Episode Summary: Intelligent Machines 818: Between Two Orbs

Introduction

In this episode of Intelligent Machines brought to you by TWiT.tv, host Leo Laporte engages in an insightful conversation with Mike McHugh, a seasoned entrepreneur known for his role in founding Flipboard. Joined by Jeff Jarvis, a professor of journalism, and Paris Martineau, the discussion centers around McHugh's latest venture, Surf, a groundbreaking social web browser poised to redefine how we interact with online content.

Guest Background

Mike McHugh brings a wealth of experience in developing innovative web browsers. From his early work on a 3D browser using VRML to contributing to the Netscape browser post-acquisition of his company Paper Software, McHugh has consistently focused on creating tools that democratize access to information and foster community connections online.

Introducing Surf: A Social Web Browser

Surf is McHugh's latest project, described as a "social browser for the open social web." Unlike traditional browsers that primarily navigate the web, Surf is designed to "browse feeds" — aggregating content from various open protocols such as ActivityPub, RSS, and AP02. This approach positions Surf as a meta-application, a window into a vast ecosystem of publicly shared content across multiple platforms.

Key Features of Surf

• Protocol Integration: Surf supports ActivityPub (used by platforms like Mastodon and Blue Sky), RSS (for podcasts, YouTube channels, newsletters), and AP02, enabling users to access and interact with a diverse range of content seamlessly.

• Feed Discovery and Creation: Users can discover existing feeds curated by others or create their own, allowing for highly personalized content streams. McHugh demonstrated a feed called "NBA Threads," which consolidates real-time posts about the NBA from various platforms into a single, interactive stream.

• Multi-Platform Posting: While Surf currently doesn't support cross-posting (posting simultaneously to multiple accounts), users can choose which platform (e.g., Mastodon or Blue Sky) to post from, with plans to introduce cross-posting in future updates.

Demonstration of Surf

During the demo, McHugh showcased Surf's intuitive interface:

• Search and URL Bar: Positioned at the bottom, allowing users to enter feed addresses or search for specific content.
• Posting Interface: A straightforward method to compose and share posts directly from Surf.
• Bookmarks and Custom Feeds: Users can bookmark favorite feeds and explore curated content from influential curators like Ben Werdmuller, who manages the "Speaking Truth to Power" feed.

Human Curation and AI Filtering

A significant aspect of Surf is its emphasis on human curation augmented by AI. McHugh highlighted the importance of "bionic curators" who leverage AI to filter and organize content, ensuring high-quality and relevant information amidst the vast digital landscape.

Notable Quote:

Mike McHugh (04:10): "We think of Surf as a browser. It's a browser for the social web, which is made up of ActivityPub at Proto nrss."

Business Model and Sustainability

Surf adopts a flexible business model, allowing content creators to monetize their feeds through:

• Advertisements: Contextual and privacy-oriented ads that align with user interests without invasive tracking.
• Memberships and Paywalls: Enable creators to offer exclusive content to subscribers, fostering a sustainable ecosystem for independent creators.

McHugh emphasized the need for diverse revenue streams to support both user experience and content creator sustainability.

Release Plans

Surf is currently in a private beta accessible via TestFlight for both iOS and Android platforms. Interested users can sign up through SurfSocial.com, with a referral code "Twit" available to prioritize their entry into the beta. McHugh expressed hopes for a public release later in the summer, with plans to introduce desktop applications and enhance the user experience on larger screens like iPads.

Comparisons to Existing Platforms

Drawing parallels to Flipboard, McHugh explained that Surf represents an evolution informed by years of experience and changes in the digital ecosystem:

• Open Social Web: Unlike Flipboard's reliance on APIs from platforms like Facebook and Twitter (now restricted), Surf utilizes open protocols, ensuring longevity and adaptability.
• User-Centric Design: By focusing on feeds rather than individual apps for specific content types (e.g., photos, videos), Surf offers a more integrated and user-friendly experience.

Conclusion

Mike McHugh's Surf emerges as a promising tool for navigating the open social web, emphasizing human curation and AI integration to deliver a personalized and sustainable content experience. As Surf prepares for its public launch, it stands out as a testament to the evolving landscape of social media and the enduring importance of open standards in fostering community and information access online.

Notable Quotes:

• Jeff Jarvis (05:56): "Can you show us?"

• Mike McHugh (22:12): "There's a real opportunity to help people who are actual real people connect with each other across all these different kinds of social apps."

• Paris Martineau (22:04): "This was our number one user request, if you could really. That's right. It is for us too, by popular demand."

This episode provides a comprehensive overview of Surf's innovative approach to social browsing, underscoring the potential for open protocols and curated feeds to reshape the way we consume and interact with online content.