“It’s our moon shot.”

This is the saddest aspirational statement imaginable.

That time people went to the moon was decades ago, we never went back, it has provided no tangible benefit (we never even got jetpacks), and it is not in living memory of anyone younger than the Boomers. So, not exactly inspiring. Looking at you, Brain Initiative marketing.

How bout: “It’s our Scandinavian gender equality index.” Or, if you insist on ancient history, “It’s our eradication of polio.” You know, shit that matters.

This junk has been abandoned there for 45 years. Awe inspiring.

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