{"id":19187,"date":"2017-06-22T10:22:30","date_gmt":"2017-06-21T22:22:30","guid":{"rendered":"http:\/\/philcook.net\/beerdiary\/?p=19187"},"modified":"2017-06-22T12:11:31","modified_gmt":"2017-06-22T00:11:31","slug":"too-much","status":"publish","type":"post","link":"https:\/\/philcook.net\/beerdiary\/2017\/06\/22\/too-much\/","title":{"rendered":"&#8216;Too Much&#8230;&#8217; is never enough"},"content":{"rendered":"<figure id=\"attachment_19189\" aria-describedby=\"caption-attachment-19189\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><a href=\"http:\/\/philcook.net\/beerdiary\/wp-content\/uploads\/TMTB.jpg\" rel=\"lightbox[19187]\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"19189\" data-permalink=\"https:\/\/philcook.net\/beerdiary\/2017\/06\/22\/too-much\/tmtb-crop\/\" data-orig-file=\"https:\/\/philcook.net\/beerdiary\/wp-content\/uploads\/TMTB-crop.jpg\" data-orig-size=\"750,250\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;1&quot;}\" data-image-title=\"\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;For all we know, this is the author&lt;\/p&gt;\n\" data-large-file=\"https:\/\/philcook.net\/beerdiary\/wp-content\/uploads\/TMTB-crop.jpg\" class=\"size-full wp-image-19189\" src=\"http:\/\/philcook.net\/beerdiary\/wp-content\/uploads\/TMTB-crop.jpg\" alt=\"\" width=\"750\" height=\"250\" srcset=\"https:\/\/philcook.net\/beerdiary\/wp-content\/uploads\/TMTB-crop.jpg 750w, https:\/\/philcook.net\/beerdiary\/wp-content\/uploads\/TMTB-crop-300x100.jpg 300w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/><\/a><figcaption id=\"caption-attachment-19189\" class=\"wp-caption-text\">Author (probably) not pictured. (Taken from <a href=\"https:\/\/www.toomuchtobeer.com\/blog\/2017\/5\/14\/wellington-mans-shameful-admission-i-drank-the-same-craft-beer-two-times-in-a-row\" target=\"_blank\" rel=\"noopener noreferrer\">here<\/a>.)<\/figcaption><\/figure>\n<p>So. <a href=\"https:\/\/www.toomuchtobeer.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">A wild satirist appeared, and is proving super effective<\/a>.\u00a0We haven&#8217;t really had one around here before, and I don&#8217;t know what good deeds we did to deserve\u00a0<em>Too Much To Beer<\/em> as our first. It&#8217;s entertaining and incisive stuff, doing what all the best satire strives to do when it gets up in the morning: highlighting absurd truths and using humour to make a point worth making. As of right now, its creator is still anonymous and \u2015 despite being a naturally inquisitive sort \u2015 I&#8217;d like them to stay that way.<\/p>\n<p><!--more--><\/p>\n<p>It\u00a0<em>is<\/em> hard not to speculate. They&#8217;re obviously well-acquainted with the scene and have covered the obvious tracks in a way that either suggests they&#8217;re tech-savvy and careful <em>or<\/em>\u00a0merely\u00a0reveals that Squarespace websites are anonymous by default. There&#8217;s not enough of a pattern (yet) to give away much about their location in geographical terms\u00a0or reveal their position in the landscape of the business itself: drinker, brewer, bartender, commentator, something else? And I&#8217;m intentionally using a pronoun that covers any gender <em>and<\/em> any number of people, since I don&#8217;t think there&#8217;s enough evidence to suggest much about the person or even rule out that they are multiple persons.<span id='easy-footnote-1-19187' class='easy-footnote-margin-adjust'><\/span><span class='easy-footnote'><a href='https:\/\/philcook.net\/beerdiary\/2017\/06\/22\/too-much\/#easy-footnote-bottom-1-19187' title='&lt;span style=&quot;font-size: small;&quot;&gt;Also, I just prefer the singular &amp;#8220;they&amp;#8221;. &lt;a href=&quot;https:\/\/www.youtube.com\/watch?v=46ehrFk-gLk&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;Get over it&lt;\/a&gt;.&lt;\/span&gt;'><sup>1<\/sup><\/a><\/span> Hell, enough people have speculated that (and straight-up asked if) it&#8217;s\u00a0<em>me,\u00a0<\/em>since their targets do overlap with a lot of my own rogue&#8217;s gallery: <a href=\"https:\/\/www.toomuchtobeer.com\/blog\/2017\/5\/30\/moa-delighted-with-losing-450-per-minute\" target=\"_blank\" rel=\"noopener noreferrer\">Moa<\/a>\u00a0and <a href=\"https:\/\/www.toomuchtobeer.com\/blog\/2017\/6\/8\/williams-warn-partner-up-with-z-energy\" target=\"_blank\" rel=\"noopener noreferrer\">WilliamsWarn<\/a>, <a href=\"https:\/\/www.toomuchtobeer.com\/blog\/2017\/6\/19\/behemoth-brewing-sales-triple-after-hosking-un-doresment\" target=\"_blank\" rel=\"noopener noreferrer\">Mike Hosking<\/a> and&#8230; <a href=\"https:\/\/www.toomuchtobeer.com\/blog\/2017\/6\/5\/sir-philip-cook-honoured-for-services-to-the-beer-industry\" target=\"_blank\" rel=\"noopener noreferrer\">myself<\/a>.\u00a0I am at least pretty sure it&#8217;s not me<span id='easy-footnote-2-19187' class='easy-footnote-margin-adjust'><\/span><span class='easy-footnote'><a href='https:\/\/philcook.net\/beerdiary\/2017\/06\/22\/too-much\/#easy-footnote-bottom-2-19187' title='&lt;span style=&quot;font-size: small;&quot;&gt;Barring some Tyler Durden nonsense, I suppose. (Does that still need a &lt;span style=&quot;font-variant: small-caps;&quot;&gt;spoiler warning&lt;\/span&gt;, if the movie came out 1999..? Fucking hell, &lt;em&gt;Fight Club\u00a0&lt;\/em&gt;is nearly old enough to drink.)&lt;\/span&gt;'><sup>2<\/sup><\/a><\/span> \u2014 unless of course <em>all of this<\/em> is a clumsy ruse.<\/p>\n<figure id=\"attachment_4385\" aria-describedby=\"caption-attachment-4385\" style=\"width: 225px\" class=\"wp-caption alignright\"><a href=\"http:\/\/philcook.net\/beerdiary\/wp-content\/uploads\/Post-GABS-Taphouse-Mooch-breakfast-of-champions.jpg\" rel=\"lightbox[19187]\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"4385\" data-permalink=\"https:\/\/philcook.net\/beerdiary\/2012\/06\/28\/post-gabs-afternoon-taphouse-mooch\/post-gabs-taphouse-mooch-breakfast-of-champions\/\" data-orig-file=\"https:\/\/philcook.net\/beerdiary\/wp-content\/uploads\/Post-GABS-Taphouse-Mooch-breakfast-of-champions.jpg\" data-orig-size=\"600,800\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;Picasa&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;}\" data-image-title=\"\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;The only photo of mine I could find with an onion ring in it&lt;\/p&gt;\n\" data-large-file=\"https:\/\/philcook.net\/beerdiary\/wp-content\/uploads\/Post-GABS-Taphouse-Mooch-breakfast-of-champions.jpg\" class=\"size-medium wp-image-4385\" src=\"http:\/\/philcook.net\/beerdiary\/wp-content\/uploads\/Post-GABS-Taphouse-Mooch-breakfast-of-champions-225x300.jpg\" alt=\"Breakfast of Champions, at The Local Taphouse after GABS 2012\" width=\"225\" height=\"300\" srcset=\"https:\/\/philcook.net\/beerdiary\/wp-content\/uploads\/Post-GABS-Taphouse-Mooch-breakfast-of-champions-225x300.jpg 225w, https:\/\/philcook.net\/beerdiary\/wp-content\/uploads\/Post-GABS-Taphouse-Mooch-breakfast-of-champions.jpg 600w\" sizes=\"auto, (max-width: 225px) 100vw, 225px\" \/><\/a><figcaption id=\"caption-attachment-4385\" class=\"wp-caption-text\">Pictured: an onion ring, etc. (from <a href=\"http:\/\/philcook.net\/beerdiary\/2012\/06\/28\/post-gabs-afternoon-taphouse-mooch\/\" target=\"_blank\" rel=\"noopener noreferrer\">here<\/a>)<\/figcaption><\/figure>\n<p>My point is: stop looking. It&#8217;s like when Lorde was recently outed as running (of all things) <a href=\"http:\/\/www.newshub.co.nz\/home\/entertainment\/2017\/06\/is-this-lorde-s-secret-onion-ring-instagram-account.html\" target=\"_blank\" rel=\"noopener noreferrer\">an Instagram account that reviewed onion rings<\/a>\u00a0in a pointless expos\u00e9 no one should be proud of. It&#8217;s not\u00a0<em>news<\/em>, just because she&#8217;s famous.\u00a0They\u00a0just robbed a young woman (who is living a\u00a0<em>very<\/em> weird life) of an innocuous outlet and hobby \u2014 when they could&#8217;ve kept their discovery in their back pocket to use for something other than instant eyeballs.<span id='easy-footnote-3-19187' class='easy-footnote-margin-adjust'><\/span><span class='easy-footnote'><a href='https:\/\/philcook.net\/beerdiary\/2017\/06\/22\/too-much\/#easy-footnote-bottom-3-19187' title='&lt;span style=&quot;font-size: small;&quot;&gt;I mean, I&amp;#8217;m no savvy and expensive PR guru, but maybe point out to her how relatively-easy it was to crack, and offer suggestions for making it more anonymous \u2014 and get yourself owed a favour by a bankable star. Their &lt;em&gt;actual&lt;\/em&gt; strategy just got their &amp;#8216;story&amp;#8217; lifted wholesale by a million clickbait mills, and Jimmy Fallon.&lt;\/span&gt;'><sup>3<\/sup><\/a><\/span> And now imagine if Lorde happened to be\u00a0churning out some of the best food-writing of her era, if she was a keen-eyed critic of the onion ring industry, and a welcome reinvigorating force in a sometimes-stuffy subculture. Because <em>that<\/em>\u00a0\u2014 metaphorically speaking\u00a0\u2014 is what we&#8217;ve got here with <a href=\"https:\/\/www.instagram.com\/toomuchtobeer\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Too Much To Beer<\/em><\/a>:\u00a0harmless fun for its creator(s)<span id='easy-footnote-4-19187' class='easy-footnote-margin-adjust'><\/span><span class='easy-footnote'><a href='https:\/\/philcook.net\/beerdiary\/2017\/06\/22\/too-much\/#easy-footnote-bottom-4-19187' title='&lt;span style=&quot;font-size: small;&quot;&gt;I&amp;#8217;ll confess a special interest, here, since the only other anonymous attempt at satire (very generously defined) I can recall around here was &lt;a href=&quot;http:\/\/philcook.net\/beerdiary\/2011\/05\/03\/sprig-fern-harvest-pilsner\/&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;a mean-spirited (and unforgiveably unfunny) troll who had a go at me&lt;\/a&gt;, probably after I took a swipe at their business or their writing. I still don&amp;#8217;t know who they were, though I&amp;#8217;ve always had my suspicions.&lt;\/span&gt;'><sup>4<\/sup><\/a><\/span> and something equally entertaining and essential for the rest of us.<\/p>\n<p>Whoever they are, they&#8217;re probably\u00a0someone or someones for whom non-anonymity would be awkward. Maybe their employer(s) wouldn&#8217;t approve, maybe they&#8217;re a public figure who doesn&#8217;t want notoriety for <em>this<\/em>. Or, equally likely, they&#8217;re just a random schmo who&#8217;d rather stay that way.\u00a0For now, the fact is that there&#8217;s probably no real difference between forcing them to be &#8220;out&#8221; and forcing them to <em>stop<\/em>. If it ever seems they&#8217;re abusing their blank byline, I&#8217;ll rejoin the hunt. Until then, just enjoy what they post (or don&#8217;t, if it&#8217;s not your thing), and back off. Okay? As a favour to me? Not because it\u00a0<em>is<\/em> me, you understand. Unless it is&#8230; (It isn&#8217;t.)<span id='easy-footnote-5-19187' class='easy-footnote-margin-adjust'><\/span><span class='easy-footnote'><a href='https:\/\/philcook.net\/beerdiary\/2017\/06\/22\/too-much\/#easy-footnote-bottom-5-19187' title='&lt;span style=&quot;font-size: small;&quot;&gt;&lt;span style=&quot;font-variant: small-caps;&quot;&gt;&lt;em&gt;Or is it&lt;\/em&gt;?&lt;\/span&gt; No.&lt;\/span&gt;'><sup>5<\/sup><\/a><\/span><\/p>\n<hr \/>\n","protected":false},"excerpt":{"rendered":"<p>So. A wild satirist appeared, and is proving super effective.\u00a0We haven&#8217;t really had one around here before, and I don&#8217;t know what good deeds we did to deserve\u00a0Too Much To Beer as our first. It&#8217;s entertaining and incisive stuff, doing what all the best satire strives to do when it gets up in the morning: &hellip; <a href=\"https:\/\/philcook.net\/beerdiary\/2017\/06\/22\/too-much\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">&#8216;Too Much&#8230;&#8217; is never enough<\/span> <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[55],"tags":[],"class_list":["post-19187","post","type-post","status-publish","format-standard","hentry","category-interesting-finds"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/philcook.net\/beerdiary\/wp-json\/wp\/v2\/posts\/19187","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/philcook.net\/beerdiary\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/philcook.net\/beerdiary\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/philcook.net\/beerdiary\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/philcook.net\/beerdiary\/wp-json\/wp\/v2\/comments?post=19187"}],"version-history":[{"count":33,"href":"https:\/\/philcook.net\/beerdiary\/wp-json\/wp\/v2\/posts\/19187\/revisions"}],"predecessor-version":[{"id":19222,"href":"https:\/\/philcook.net\/beerdiary\/wp-json\/wp\/v2\/posts\/19187\/revisions\/19222"}],"wp:attachment":[{"href":"https:\/\/philcook.net\/beerdiary\/wp-json\/wp\/v2\/media?parent=19187"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/philcook.net\/beerdiary\/wp-json\/wp\/v2\/categories?post=19187"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/philcook.net\/beerdiary\/wp-json\/wp\/v2\/tags?post=19187"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}