🟨 the caveat 05: the creator of ‘Squid Game’ has one regret about the show
the AI arms race just got real...
Hey there!
Welcome to the caveat where I curate and share my two cents on the cool and (not so cool) stuff happening to all your favourite brands.
Why Meta poached four researchers from OpenAI, offering up to $100 million signing bonuses. Meta isn’t playing small ball; it is placing a $72B bet on AI this year (compared with Google’s $75B, Microsoft’s $80B, and Amazon’s $100B). Meta Superintelligence Labs, headed by Alexandr Wang and Nat Friedman, is laser-focused on creating AGI (Artificial General Intelligence) capabilities. OpenAI is feeling it. Internal messages reportedly likened the exodus to “someone breaking into our home.” They are scrambling to match the offers and maybe win on mission and culture rather than cash. Altman’s comments about “missionaries beating mercenaries” highlight that while mega-bonuses excite, long-term loyalty may hinge on values and purpose.
Scheduling sex is not as boring as it sounds, or maybe it’s just me. I noticed that when we schedule sex, let’s say on Thursday, we end up having more sex spontaneously after that. Who said a sex schedule is a legally binding contract? Because it’s on the calendar doesn’t mean you have to do it. So, if the time comes and you are not feeling up for penetration or whatever was originally on the menu, that’s totally okay. You can shift gears and explore other ways to connect. Maybe it’s taking a shower together, giving each other massages, sharing some deep eye contact and conversation, or just cuddling up naked. The goal is intimacy, not a checklist.
Anna Wintour steps back as Vogue Editor-in-Chief after 37 years. But it’s not the type of retirement that you are thinking of. Nope, Anna and her sunglasses are not going anywhere. Wintour will stay at the top as Condé Nast’s global chief content officer and editorial director at Vogue. So yes, she will still call dibs on everything iconic about Vogue. At 75, after leading since 1988, she wants to open the stage for fresh voices. She will be choosing the next Head of Editorial Content, and that person will report directly to her. Think of it as handing off the baton without leaving the race.
MrBeast recently launched and then quickly pulled the plug on his AI-powered YouTube thumbnail generator tool. The idea sounded promising, using AI to automate thumbnail creation for creators, potentially saving time and boosting click-through rates. But instead, creators shouted, “Wait… you used our thumbnails to teach it?” People pointed out that MrBeast’s tool was basically scraping existing thumbnails, yours, mine, and everyone else's, to create new ones without asking. More worryingly, some designs even seemed to replicate or closely mimic other creators’ recognisable styles. The backlash snowballed fast, from legal experts chiming in about intellectual property rights, and viewers noticing the similarity to existing work.
Fewer and fewer people, especially Americans, are paying for news when they bump into paywalls. 83% of Americans say they haven’t paid for news in the past year. In fact, only 1% pay for subscriptions when they hit a paywall. What most people actually do instead is bounce and search for the same story somewhere free. When asked, non-payers said, “I can get similar stuff elsewhere for free.” Others just don’t care enough, and about 10% feel it’s too pricey. If you're producing digital news, relying only on paywalls isn’t going to power top-line growth. You either need to pitch serious value, exclusive content worth paying for, or embrace hybrid approaches: a few free articles, ads, freemium tiers, community support, maybe a blend of both.
The creator of ‘Squid Game’ has one regret about the show. What really struck me was Hwang Dong‑hyuk admitting his one regret, killing off Se‑mi in Season 2, a character he had grown fond of. It’s clear Hwang wasn’t interested in providing neat, feel‑good endings. He explained that Gi‑hun’s eventual death and his sacrifice for a newborn were a deliberate choice to represent hope amid turmoil. He said he scrapped an earlier “escape to America” finale in light of current global anxieties. Apparently, the six‑year Squid Game journey left Hwang physically and emotionally worn. He didn’t even use that Oscar‑win to catapult himself into a blockbuster career.
Why Netflix shouldn’t be YouTube, and I agree. Netflix is at a crossroads. It’s got a massive subscriber base, but it’s clearly hitting an audience ceiling. That is why the company is eyeing YouTube’s recipe for success, short-form clips, creator-driven content, and that addictive recommendation engine. YouTube isn’t just producing content; it’s built around a creator ecosystem. Netflix poaching top creators like MrBeast doesn’t automatically mean viewers will switch platforms for similar content. It’s not just about paying someone upfront; it’s about the vibe, the engagement, the personal connection viewers already have with their YouTube feeds.
Why beauty masterclasses are big business in Africa. This is the latest big thing in African beauty marketing. They are immersive, on‑the‑ground experiences that teach, entertain, and sell all at once. Brands are leaning into the power of “live, in-play” education to build connections with their audiences. It’s direct-to-consumer meets professional credibility. It feels more human than generic ads from Paris or New York. Brands entering the scene are facing a choice: stick with traditional marketing, or step up with something more engaging. And clearly, the latter pays off. When workshops mix glamour, culture, and education, they create lasting impressions.
Where does The Bear go from here? Carmy isn’t just stepping back from The Bear; he is walking away from the pain he has been cooking with all along. Watching him secretly change the partnership agreement to give control to Sydney, Richie, and Natalie felt like a gut-punch. It showcased his growth, but also his exhaustion; he’s been using this kitchen as a shield for too long. Now, is this the end? But honestly, I want more. I want to see Sydney rise, Richie redefine himself, Natalie steer the course and possibly Carmy forge a new identity outside the kitchen. But damn, what a way to close the door on Carmy’s story while cracking the window wide open for everyone else.


Microsoft is replacing its salespeople with solution engineers. These new hires can dive into product demos and technical discussions much earlier in the sales cycle. This is exactly what customers have been asking for. With OpenAI and Google breathing down their necks, Microsoft is racing to become the go-to AI enterprise shop. They are breaking up six sales silos into three bigger buckets - AI Business Solutions, Cloud & AI Platforms, and Security to simplify and accelerate AI go-to-market. This move aligns with a wider tech-industry trend, companies cutting back on non-tech roles while bolstering AI and platform investments.