writing quality and audience size? 

Algorithms are low-trust right now because they’re adversarial—“for you” gaslighting (usually)—and they reward engagement, popularity, monetization, etc. The 2010s-era algorithms are based on discrete events: clicks, likes, measurable things. They might look at keywords to guess the topic of an essay, but it’s effectively blind to the overall quality of a piece. Quality is nebulous, after all. Small magazines can each have their own vision of what’s good, but for a million/billion-person network, there’s no consensus, and quantity is way more important anyway.

So this essay competition was a v1 attempt to define and search for quality. The overall search space was small, but it was a chance to experiment with curation, and resulted in The Best Internet Essays 2025. It’s interesting to me that the featured writers ended up varying in audience size, evenly distributed between 10s, to 100s, to 1,000s, to 10,000+ subscribers.

Again, limited sample, but interesting to ponder: the tangible thing (reach) is a power law distribution (1% have big audiences), but the intangible thing (quality), the thing that matters more, is independent of scale. It means that for all the great writers with 10k audiences who are highly visible, there are possibly 100x writers of similar caliber who are undiscovered, in algorithmic obscurity. 

This isn’t too surprising, and the usual reply is, “well it’s not enough to write well, it’s your responsibility to be consistent, to be your own marketer and publicist, to make sure your work gets read.” I get that this is what’s been required, but what if it weren’t? Wouldn’t it be better if a platform could search for quality at scale so writers could just do their thing? This would also give visibility to those who aren't full-time writers, people who publish 1-2 essays per year around the interesting problems they’re working on, but have no bandwidth to build an audience each week.

Still have to think through v2, the 2026 prize, but the question in my mind is how can I expand the search space? Can I have agents scan the Internet, assemble RSS feeds to find great essays, design an algorithm to filter for the previously intangible, build community into the process, and then curate/share the stuff that comes through? The aspiration is to get better each year at surfacing great essays from independent writers on the basis of merit, and this book is what came through the first pass.

We’re printing the Internet. Remarkable essays are published online every day, but they’re only getting harder to find. This is a first attempt to find the signal in the slop: a hardcore judging process, 13 essays that capture our times, all in a pocket-sized paperback.

100% of royalties go to the writers, judges, and the 2026 prize pool.

Featured writers: Tommy Dixon, Matt Švarcs Richardson, Lily, James Taylor Foreman, Alissa Mears, Kylan Emms, Noelle Perdue, Max Nussenbaum, Catherine Melo, Simon Sarris, Garrett Kincaid. Judges: Henrik Karlsson, Charlie Bleecker, Alex Dobrenko`, CansaFis Foote, Elle Griffin, Dylan O'Sullivan, Jasmine Sun, Isabel, and Lellida Marinelli.

This essay tapped into a striking definition of timelessness. He doesn’t get there until halfway through though, and I found myself disagreeing with—or at least, questioning—a lot of his earlier points (I’ll come back to this). The main point is distilled into this: the best essays are “ineffective” because they reveal the timeless problems that each generation fails to synthesize. Timeless essays speak to the common foils in the human operating system: the blindspots of parents, the lies of institutions, the avoidance of mortality, the ineffability of relationships, the mundanities that are never captured in enough detail. These are different than “discovery” essays, like Darwin’s Origin of Species. The holy grail of an essay is surprise, and a timeless essay is not just sueprising for one generation, it’s surprising for every generation. And so timelessness, then, is a type of “breadth of applicability.”

PG also ventures into a familiar territory of “essay as a mode of thinking.” Where as in the past he used “the river” as his metaphor (2004), this time it’s a tree. You start from an origin, and then you explore many different branches in search of generality x novelty. What is a good starting question? He says a good one is “outrageous, counterintuitive, overambitious, and heterodox.” It doesn’t have to be a complete thesis, but some puzzling gap, and importantly something you care about. You won’t be able to stretch an origin question into cascading insight unless you have a unique angle into it. The origin doesn’t matter too much though, because it’s a recursive process, and you can eventually get to the best question in “a few hops.” I love how he emphasizes that you need to write to explore branches of a tree, and there are many dead ends; you realize how you are mistaken, incomplete, and inelegant (you go from vague to bad). Don’t get discouraged by these; finding your false assumptions is possibly the only way to really begin.

Despite loving his whole exploration of “mode,” I don’t think that means you have to neglect essay as “genre”; he says form/style don’t matter in “the best essay,” and I disagree, obviously. He has Darwin as the pinnacle example of an essay, and I’m really challenged by that (I definitely have to read it now). Is that an essay or a scientific paper, just captured in shortform non-fiction? He seems to imply that the essay is at its best a vehicle for discovery, as a mechanism to bring forth surprising, important, and useful ideas. From the creator of “make things people want,” this isn’t surprising. Even though a new theory of evolution had broad implications for society, I assume the paper itself is technical, intended for a scientific niche audience, which in my mind, makes it more like a scientific paper than an essay. An essay is something that is universal/general enough for the average person to read. An essay, I think, functions like an information transfer system between specialized facets of society; it’s about making your specific niche legible to all the other niches, and I don’t think that was the specific goal of Darwin's writing (even though it was inevitably understood by everyone, it wasn’t through the writing, but from the effects of the writing).

(Added: Another note on Graham’s notion of best as timelessness: he says that timeless esasys are the perennial insights that each generation can’t absob. This implies that the insight is never enough: even if you know something, there is often a lack of wisdom in applying it to your own circumstance. And so really, these unteachable lessons are ones that can only be obtained through personal experience. Does this point to the fact that all essays need to be personal? Maybe bland insights can’t be digested by a reader, but if they are integrated to vivid personal experience, experience vicariously, then might this actually be the best medium to transfer wisdom?)

Will AI ever be able to capture the intangibles of quality?

Davey sent me a voice note, loosely around if it would be possible for AI to handle all of the branches of quality. I’m skeptical that it would work, and even if so, I think there’s value in having humans read essays and make these decisions. Still, he triggered three questions in me:

1. Might unconscious machines actually be able to better determine cultural transcendence than humans? I’ve made a team of judges that is well-rounded, but it’s limited to the people I know and trust. The categories are good, but is it really representative of the whole Internet? How would I know? In the future, you could have scrapers read every Substack post in real-time and create a living map of cultural vectors, and then simulate all new essay against past/present/future vectors. (Or, better yet, the bots could read Substack, understand the psychographics of readers, and then elect human judges to still keep humans in the loop.)

2. Might some element of essay evaluation, if it wants to be “perfect and total” require a machine with simulated consciousness? This got me to think about the taste category. I think that you could potentially map the canon, and then have it make conclusions that only a lifelong reader could come to. But there is an element of ‘somatic reaction’ that would probably not translate. Even if a machine had some sense of qualia (which I think it can), it would likely be significantly different from a human’s. 

3. Even if machines could do the entirety of evaluation, and create anthologies of human-written essays (and machine-written essays, but in a separate collection), might there still be value in including humans in the process? Could be valuable both in terms of determining the winner, and the emerging culture from involving humans in that process. I like to think that if we ever have a “best machine essays of 2028” that humans will play a critical role in the eval of that.

"While great artworks can be produced in isolation, art movements — which organize disparate works into coherent scenes and sensibilities — are what contribute to a feeling of progress. If we assume that innovation can be measured by new artistic movements, and those movements are facilitated by a critical culture, then a weakened critical ecosystem will lead to the “blank space” that W. David Marx describes, where art and culture feel stagnant." —Celine Nguyen, Is the Internet Making Culture Worse?

I like this definition: "a movement is about organizing disparate works into a coherent scheme, scene, sensibility." It means literary movements are just on the other side of ambitious curation projects. This resonates with me more than the forward-looking battle cries, with pleas like, “we need to start a literary revolution!” I mean, maybe that helps some people, but even if it did, they wouldn’t be legible until someone retroactively made sense of them. So basically, the challenge is having a tight feedback loop where critics and curators are able to make sense of, assemble, and mythologize the immediate past. Scene-making is retroactive.

Throughout history, I think it’s relied on self-elected individuals to do this work; that will always be important, and I’m excited to step into this role (starting with this year’s $10k essay prize). But as we enter a future with delirious volume: included human art, human slop, machine slop, and machine art, I wonder if it will be the scope of things to consider will grow way beyond the scope of what humans can handle. This might be an example of how we need to use algorithms for good. Our current “discovery” algorithms are based on popularity and interest, more optimized to alter user behavior than to curate a contemporary canon. 

Our challenge, or at least the challenge I’m excited about, is to program algorithms that can process inhuman volume, while having a reliable signal on humanity (quality, perspective, theme, etc.).