Kinda beautiful. Kinda dangerous. What happens when it all melts? Does it melt? Or is it stuck like this forever? “Yeah I’d love to come visit, but I left my car out last night and it’s gonna be stuck to the road for the next 6 months. ”

This is great – buy Esquire magazine, go to website, see extra stuff. Cool. It‘s fun and a bit unexpected. Seems like it‘s really well made – little bit of a gimic maybe, but that’s okay. Extends the readers’ experience, they engage with the Esquire brand some more etc etc. So I like it, but why do they have to get all ‘cyber’ on it? Using words like ‘augmented reality’? Whoa, check it out maaan! We’re using ‘technology’!

I dunno. Good on them for doing something interesting, but I’m looking forward to the day when we can just make interesting content without banging on about the medium. I mean, when you receive a parcel, do you really care if it’s delivered by Australia Post, or Fedex, or even a guy on roller skates with a pink mohawk and a yellow cape? You just open it, because all you wanna know is… what’s in the box?