None of These

So here I am: re-reading Stoppard, debating impossible design specifications, and suddenly I'm seeing tautological pairs everywhere I look in ecommerce and I keep watching teams fight battles that Stoppard already explained were unwinnable.

Every November, ecommerce companies solemnly announce their code freeze periods. No deployments until January. Protect the revenue. Guard the infrastructure. And then, inevitably, code gets deployed anyway because the market doesn't care about your internal policies.

There was a time when a click meant something. It was intent made visible, a measurable signal that someone had chosen to move closer to you. Marketers built careers on optimizing that moment. Analysts built dashboards around it. The entire apparatus of ecommerce measurement treated the click as the fundamental unit of customer behavior. The click is dying. And most ecommerce data teams haven't noticed yet. The Shift Nobody Measured Commerce is being absorbed into the surface