Happy Friday 👋

Here’s everything we covered in this week’s Open Tabs conversation:

* The McDonald’s CEO taste test — and the executive social media dilemma [3:00]. A few weeks ago, McDonald’s CEO Chris Kempczinski posted a video taste-testing a new burger. The problem? He referred to it as “the product,” took a tiny bite, and didn’t exactly radiate enthusiasm. The video recently resurfaced and exploded to 3M+ views — largely because the internet started roasting it.

* Our POV: Just because every platform is optimizing for short form video means that everyone should be on video. If an exec isn’t comfortable on video, don’t force it. Audiences will be able to tell. Silver lining? The McDonald’s brand account capitalized on this unexpected virality by getting in on the joke and racking up 100k+ likes across platforms.

* Additional resources:

* McDonald’s CEO’s awkward taste test sparks mocking online: ‘His aura screams kale salad’, The Guardian

* Why heritage brands are primed for a comeback, #ForYou by Melissa Blum

* Gen Z is buying iPods — trend or fad [~18:00]? In the past week, major outlets including The New York Times, Financial Times, Morning Brew, and Axios have all reported on a spike in Gen Z buying old iPods on eBay — specifically the iPod Classic and Nano. Is this friction-maxxing? Digital detoxing? Anti-algorithm rebellion?

* Our POV: The deeper signal isn’t “iPods are back.” It’s growing distrust and exhaustion with digital ecosystems that feel exploitative, ephemeral, or overly optimized. Physical ownership — whether books, headphones, or media — carries emotional and aesthetic value that digital platforms haven’t replaced. That said? Don’t bet your 2026 strategy on an iPod revival.

* Additional resources:

* Bring On Defunct: The iPod Enthralls Young Music Listeners, NY Times

* 💬 Open Tabs: Making life a little bit harder (on purpose), #ForYou by Melissa Blum

* 💎Enshittification explained: why platforms go from loved to hated #ForYou by Melissa Blum

* The digital ownership crisis (aka: where do our things actually live?) [~27:00]. The iPod conversation spiraled into something bigger: digital fatigue. From:

* $28 streaming-only kids movies (hi, Disney+)

* Kindle libraries that feel inaccessible

* Subscription increases across platforms

* Algorithm-driven degradation of user experience

We landed on a broader theme: consumers are becoming more aware of the tradeoffs they’ve accepted for convenience.

Reddit, interestingly, continues to emerge as a counterbalance — whether for troubleshooting, product reviews, or “buy it for life” recommendations. When platforms degrade, community fills the gap.

* Our POV: We’re entering an era where consumers are reassessing convenience culture. Ownership, intentionality, and durability are becoming emotional value props — not just functional ones.

* Additional resources:

* r/BuyItForLife subreddit

* r/whatsthatbook subreddit

Thanks for listening! 🎧 🤍

Get full access to #ForYou by Melissa Blum at mtdeco.substack.com/subscribe