From the archive

Don't be like Durov

So here’s the question: why do people keep believing guys like him? Because it’s convenient to believe in a “hero.” It’s convenient to think there’s someone “like us” among the billionaires. When in reality he’s playing you like kids, selling an image rather than the truth. Want to be like Durov? Go ahead. Just be prepared to spend your whole life wearing a mask. Pretend. Lie beautifully. Act like you’re “special.” And be miserable while doing it. Now, pay attention. If you’re reading this and right now getting offended on Durov’s behalf, it means he’s already bought you with his image, bought you like some whore. You're his fan, his tool, and part of his success. You look at his photos and think, "This is how I should be." And at that moment, he's counting the money he got from you — for your subscription, for your attention, for your illusions.