Early Friday morning, reports broke the news that Alphabet is killing Project Ara, its attempt at a modular smartphone. I’m not crying for the loss of Ara — phones with swappable screens are inherently dumb — but there’s only so many times Google and Alphabet can hype up the future, before unceremoniously kicking it to the curb.
The way Alphabet develops products is really to blame. The company ignores the kind of secrecy that traditional tech companies (Apple in particular) have made part of the corporate culture, and instead chooses to develop publicly. It’s a good move to make people excited about your company — remember when we all thought Google Glass was the bomb? — but I’m not sure it’s sustainable in the long run.