I’ve been so nostalgic lately. Many of the documentaries I’ve watched and are now recommended for me by whatever AI algorithm know this well. Shopping malls, toy stores, 80’s movies and tv shows populate all of my home screens. The latest was The Last Blockbuster, a tidy history lesson on the rise and subsequent fall of video stores. There’s just 1 Blockbuster left in existence, teetering on the edge of extinction.
Now, why would anybody go to a physical store to rent a movie anymore? Maybe a better question is, why would anybody go to a physical store for anything anymore?
I do think there’s an answer for this better question. But first…
There was a record store in my town that I went to at the very least once a week. It was regularly busted for illegal drug sales, but that’s not why I went. I was/am not an illegal drug guy, except for that one time. I went for the records which turned into cassettes which turned into compact discs (of which we said on more than 100 occasions, “how could there be a new format that’s better than this??”) This one day I walked through the door, bell ringing, and the record store guy Joe (who incidentally fronted a local band that was super cool) stopped me 2 steps inside and said he had a disc for me. I asked what it was and he didn’t tell me, just said it was for me. I paid and left immediately.
Exactly like romantic set-ups, you can find out a lot about yourself by how others see you. If you had set me up with the Angel, I would know you see me as the perfect man, handsome and awesome in every way;) Conversely, if you had arranged a blind date for me with a mountain troll, I would figure you see me in a light that isn’t quite so complimentary.
How did this fellow see me? What was this album that was “for me” and would I see it the same way? It was the Smoking Popes Born To Quit and it remains one of my favorite records of all time.
It’s entirely possible the algorithm would have recommended Born To Quit, but the algorithm isn’t the singer in a band. The algorithm doesn’t know my sister or what I look like, doesn’t know that I shave my head, love kisses, hugs and Three’s Company, like you do. The truth is, it doesn’t care, either. It only cares if I buy something or if I can be used as a product to sell to advertisers.
Blockbuster and malls have something Amazon don’t, and can’t: Joe the lead singer of the Neverminds. And me – I was a record store guy, too, and a very very good one. It doesn’t have a bench outside where I would skip my college classes and sit anxiously until they’d open the steel gate and FINALLY let me in on New Release Tuesday. It doesn’t have another person standing in front of the Smiths section for me to talk to. It doesn’t have anyone to talk to, ever.
Sure, they’re not perfect. Record store guys aren’t all Joe, sometimes they’re awful and mean and don’t have the slightest clue what they’re talking about. Sometimes the mall isn’t what you want it to be. Sometimes the movie you want isn’t there, sometimes the store is closed, sometimes late fees, sometimes sometimes sometimes. Of course they’re not perfect, but neither am I. You know, these retail stores are a lot like people; messy, temperamental, quirky. They aren’t ever exactly what we expect. But maybe it’s the imperfections, the individuality, the personality, the heart, that make them so great. Just like us.