Right, but i think the scenario being imagined is more like some valley startup tried to capitalize on the tracking that already exists, and through the insane amount of investment money can profit share with restaurants that use their technology. It'll start about "selection satisfaction" and be used to create a profile to present the dishes you're most likely to enjoy based on your previous data. This will help people. Then it'll creep and creep and creep. After a certain time, the company pays restaurants to remove paper menus. And then everything goes to shit. Sure, certain restaurants will capitalize on the disdain by having paper menus and raising prices to match their novelness. But the general everyday experience of the average person will be worse, with more tracking, and less money.

Go ahead and say tinfoil hat, if i told you about the current state of streaming services or social media back in the early days of those existing we'd all say the same thing. The only barrier to entry to making the world worse is money. Every app i love, every service i use, my experience with the general internet, it's all gotten worse. And it's always in service of tracking and/or profit. So it's not hard to imagine a scenario where this is possible.

It's extremely difficult to not be cynical about the world. I really mean it when i say the social apps i have to use to keep up with friends have only gotten worse. There hasn't been a single improvement in over 5 years. Every update is more ads, more tracking, less human.

This comment got a little off track but my main point is that restaurants will adopt it when it becomes "free money", which a sufficiently capitalized start up will be able to do for a period of time. They'll handle everything for you, and it will start helpful. But as investment money dries they'll implement more and more shady practices to make up that difference.

You're spot on though. This is exactly how it goes. I've seen many, many examples of this up close and as soon as a restaurant wants you to download 'their App' to view the menu you just heard the first click of the ratchet.

What strikes me as interesting about this whole discussion is that the tech world should be a lot more knowledgeable about these patterns and far less naive about the typical tech cycle. In a nutshell you can condense it to disrupt, gain marketshare, squeeze the lemon.

Whether it's Uber, AirBNB, Food delivery, Social media, Gaming or restaurants doesn't really matter. What I've seen - under NDA - would make your skin crawl and that's just the very limited sample of all companies out there, and it's mostly just Europe. But over the course of 200+ such in depth looks at how the tech world works it is very clear to me that the new middle-men are at least as bad as the old ones were.

I’ve seen about the same, except from the US side (even from companies that market themselves as “privacy friendly”).

I was just pointing out that this dystopia already can exist without tech. Tech makes it easier and takes power away from the little-guy (the server ‘doesn’t have to’ give the rich prick his expensive menu) but software doesn’t care about impressions.

Indeed, tech is a massive accelerator in this and leads to transnational entities becoming the dominant player (not always, but very often anyway).

Funny that it actually happens in a lot of locations with tourists. Also Chinese restaurants in the US often have a “real Chinese” menu and a regular menu in English.

But what you’re arguing doesn’t make sense. As a restaurant owner, I can change online menu prices on the fly. 4th of July? Don’t mind me if I +20% that bad boy.

That just isn’t possible with paper.