When a Tech 'Breakthrough' Isn't Really

Carl Bialik from WSJ writes "'More than 8,600 press releases have been issued over the years with "breakthrough" in the headline, a majority of them by computer and electronics companies,' Lee Gomes writes in the Wall Street Journal. He examines whether hyperbole and hype has robbed the term of much of its meaning, focusing on a recently announced 'breakthrough' by Intel involving optical computing. From the article: 'Having been inside Intel's laser labs, I need no persuading that the company is doing important work here, and an Intel spokesman says the development is indeed a "breakthrough" because it shows how real-world optical products can be made with silicon. I wonder, though, how many more breakthroughs we will be reading about before optical computing becomes ubiquitous.'"

Comments

This story is AMAZING

[Anonymous Coward]

I was so excited when I RTFA that I immediately had to post a comment saying that this is simply the BEST article that I have ever read on Slashdot and it will probably be seen as THE breakthrough in human-to-human communications that we have all been waiting for.
I am not exaggerating

Past Tense & Specificity

[eldavojohn]

The word 'breakthrough' is definitely used too much.

I'm always skeptical when it's used in a present tense. For example, "The Segway is a breakthrough in transportation technology."

When the Segway first premiered, I heard this. Yet, it has been anything but a 'breakthrough' nor has it changed my life in anyway (with the exception of some humor at the Segway's expense).

My point is that you can only really use the term in the past tense when something really did signal a breakthrough. Like the invention of solid state transistors. At the time, did they really realize how big it was? Maybe, but that's not always the case.

Breakthroughs are also sometimes relative, for instance Srgt. Pepper's Lonely Hearts Club Band might have been a musical breakthrough for rock but mean little to computer scientists. Likewise, proving Fermat's last theorem might have been a breakthrough for mathematics but meant little or nothing to a musician.

So, in the end, I think 'breakthrough' is used prematurely but it also is used relative to fields a lot. I don't think the author bothered to look at the thousands of uses of the word to see if it was followed by "for physicists" or "for medicine" in which case they might have been genuine breakthroughs in that sense. The difficult breakthroughs are the ones that do affect everyone (like the transistor or radio) but they are becoming harder to pinpoint as many inventions these days aren't actual inventions but instead integration of already existing inventions to form a new utility for those devices.

Re:Past Tense & Specificity

[Hoi Polloi]

Lots of words have been pounded into dust:

Hero - Used to be someone doing something they weren't expected to do at great personal risk. Now it is applied to everyone ("everyday hero", UGH) or people doing the job they are paid to do (i.e. firemen rescuing people from fires).

Genius - Used to be someone who was consistantly and spectacularly intelligent (Einstein, Fermi, etc). Now it is anyone who happens to figure something out or is relatively smart. "My 3 year old can hum the national anthem, isn't he a genius?"

Star - Anyone who is appearing on your show or in your movie. "We have a star on our show tonight, Zsa Zsa Gabor!"

Two sides...

[HatchedEggs]

There are two sides to this...

First off, more breakthroughs than ever are being made these days. Our technological advances are being made at an almost "silly" rate. We have made so many more in the past century than in the millenium that preceeded it. Why? Better education, greater body of knowledge, and of course computing doesn't hurt. So yes, there are alot of breakthroughts taking place.

However, the term is also used as marketing hype. It still has a buzz to it after all these years of being misused, so I don't think companies will stop using it as a marketing scheme.

In reference to IBM in the article... they certainly use the term "breakthrough", and much of what they do deserves recognition as such as they have pushed the envelope with their R&D. Of course Intel has also done a fantastic job. Some of what these companies do isn't necessary ground breaking work, as it has been done before. So I find it difficult to determine if the term should be used still since the work has been done before, but the difference is that when one of these large companies does it, it is so much more likely to succeed.

It's not just the word "breakthrough"

[testadicazzo]

I'm glad to see article like this.

I actually do research in optical computing, but the problems aren't unique to that field. I'm always getting pressured to use words/phrases like "novel", "highly accurate", "unique", etc (basically just non quantitative positive adjectives) to make the titles of my talks or publications more sexy or provocative.

It's annoying becuase they are just noise words. If something is really unique, a breakthrough, etc, those adjectives will be applied to your product (research, idea technology, choose your noun here) by others. Your job as an engineer or scientist should be to report the facts on your (noun here) in an unbiased and neutral fashion, giving meaningful benchmark figures regarding what it allows you to do. It's okay to focus on the strengths, but provide quantitative data, not meaningless adjectives and buzzwords. Fortunately more and more journals are stating not to use such meaningless drivel in their guidelines.

In my research, whenever I see phrases like "good/excellent agreement with...", instead of "this shows a standard deviation of X%", I automatically assume someone is just putting a shine on lame results. This prejudice is pretty accurate, but of course not 100% so. I'd estimate 90% or so.

The problem of course is the overly strong influence marketing has on us. Richard Feynman had a pretty good rant about this stuff. We really need to start punishing people/institutions for insulting our intelligence with this noise. He was more concerned with advertising campaigns which insult our intelligence, but the same trend has broadened itself.

In the end, I think it's important we become more cognisant, thus more resistant, to transparent marketing techniques. When an institution is singing its own praises, be skeptical.

On a tangent, if someone tells you "this is a quantum leap in XXX!", reply "so you mean to say it's the smallest possible change you can make?"

Re:It's not just the word "breakthrough"

[ConceptJunkie]

There's a simple test for this. Take a book written from a hundred years ago. Most of the time you will see far more complex use of language, with extensive use of appositives and panrentheticals, that actually can take much effort to parse, leave alone comprehend. Now being hard to read doesn't necessarily make something better, and maybe we are just better at communicating clearly, but I have found the these older texts often are really that much better. Compare "The Wind in the Willows" or even "Winnie the Pooh" to anything written for kids in the last 50 years... I think our use of language is deteriorating significantly. Compare the speeches of Presidents Bush or Clinton to those of, say, Churchill or Lincoln. You will find that even when modern speeches are succinct and inspiring, as some of Bush's have been, or long and detailed, as most of Clinton's were, that the eloquence and beauty of orations from past generations simply do not exist any more.

The very existence of widespread grammar and spelling errors (e.g., loose/lose, would of/would have, pluralizing with apostrophes) demonstrates to me that most people don't read very much if at all. Now good spelling is not always correlated with being well-read (one of the smartest and most well-read people, more well-read than I, that I know is a horrible speller), but when I see people claiming that they get all the useful information they need from sites like Digg or /., I can only conclude that those kinds of people are doomed to communicate at a highly illiterate level in perpetuity. Even if you were to read extensively from common magazines and newspapers, you will not be exposed to anything more than a very fundamental (read: 6th grade) level of proficiency with the language.

I've been recently reading a book of lectures given by Max Planck in the early 1900's. While the scientific content the first couple lectures isn't above anything a typical high-schooler could (or should) be able to understand, I found the level of sophistication of his language to be surprisingly high, and yet I get the feeling that this was typical in that context for 100 years ago. Maybe we are just better at speaking succinctly... I think that is in some part true... but mostly I think we are simply losing our ability to express ourselves as well as our forefathers, that we lack much of their skill to communicate nuance and abstraction.

A good recent example is the Pope's speech that caused such a stir. Now plenty of folks use any excuse imaginable to attack the Pope, and I doubt few if any of the people reacting with anger or violence even read (or even _could_ read) His Holiness' speech in its context and entirety. However, I cannot imagine that anyone with the capacity and will to actually understand what was said would respond with any criticism the like of which we've heard over the past few weeks. I found myself wishing for a thorough grounding in philosophy because I knew I was missing many of the implications of the Holy Father's words. My degree in Computer Science has done almost nothing to prepare me to consider the significance of Hellenistic thought and its relation and importance to modern faith.

Does it matter? It should, but public perception, as ignorant as it may be, ends up having a much stronger effect regardless of whether it is based on fact or not, and those people, civic, religious leaders or anyone with an opinion, who have something nontrivial to say will suffer, as do we all, from a society that is indifferent, or even hostile, to in-depth communication or a use of language beyond that of a small child.

You may have noticed that His Holiness expressed his sorrow for how his speech was received, not what he said. Far from being the usual weaselly apology of a politician who is only sorry he was caught, Pope Benedict correctly expressed the fact that the people who were angry did not, in fact, understand what he was trying to say. Could he have prevented this misunderstanding? Probably, but

Breakthrough is broken

[diodeus]

Can we also add "Revolutionary" to the list?

I disagree

[TheLink]

Actually in my opinion we haven't really made much progress in the recent decade at all.

1942 manhattan project
1945 first a-bomb, + hiroshima & nagasaki
1947 transistor invented
1949 Comet (passenger jet) Unveiled
1951 electricity from nuclear power plant
1952 US Airforce orders B52
1955 U2 Tested
1956 first O/S
1957 silicon wafer, FORTRAN, sputnik
1958-59 first IC, ALGOL, LISP
1961 VTOL, first man in space, CTSS
1962 spacewar computer game
1964 computer mouse & windows
1968 Douglas Engelbart demos the above, hypertext, collaborative computing and more
1969 feb Jumbo jet (747) first flight
1969 apr concorde first Mach 2 passenger jet first flight
1969 apr QE 2 ship first voyage
1969 Jul first man on moon
1969 Multics
1971 intel 4004
1972 C
1973 skylab, ethernet, UNIX, work on TCP/IP started
1974 Altair and Scelbi
1975 apollo & soyuz dock
1976 viking landings on Mars, Apple I, ethernet launched
1977 voyager 2 launched, Apple II, commodore
1978 visicalc, vi
1979 wordstar
1980 TCP/IP RFCs
1981 space shuttle, IBM PC
1982 BSD gets TCP/IP
1983 Apple Lisa
1983 "Unix Review compares six Unix-compatibles for IBM PCs"
1983 GNU project
1984 Apple Mac, X Windows
1985 Atari ST, Commodore Amiga, Microsoft Windows
#Stagnation starts
1986 chernobyl, challenger blow up
1988 stealth fighter
1989 stealth bomber
1990 WWW (hypertext revisited)
1991 Linux started (UNIX rehash)
1992 Windows NT, NetBSD, FreeBSD
1993 Mosaic
1994 webcrawler
1995 Windows 95, Altavista
1996 pathfinder mars rover/lander (viking rehash)
1997 google (good but not really a great leap )
2003 spirit+opportunity mars rovers

Looking at the past 10-20 years I can say there really hasn't been as many leaps. Most are just rehashes of the same thing done before. Some not actually done better just more popular. Linux is just UNIX revisited. Just go look at the video of Douglas Engelbart's demo in 1968 and you'll see we haven't really made that many advances in the computing fields.

As for aerospace:

All NASA can do is try to stop the space shuttles from blowing up.

They're talking about going to the Moon again (so 1960s). Then there was all that fuss about sending probes to mars. Oh wow, like wasn't that done in 1976?

Then there's the supersonic jetliner and big passenger jet... Heck the 747 design is still being used to this day (and it works pretty well too).

Only thing new so far is the space tourism innovation by the Russians. Where on a regular schedule anyone reasonably fit and healthy with USD20 million bucks can go to space.

Automobile tech? No breakthroughs. Now if there's practical gasoline/hydrocarbon fuel cell+filter that'll be a breakthrough.

Nuclear fusion/fission? No significant progress at all.

They've already spent billions and decades on hot fusion with not much to show for it, maybe they should just spend a bit more time and money investigating the cold fusion stuff - even if it isn't fusion, there's evidence that it could be an interesting phenomena. Or just spend some billions to make fission better.

AI has been a field for bullshit artists.

But medical tech has had some advances. You can now actually implement brain augmentation, telepathy and telekinesis with current communications/computing and medical technology. But the DMCA, RIAA and MPAA etc may hold the progress back in that field (they'll want a penny for your^H^H^H^H_their_ thoughts or more). And then there's the threat of lawsuits of course.

Still TB and many other diseases seem to be threatening to make a comeback, so it's not been that great either.

Lifespans are up mainly because infant mortality is down, and ER treatment is much better.

Now, tell me of something really innovative in the past 10 years. No hypersonic jetliner to be seen. When the Concorde came out it was definitely not a rehash. The first man on the moon in 1969 was not

Re:I disagree

[jmp_nyc]

True breakthroughs in technology are best identified the way economists identify recessions -- that is to say after the fact.

The biggest innovations come from basic research, and one of the common characteristics of basic research is that the researchers don't know what they're looking for, they're just looking.

Just look at some of the examples you point to that we use in everyday life. The way in which most of the western world functions right now would be substantially different without all sorts of things that people barely noticed at the time researchers discovered the last piece that fell into place to make it a reality.

No, we don't have a cure for cancer yet, but there's no saying that when a cure for cancer comes around it won't turn out that the discovery depended on technologies developed over the last 25 years.

For a perfect example, look at RSA encryption. The major innovation of RSA was to pair together a couple of extremely old math tricks that had previously been thought of as cute but useless. Does that mean that the breakthrough for RSA should be credited to Fermat or Sun Tzu? It certainly took until the last few decades to recognize the value of their work...
-JMP

Such a cynical outlook...

[Vr6dub]

Here are a few off the top of my head... - explosion of the cellphone, wireless in general I guess, allowing people and business to stay connected 24/7 everywhere (good or bad depending on how you look at it)

- GPS

- nanotech

- cloning

- lasik eye surgery (one of the greatest inventions in the world if you previously had poor eyesight)

- global finance

- advances in manufacturing materials (polymers, alloys, etc.)

- You seem to ignore the internet as a whole. While the bits and pieces examined by themselves are not technological breakthroughs, the system as a whole has COMPLETELY changed the way in which our world communicates and does business. To ignore the impact it has had is shortsighted.

- the Patriot missle system

- Wordstar...you included a damn word processor on your freaking list!! I understand it was popular at the time but come on man! I believe all the medical breakthroughs in the last 10-15 years trumps that silly word processor. Oh that's right, you live inside a small bubble consisting of space and computers. Nothing EVER happens outside of those two subjects.