The Apple Google Thing: Some Thoughts about a Phase Change
January 25, 2012
I have done a bit more thinking about the search-related implications of Apple’s first quarter 2012 results. Google remains dominant in search. But I am formulating the hypothesis that Google is now on a knife edge and may already have started to slide down search mountain.
A happy quack to Net Giant.
Straight away let me say that Apple is happy with “good enough search.” I have had conflicting information about Apple’s apparent indifference to search and retrieval. If you want to locate a particular category of books in the iTunes’ online service, good luck. From its earliest days, the search function in iTunes has been less than satisfactory to me. But who cares? iTunes is part of the software fabric which Apple has woven right in front of Google’s, Amazon’s, and the entertainment industries’ snoots. Apple could not have been more upfront about search. Search is simply not Job One for an iTunes’ user. Why should it be? The service helps Apple generate revenues which have even the greediest MBA drooling.
I read “Apple’s Massive Numbers and Some Context.” My viewpoint is different, but I agree that something big has happened in the numbers and beyond. Here’s the passage I noted:
Towards the end of the earnings call, Tim Cook dropped a huge nugget of information: led by 15 million iPads sold last quarter, the tablet market is now larger than the entire desktop PC market. Someday in the not-too-distant future, the tablet market will be bigger than all of the PC market, he predicts. (Apple has sold 55 million iPads since the original launch in April 2010, Cook revealed.)
Need more proof? Read “Apple Reports First Quarter Results. Highest Quarterly Revenue and Earnings Ever. All-Time Record iPhone, iPad, and Mac Sales.” You can find many pundits, poobahs, and disinformationists explaining why Apple is generating so much dough, selling so many gizmos, and achieving at least momentarily the highest market capitalization in the history of greed.
But there’s an important aspect of these revenue figures which caught my attention. Here’s the point:
Apple has downsized, marginalized, and subordinated search across its range of products. Key word search is a desktop search service. The youth of the world has moved on.
Why is this important to me? Here are the reasons:
Search is now a tertiary operation. Top finding methods are apps. Then there are Web pages with exposed links or facets. Last is good old key word search. Yep, it is time to forget the search as the reason a person uses some type of electronic gizmo. I want to make a distinction between “findability” and “search”. Apple does a pretty good job of making information findable. Whether it is the native search function in OS X or the hot links scattered across Web pages and applications or mobile apps themselves, most folks regardless of age can make Apple machines work. Forget where a document is? Apple provides numerous “punch-the-button, dummy” options.
Facebook, Google, and Evil: Standard Operating Procedure?
January 23, 2012
One of the most over-used and little-understood words attached to online is “evil.” Long before Google, I was in a meeting at which ABI/INFORM announced per online type pricing. I think the person who described the decision to charge $0.25 per online type for Format 5 on Dialog was Martha Williams, one of the stalwarts of the online industry and a respected figure at the University of Illinois science and engineering libraries.
A tip of the trident to http://reinventingtheeventhorizon.wordpress.com/2011/10/06/midnight-in-the-garden-of-good-and-evil%E2%80%94mafia-style/
Evil, according to Dictionary.com–which is tough to use because of the ads for Zoho, InetSoft, and RingCentral–iterates through 10 definitions:
- morally wrong or bad; immoral; wicked: evil deeds; an evil life.
- harmful; injurious: evil laws.
- characterized or accompanied by misfortune or suffering;unfortunate; disastrous: to be fallen on evil days.
- due to actual or imputed bad conduct or character: an evil reputation.
- marked by anger, irritability, irascibility, etc.: He is known for his evil disposition.
- that which is evil; evil quality, intention, or conduct: to choose the lesser of two evils.
- the force in nature that governs and gives rise to wickedness and sin.
- the wicked or immoral part of someone or something: The evil in his nature has destroyed the good.
- harm; mischief; misfortune: to wish one evil.
- anything causing injury or harm: Tobacco is considered by some to be an evil.
Like many words in every day use, evil can denote or connote different shades of meaning.
I thought about these 10 definitions after I read “Facebook to Google: Don’t Be Evil, Focus on the User.” The write up presents a respected real journalist’s report about information exchanged in a meeting. The main point of the write up describes a way to make Google work the way it did before the social bonus program kicked in and the Google Plus avalanche rumbled down the roof of the Googleplex.
Enterprise Search: Cruising on the Concordia
January 19, 2012
I keep my eyes peeled for useful management examples. Whilst recovering from a minor hitch in the goose liver, I watched the drama of the Concordia cruise ship unfold. The horrific event reminded me of several enterprise search deployments I had analyzed. I was not the “captain” of these enterprise search voyages. I was able to do some post-crash analysis.
To get the basics of the event, you will want to familiarize yourself with the write up in the UK’s Daily Telegraph, “Concordia Disaster: Should a Captain Go Down with His Ship?” In my opinion, the key passage in the Daily Telegraph’s story was:
…leadership entails an obligation to be courageous – morally, physically or both. It is the price of leadership; it is why leaders are more highly regarded and rewarded than the rest of us. But even subordinates in certain professions have the duty to be brave, as the rest of us do not. A soldier is expected unquestioningly to put himself in the way of bullets as a civilian is not.
(But my favorite news item was Cruise Captain Says He ‘Tripped’ Into Lifeboat, Couldn’t Get Out.”
Not Taking Responsibility
The alleged behavior of the captain shares one similarity with enterprise search implementations that sink. The person running the operation shirks responsibility for the disaster. My view is that ego plays a part. The more important factor may be the person’s character. I have reviewed a failed search implementation and had a difficult time determining who was responsible. The procurement team has the thick linen of committee think under which to hide. The information technology manager often keeps well away from search, a behavior conditioned by knowledge that making information findable is often impossible. The chief financial officer just counts the dissipated dollars. Accountants are not implementers. The person charged with the failure is often a young engineer whom those ultimately responsible deem expendable.
The first similarity is that in big disasters those who are responsible do whatever is needed to avoid responsibility. In enterprise search, there is a ship captain. Pretending that a captain does not exist is one interesting characteristic of today’s organizational life. Think Jerry Yang at Yahoo. Recall Leo Apotheker. You get the idea. What about the search system at your company? The National Archives? Amazon’s online store? There are captains responsible. Unfortunately these captains do not get global news coverage for their behavior.
Show Boating
The crash and sinking was a consequence of show boating. The idea is that doing something fancy is appropriate and within the perimeter of the job description is allowed. In enterprise search, the show boating becomes visible when one or more people make suggestions along these lines:
- We need to deliver answer to users, not laundry lists
- Natural language processing is essential to the success of our search system
- We need a taxonomy and semantic technology to make information accessible
- Our system has to work just like Google.
Each of these is similar to the Concordia’s buzz close to shore. Few of those involved in an enterprise search implementation realize how downright expensive, complicated, and resource intensive these “suggestions” become. Vendors go along to keep the contract. The deployment team is thinking about making search headlines and maybe getting a raise and a promotion. Great idea but when the effort sinks the search project, the result is a disaster.
The second similarity between the Concordia and the ill fated enterprise search system deployment is that getting cute can wreck havoc. Now you may say, “Hey, semantic methods will only help our search system.” Maybe, maybe not. My view is that show boating is one characteristic of doomed enterprise search system. The fix? Just do the basics well, then add some special sauce.
Inforbix: A New Mobile Search Service for CAD and Product Data
January 16, 2012
Beyond Search recognizes that mobile applications are on the rise and people are moving their business to devices that are as flexible as they are. However, our team notices that this trend leaves a lot of people confused about how to deal with the excess of data that is available in the world of mobile applications. Search systems that navigate the chaos are often difficult to use or are simply nonexistent.
Boston-based Inforbix is responding to the rising issue. The company develops intelligent apps for CAD and product data access and is rolling out an iPad mobile application that allows customers to search engineering data anywhere, anytime.
Inforbix is a software company founded in 2012 that addresses the excess of product data within manufacturing companies. The company strives to develop software solutions and apps to address specific data trends and improve productivity. Inforbix is currently a cloud service accessed by web browser and assists customers in finding and sharing product data companywide.
Inforbix products work together with Product Data Management systems that may already be in place at organizations and connect companywide product data. Smaller companies without PDM systems can find an affordable alternative with Inforbix.
The new iPad app is the first mobile application release by Inforbix. The app is powered by InforBix’s semantic technology, which connects structured and unstructured related product data. This link allows users to find and access product data quickly on-the-go, while still providing correct and thorough information that is crucial to efficiency and productivity.
The service is cloud-based and requires no data migration or maintenance. The app can also access multiple file types and addresses searching and accessing product data, as well as other product data tasks such as organizing and presenting data patterns. The app is easy to use and requires no training or prior experience to use.
Chief Executive Officer Oleg Shilovistsky speaks on the topic of the mobile app release in the PR News Release:
“There’s lots of data everywhere. Customers are asking ‘How can I access it all with a single solution?’ Enter Inforbix, and the new iPad app will take Inforbix, a fresh new approach to find, engage with, and administer product data in manufacturing companies, a giant step forward in accessibility.”
The software is simple for companies to employ and is an intelligent solution to sorting through the endless product data that is available. The app can be demoed by pointing to http://www.inforbix.com/demo. Current Inforbix customers can already begin using the iPad app, which is available for free on the Apple App Store. New users can register with Inforbix to enable the app and begin accessing company product data.
At Beyond Search, we applaud companies that are focusing on creatively solving the issue of excess data and are impressed with Inforbix’s move to mobile. The future of technology is going fluid and companies need to remain accessible in the transition.
Andrea Hayden, January 16, 2012
Sponsored by Pandia.com
Real Journalism: The Anterior in the Aeron Method
January 12, 2012
Short honk: I admire companies which can survive after technology renders their methods obsolete. One example is the crafts people who carve mallards in northern Indiana. Another is the “feet on the street” stringers who write about major events around the world. Well, I suppose I should say, “Seat on the sofa” or “anterior in the Aeron”, not “feet on the street.” I am referring to the time honored practice of the Associated Press’s use of mobile humans to cover events. The key is putting humans in state capitols, capturing the wisdom as it flows from the mouths of the elected representatives, and writing up the good stuff. Of course, with local newspapers chopping staff, the AP has been the go-to source for state politicos’ antics for many years.
The “real” journalist’s research vehicle. This is the Herman Miller Aeron Chaise 2/3. Kick back and get the news via an Internet connection. No need to talk to humans. No reason to ask vapid questions. No need to get a first hand feel of the crowd. Put the anterior in an aeron and produce news. Get static, dude. Image source: http://www.kalkwijk.com
The company takes a different approach to events such as the anachronistic Consumer Electronic Show. CES is held in the new, spiritual and emotional heart of America—Las Vegas. As you may know, this is a city where a destination looks as if one could walk to the status of Liberty in a couple of minutes. The spatial distortion often means a slog of 30 minutes through a crowd of America’s most intelligent and productive citizens.
Navigate to “Microsoft CEO Hits Familiar Chord in CES Swan Song.” Skip the ambiguity of “swan song” and pondering whether its reference is to Mr. Ballmer, Microsoft, or CES itself. Here’s the new “real” journalism method:
The Associated Press watched Ballmer’s speech in Las Vegas on a webcast.
Whether it is an online university or an update on a legal matter via YouTube.com, why go to an event, interview attendees, check out the crowd reaction, and maybe ask a “real” question? Irrelevant to modern news work.
Here in Harrod’s Creek, this 67 year old goose does not go to many trade shows and he never, ever visits Las Vegas. The older, gentler America in rural Illinois and the mine drainage choked pond are what he prefers.
Does he miss “real” life and information by relying on his Aeron and Internet connection? Well, he thought he did. But what’s good enough for the AP, a “real” news outfit is definitely good enough for an old person like me. Life as it is viewed is definitely better than life as it is actually experienced. Here’s another video on YouTube that makes the first hand experience essentially irrelevant. Good to know how news works today. A video is just like life now. Progress? Not for me but that’s a personal opinion.
Stephen E Arnold, January 12, 2012
Sponsored by Pandia.com
Temis, Spammy PR, and Quite Silly Assertions
January 11, 2012
I am working on a project related to semantics. The idea is, according to that almost always reliable Wikipedia resource is:
the study of meaning. It focuses on the relation between signifiers, such as words, phrases, signs and symbols, and what they stand for, their denotata.
Years ago I studied at Duquesne University, a fascinating blend of Jesuit obsession, basketball, and phenomenological existentialism. If you are not familiar with this darned exciting branch of philosophy, you can dig into Psychology from an Empirical Standpoint by Franz Brentano or grind through Carl Stumpf’s The Psychological Origins of Space Perception, or just grab the Classic Comic Book from your local baseball card dealer. (My hunch is that many public relations professionals feel more comfortable with the Classic approach, not the primary texts of philosophers who focus on how ephemera and baloney affect one’s perception of reality one’s actions create.)
But my personal touchstone is Edmund Husserl’s body of work. To get the scoop on Lebenswelt (a universe of what is self-evident), you will want to skip the early work and go directly to The Crisis of European Sciences and Transcendental Phenomenology. For sure, PR spam is what I would call self evident because it exists, was created by a human (possibly unaware that actions define reality), to achieve an outcome which is hooked to the individual’s identify.
Why mention the crisis of European thought? Well, I received “American Society for Microbiology Teams Up With TEMIS to Strengthen Access to Content” in this morning’s email (January 10, 2012). I noted that the document was attributed to an individual identified as Martine Fallon. I asked to be removed from the spam email list that dumps silly news releases about Temis into my system. I considered that Martine Fallon may be a ruse like Betty Crocker. Real or fictional, I am certain she or one of her colleagues, probably schooled in an esoteric discipline such as modern dance, agronomy, and public relations are familiar with the philosophical musings of Jean Genet.
You can get a copy of Born to Lose at this link.
I recall M. Genet’s observation:
I recognize in thieves, traitors and murderers, in the ruthless and the cunning, a deep beauty – a sunken beauty.
Temis, a European company in the dicey semantic game, surely appreciates the delicious irony of explaining a license deal as a “team”. The notion of strengthening access to content is another semantic bon mot. The problem is that the argument does not satisfy my existential quest for factual information; for example, look at the words and bound phrases in bold:
Temis, the leading provider of Semantic Content Enrichment solutions for the Enterprise, today announced it has signed a license and services agreement with the American Society for Microbiology (ASM), the oldest and largest life science membership organization in the world.
Do tell. Leading? Semantic content enrichment. What’s that?
The “leading” word is interesting but it lacks the substance of verifiable fact. Well, there’s more to the news story and the Temis pitch. Temis speaks for its client, asserting:
To serve its 40,000 members better, ASM is completely revamping its online content offering, and aggregating at a new site all of its authoritative content, including ASM’s journal titles dating back to 1916, a rapidly expanding image library, 240 book titles, its news magazine Microbe, and eventually abstracts of meetings and educational publications.
I navigated to the ASM Web site, did some poking around, and learned that ASM is rolling in dough. You can verify the outfit’s financial status at this page. But the numbers and charts allowed me to see that ASM has increasing assets, which is good. However, this chart suggests that since 2008, revenue has been heading south.
Source: http://www.faqs.org/tax-exempt/DC/American-Society-For-Microbiology.html
In my limited experience in rural Kentucky, not-for-profits embrace technology for one of three reasons. Let me list them and see if we can figure out what causes the estimable American Society for Microbiology.
Open Access Threatened by Elsevier Backed Legislation
January 3, 2012
Academic publishing, specifically in the fields of science and math, is a big money industry. The whole system hinges on containing the flow of information, a task that grows increasingly difficult with the demand for free access to information. Free access is fueled by the internet and social media, with these influences creating a new generation of young people who assume and demand that information be free. Arxiv.org is an open access archive for academic literature devoted to math and science. It and other open access portals are being threatened by potential legislation. (Open access is a term referring to quality information sources that are not protected by a subscription.) The Quantum Pontiff tells us more in, “Could Elsevier Shut Down Arxiv.org?”
The blogger reports:
They (Elsevier) haven’t yet, but they are supporting SOPA, a bill that attempts to roll back Web 2.0 by making it easy to shut down entire sites like Wikipedia and Craigslist if they contain any user-submitted infringing material.
Splash page of arxiv.org shows the seal of Cornell University and the phrase “We gratefully acknowledge supporting institutions. See http://arxiv.org/
Social media and copyright are inherently opposing concepts. User-submitted material, as it is referred to above, will almost always infringe upon copyright. In fact, very few submissions aside from the users own thoughts and words will not infringe upon copyright. If the legislators supporting SOPA (Stop Online Piracy Act) make good on all their promises, eventual showdowns with social media heavy hitters like Facebook or YouTube could occur.
American copyright was established by the founding fathers in our constitution to balance the protection of intellectual property with the ability to foster creativity and innovation. However, copyright has evolved in the modern era into a blanket protection policy, primarily serving corporations. Libraries and other institutions of learning champion the cause of open access, but even these civic organizations are threatened by corporate lobbyists in their constant quest to have copyright protection extended tighter and longer.
60 Months, Minimal Search Progress
January 1, 2012
When I was writing the Enterprise Search Report, I was younger, less informed, and slightly more optimistic. I wrote in August 2005 “Recent Trends in Enterprise Search”:
The truth is that nothing associated with locating information is cheap, easy or fast.
I omitted one item: accurate. About five years after writing this sentence, I have come to my senses. The volume of information flushing through the “tubes” continues to increase. To explain what petabytes means to the average liberal arts major now working at a services firm, someone coined the phrase “big data.” Simple. Tidy. Inaccurate.
That’s why the notion of accurate information is on my mind. I am tough to motivate in general, and burro like when I have to admit that something I wrote in one of my addled states is incomplete, stupid, or just plain wrong.
Let me start the New Year correctly. Here are four observations which will probably annoy the “real” experts, the self appointed search mavens, and the failed middle school teachers now consulting in the fields of ontology, massive parallelization in virtual environments, and “big data.” I don’t plan to alter my rhetorical approach, so too bad about giving some of these rescued Burger King workers some respite. Won’t happen.
First observation: Even a person as wild-and-wonderful as Jason Calacanis, the much admired innovator who makes a retreating Russian army’s scorched earth policy look green, wants to limit Internet content. “Jason Calacanis: Blogging Is Dead & Why Stupid People Shouldn’t Write” captures his take on accuracy. If one assumes stupid people should not write, then one reason may be that stupid people produce inaccurate information. Sounds okay to me, so let’s go with the stupid angle. In the era of “big data”, trimming out the stupid people should result in higher value information. Keep in mind I am addled. I am not sure where to stand on the “stupid” thing.
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Image source: http://www.northernsun.com/Boldly-Going-Nowhere-T-Shirt-(8257).html
Second observation: Disinformation is becoming easier for me to spot. For you? I am not so sure. Let me give you a couple of examples. Navigate to the now out of date list of taxonomy systems prepared by Will Power. The page is available from Willpower Information in Middlesex. Now scan the description of the taxonomy system called MTM. Here’s a snippet:
MTM is the software for multilingual thesauri building and maintenance. It has been designed as a configurable system assisting a user in creating concepts, linking them by means of a set of predefined relations, and controlling the validity of the thesaurus structure…
The main features of the software are inter alia:
- thesaurus maintenance and support system;
- KWOC and full tree representation and navigation tools available on-line;
- KWIC, KWOC and full tree printouts (in an alphabetic and systematic order);
- defining and customization of up to 100 conceptual relationship types;
- management of facets, codes (top classification), sources, regional variants, historical notes, etc.;
- support of the various types of authority files;
- computer assisted merging;
- thesauri comparison by means of windows;
- support of the various alphabets;
- support of linguistic and orthographic variants;
- sorting facilities consistent with national standards;
- variable length data handling;
- flexibility in defining input and output forms;
- versatility in terms of relative ease of configuring the software for the various sets of languages;
- flexibility in defining data structures needed for a given application;
- a possibility to exchange data with other organizations and systems through exporting and importing terms and relations.
Playing Hard Ball: Good Business or Bad Numbers
December 28, 2011
Amazon and Google are in the search game. There are some interesting interactions between the companies, and I cover one facet in an upcoming column for Information Today. Think open source, application programming interfaces, and metasearch for data fusion. But I wanted to document what look like two unrelated actions. I find the similarity of user response interesting, but I have been around long enough to know that what we note in Harrod’s Creek means little or nothing where the big boys live, work, and sit in traffic.
First, I noted “buySAFE Sues Google Over Trusted Stores Service, Fears Annihilation.” The main idea of the story is that Google is nosing into a market space where buySAFE has a tent. Here’s the passage I noted, but, alas, I don’t know if the information is spot on. I want to point it out because it suggests a certain spirit, perception, and mindset I find interesting:
[buySAFE] claims that Google may have timed the roll-out of its free Trusted Stores program “so as to impede buySAFE’s effort to raise additional capital”, which it says it requires to expand its business. According to buySAFE, “Google’s acts and practices have a dangerous probability of driving (the company) from the market”. In fact, buySAFE says Google’s actions have “already succeeded in drastically slowing buySAFE’s annual growth rate”. And to think almost no one knows Google Trusted Stores even exists today.
Next, I saw this item about Amazon, an outfit which is losing its “we’re just booksellers” positioning with its spiraling services and products line up. Navigate to “Kindle Case Maker Calls Amazon.com a Corporate Bully in Federal Lawsuit.”
Is Attila’s management method getting more traction than other approaches?
I can’t get excited about Kindle cases because the gizmos lack durability. I have had six, maybe seven, and I have resigned myself to replacing them due to stuck buttons, cracked screens, broken mini USB plugs, and other issues caused because the addled goose still reads books. Here’s the passage I noted with the caveat that I have no idea if the story is accurate. Just read it for positioning:
“This case presents a classic example of unlawful corporate bullying,” according to the suit. “M-Edge developed a very successful product line: personal electronic device jackets with multiple features for the Kindle and other e-readers. Amazon thereafter repeatedly sought to hijack the product through threats, deceit, interference with M-Edge’s customer relationships, and patent infringement.”
On the surface, we have some enthusiastic business managers working to earn their bonus. However, when one thinks about the similarity in services and the companies’ interesting relationship to one another, I had several thoughts.
First, maybe despite the substantial
Desperate Times for Search and Selling Consulting
December 22, 2011
I saw a news story about the uptick in the housing market. Perhaps you read “Get Started ‘On’ Dec. 21: Housing Shows Recovery Signs, Lobbyists Warn against Tax Cut Expiration.” You may have seen the recent story “Home Foreclosures Jump in Third Quarter-Report.” Contradictions are one indicator which tells me that no clear signal is emerging. I wrote last night (December 20, 2011) about the Oracle financial softening and how search acquisitions will not do much, if anything, to firm up Oracle’s revenues. Since the economic meltdown became evident in the spring of 2008 with the collapse of BearStearns, we have entered a new financial territory. The maps are still being created and exploration is underway.
Most organizations are struggling to find a way to accomplish two difficult goals simultaneously. Personally I cannot multi-task, but the financial pressure is so great that many executives assume that more effort will pull the marshmallows out of the bonfire. I am not so sure.
One goal for many organizations with which I am familiar is to keep existing revenues from eroding more quickly. Since I focus on software and content, the challenge of generating new revenue from old products is a big one. Most of the executives whom I know are hard working, optimistic people. But the issues is preventing revenue from existing and reasonably well understood products and services from tanking.
The “big idea” will touch you, imparting “wisdom” and more.
The other goal is for organizations to find new revenue. The MBA types have fancy diagrams to explain strategies and tactics. I have worked out a few basic options which have worked for me when I had a “real” job (not as an azure chip consulting, journalist, or middle school teacher). Here are my non MBA options:
- Buy a company and pretend that its products and services are “new”
- Take an existing product and service, reposition or repackage it, and target a “new” market with this “new” product. Nothing material is done, but the marketing copy changes.
- Identify an existing product or service and graft something “novel” like making a search system into an iPad app or some equivalent maneuver. The “new” product is then pitched as “revolutionary” or whatever claim common sense and one’s attorney permits.
- Make a bet on something outside of one’s core competency. Believe me, this happens frequently. Examples include some of Google’s products to a local catering service’s attempt to set up a full service restaurant.
In this context of financial pressure, the need for r3evenues, and the options available to executives, I pondered “The End of the Web? Don’t Bet on It. Here’s Why” by Mark Suster, a member of the Dark Side; that is, venture capital world. The foundation of his write up was a presentation by the azurist George Colony, the CEO of Forrester Research.
I don’t have much to say about the specifics of either the Forrester notion that certain digital resources increase over time; specifically, storage, processing cycles, and network capacity. I don’t have much to say about the Dark Side analysis of the Forrester presentation.
Here’s what interests me:
First, I think these big, well publicized “thought pieces” are essentially devoid of substantive analysis. The “big idea” becomes a foundation upon which assertions, arguments, and counter arguments rest. The goal is to associated Forrester with a topic and generate buzz, visibility, or what is called a “conversation” about the “big idea”. I don’t have the energy to explain why the three “resources” are essentially one “thing.” Believe the assertion if you wish
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