Play this!

The internet is full of vapid words and catch-less phrases, but one that I’ve long been particularly peeved about is the word “play”. As in this company is an “infrastructure play” or a “CPM play”. Blogger, please.

Using “play” feels like it’s just pointing to how unsubstantial something is. Like that this is their third play. And oh hell, if that doesn’t work, we’ll just get more of other people’s money and try to play again. Or that it’s a play as in pulling the lever on a slot machine and if you’re lucky gold will flow.

Do, or do not. There is no try.