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This might be old news but it's kinda wild to me.

You might remember Doug Lain from being the publishing manager when Zero Books rose to prominence, back when Capitalist Realism by Mark Fisher made a big splash way back when. He moved on to Sublation Media and seems to be doing roughly the same schtick after Zero got taken over by a different parent publisher. (History seems to rhyme for Doug, getting put into his position at Zero Books with the ouster of the old crew when John Hunt took over only for Watkins Media to take over John Hunt, ingloriously booting Lain out in the process.)

Doug has always been a part of the sorta eclectic post-New Left cultural critique, in that milquetoast style of BreadTube broad left "YouTube Killed The TV Star: Adorno, Benjamin, and the desolate media landscape of late capitalism" or "One-Dimensional Marvel: Marcuse and the MCU" style of slop. Y'know, the stuff where it's super pretentious and yet deeply tailist of pop culture trends with a smattering of a couple of the quotes from the key text referenced in the title, the same one that every textbook and every first-year student quotes, in order to give the impression that it's super serious marxist critique when it's actually just 20-60 minutes of anti-capitalist bellyaching combined with the latest fad.

Yeah, that sort of stuff. He's good buddies with Ben Burgis who is a hack that has been trying to position himself as the patron philosopher-saint of the progressive-to-socialish left for years now, to little avail.

Welp, turns out that Doug had Peter Coffin on for an interview a month ago here, where he's uncritically buying into the whole "woke ideology" narrative and all buddy-buddy with Coffin, who is Caleb Maupin's #1 fan (turns out that Peter Coffin isn't handling the divorce well). And apparently Doug has been doing some livestreams on Midwestern Marx and MAGA communism (I thought they abandoned that name, but Doug doesn't really have his finger on the pulse tbh) and he has an upcoming stream on Maupin and Coffin. I'm not sure if I'm going to be able to stomach multiple hours of livestreams from Doug Lain about PatSocs and Midwestern Marx to get a read on what his position is.

In one respect this development is totally on-brand for Lain, to be chasing whatever audience and principles be damned (the Angela Nagle bullshit didn't faze him - doesn't matter; sold copies, he was quite comfortable hanging out with the stupidpol crowd on Reddit too) but in another respect, his frequent collaborator Ben Burgis has always played at sheepdog to the left by policing the limits to radical left discourse and positioning himself as anti-authoritarian and buying into that anti-communist paradigm so it's kind of a weird pivot.

I think Peter Coffin's angle is pretty apparent - he's just courting a legitimate publisher so that a ghostwriter can do some turd-polishing for whatever he manages to draft, sparing him the indignities of having to self-publish next time around.

But it's still weird to me. Maybe they're proving horseshoe theory true and making a connection between the libertarian faux left of people like Lance from The Serfs, Beau of The Fifth Column, and Ben Burgis with the authoritarian faux left like MWM, Maupin, and Coffin where Doug Lain is the connecting point between those two trends. I guess if they're all on different grifts, and they are, then this would explain how it all fits together neatly.

But on the other hand idk. It feels like the online discourse on the left is reaching a weird inflection point. You have Gabriel Rockhill and his Critical Theory Workshop, Rockhill being closely associated with PSL and someone who should know better, courting the MWM audience. Then you have Doug Lain, who should also know better although I'm not surprised if he doesn't give a damn, doing a similar thing and he's broadening out to openly PatSoc audience and not just confining himself to the crypto-PatSoc MWM audience. It's giving Strasserist vibes tbh.

Luckily it's online and not the real world, I guess?

It's gonna be a really awkward moment when Hinkle, Haz, Maupin, Coffin, and MWM drop the pretense and finally jump the shark to become openly fascist, perhaps taking some of these courtiers with them. Imagine having the tankies screaming for years on end about these clowns being fascist in all but name and orbiting Larouchite cutouts with nobody listening because "tankie redfash", only for this position to be vindicated eventually. Though if history is any guide, those SocDems are gonna find themselves chanting PatSoc slogans side-by-side with the likes of Hinkle, Haz, Eddie and Peter to own the tankies:

We live in interesting times.