The author of this latest advertorial, Kevin Roose, has a podcast called "Hard Fork".

Here he and his co-host attempt to answer the question "What’s a Hard Fork?":

kevin roose: Casey, we should probably explain why our podcast is called “Hard Fork.”

casey newton: Oh, yeah. So our other names didn’t get approved by “The New York Times” lawyers.

kevin roose: True.

casey newton: And B, it’s actually a good name for what we’re going to be talking about. A “hard fork” is a programming term for when you’re building something, but it gets really screwed up. So you take the entire thing, break it, and start over.

kevin roose: Right.

casey newton: And that’s a little bit what it feels like right now in the tech industry. These companies that you and I have been writing about for the past decade, like Facebook, and Google, and Amazon, they’re all kind of struggling to stay relevant.

kevin roose: Yeah. We’ve noticed a lot of the energy and money in Silicon Valley is shifting to totally new ideas — crypto, the metaverse, AI. It feels like a real turning point when the old things are going away and interesting new ones are coming in to replace them.

casey newton: And all this is happening so fast, and some of it’s so strange. I just feel like I’m texting you constantly, “What is happening? What is this story? Explain this to me. Talk with me about this, because I feel like I’m going insane.”

kevin roose: And so we’re going to try to help each other feel a little bit less insane. We’re going to talk about these stories. We’re going to bring in other journalists, newsmakers, whoever else is involved in building this future, to explain to us what’s changing and why it all matters.

casey newton: So listen to Hard Fork. It comes out every Friday starting October 7.

kevin roose: Wherever you get your podcasts.

This is simply not accurate.

Today the term "hard fork" is probably most often used to refer to blockchain forks, which I assume is where these guys (almost) learned it, but the blockchain people borrowed the term from forks in software development.

In both cases it means to diverge in such a way that re-converging is not expected. In neither case does it mean anything is screwed up, nor does it mean anything about starting over.

These people who's job it is to cover technology at one of the most respected newspapers in the United States are actually so clueless that they have an entirely wrong definition for the phrase which they chose to be the title of their podcast.

"Talk with me about this, because I feel like I’m going insane."

But, who cares, right? "Hard fork" sounds cool and the times is ON IT.