> At the start of Covid, the world rapidly moved online and the surge of e-commerce led to outsized revenue growth. Many people predicted this would be a permanent acceleration that would continue even after the pandemic ended. I did too, so I made the decision to significantly increase our investments. Unfortunately, this did not play out the way I expected.<p>There was similar wording to this in the recent Shopify announcement. I must admit, I was frustrated by it then, and I'm frustrated by it now.<p>"Many people predicted this would be a permanent acceleration?" Yeah, sure, many people <i>who don't understand the concept of regression to the mean</i> predicted a permanent acceleration. But here's the thing: if you thought that after months of being cooped up most people were just going to carry on sitting round their houses playing Runescape and jacking off, or never visit the shops again, you are an idiot. Now, I will grant you, there were some silver linings to the pandemic, and some people did kind of enjoy it, but there were also a <i>lot</i> of people crawling the walls who couldn't wait to be let off the leash again. Just look at what's happened with the travel industry and holiday chaos this past summer, at least here in the UK.<p>I saw Mark Zuckerberg on Joe Rogan recently. I've got quite a lot of hostility for Meta, due to the societal damage, and personal cost to individuals, for which it's responsible, but Mark Zuckerberg is an intelligent and interesting guy. Definitely worth listening to, not least of which because he actually comes across as a human being in this podcast episode rather than some sort of odd robot.<p>I'm incredibly disappointed that he got taken in by this idea of a permanent off trend shift to online and beyond him - and beyond Shopify - this kind of, "hurr durr, we got it wrong, wut you gunna do <<shrugs>>," justification for layoffs is going to get really old really quickly.<p>There's something really wrong with corporate governance that can look at an unprecedented situation like COVID and then jump to the conclusion that it's going to permanently change human behaviour in the round, disregarding all previous trends: humans are, after all, still human.