The title “Extremely Online” gave me the wrong idea about this book from the start. To be “extremely online” means not only to be online all the time, but to be steeped in the deep lore, to know who the “main character” is on any given day, to know a “bean dad” from a “wife guy”. After thirty years on the net, I would count myself as part of that group. I’ve posted on plain-text message boards in the 1990s, had a TikTok comment go mildly viral in the 2020s, and posted (or at least lurked) on many platforms in between. 

But this book is not about posters or lurkers. Extremely Online is about “creators” – the people who are online to make money. The “extremely” part describes their reach and earnings. Lorenz profiles the creators in the 0.1%, who got in early, took undisclosed sponsorships, then legit ads and brand deals, sold branded merch, made millions, burned out publicly, were redeemed, or not, and spawned scads of imitators. They’re people I’ve heard of, maybe, but not the ones on my For You Page. Think Logan Paul and Mr. Beast.

The first section, on the roots of creator culture, did spark some fond memories. Socialite Rank is cited as an early example of the virality that “creators” today strive for. I was obsessed with that site and it makes a great case study. But after that, when the fates of creators become inextricably tied to social platforms like YouTube, Tumblr, Instagram, and Vine, the book becomes a dull litany of names, platforms, management companies, subscriber counts, and brand deals.

A boring nonfiction book can still be informative, especially for people new to a subject. But for me, this book misses the point entirely. Lorenz’s premise is that creators don’t get respect, and that she is here to give them their due. She marvels that platforms don’t “get” creators, don’t value them, won’t cater to them. She seems so close to taking this line of thinking a step further, and acknowledging that social platforms don’t exist to cater to creators, or users, or anyone except advertisers. They exist to capture attention and data and serve it back to you as ads. The content, and those creating it, isn’t the point and it never was.  

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