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I'm Drew Breunig and I obsess about technology, media, language, and culture. I live in New York, studied anthropology, and work in advertising technology.

These are reactions to things I feel are important.

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No, I won’t take off my topcoat. And that’s exactly my point. I understand your confusion. The nascent trend I have latched onto is difficult to define. Maybe I can explain it to you with the new mods I’ve been working on. No, Mom. Not like in Quadrophenia, although I appreciate those mods’ fondness for tailor-made clothing. These mods.