How Crystal Pepsi Anticipated Silicon Valley
Clarity is an ambiguous virtue today. It’s more frequently called “transparency” now, and the naive still advance it as a simple salve for all ills. But the ills of the early 1990s never left us. If anything, they doubled down, demonstrating how comparatively oversimplified issues like ozone depletion, statist territorialism, and rain forest conservation really were—simply being able to see the issues were supposed to lead to the implementation of their obvious remedies. Today that false dream remains, in the form of technological innovation that promises to “change the world” by producing an even more commercialized version of progress than we endured two decades ago. Would it be a step too far to call Silicon Valley one big, compostable bottle of Crystal Pepsi? Probably. The nostalgia you drink when you drink a reissued Crystal Pepsi is not a nostalgia for taste, nor for the gewgaws of the 1990s, nor even for the youth that might have accompanied the original. It is a nostalgia for a moment when a new secular, global righteousness seemed simple enough that drinking a branded cola could legitimately contribute to it.