A tech goon named Joe DeLuca spent his holidays creating VAPORfy, to identify AI writing that “can sound important without saying much. That’s when they become vapor.”
Not sure why he calls VAPORfy a “Vapor Maximization Platform”—wait, isn’t vapor bad?—but I pasted in the copy from a Boots post last week.

I felt great about that, until I realized that I had turned to a computer program to assure me I write like a human being—a program that another person had created, to … help me?
Postscript. A little correspondence with Joe DeLuca reveals, according to DeLuca, “it’s a joke. Just a little experiment and commentary on the use of AI in business communications. Try the maximize button, if you haven’t yet!”
So I did. I took the same no-vapor Boots post from last week, and applied full vapor to it. The machine had a hard time really ruining my piece. It changed the lead from:
“So much writing I see seems to assume the reader is automatically bagging whatever the writer is mowing. In which case, why are you writing it in the first place? And why are they reading it?”
to
“So much writing I see seems to assume the reader is automatically coherent with whatever frequency the writer is broadcasting. In which case, why are you transmitting it in the first place? And why are they receiving it?”
And it changed the ending from
“I’m urging writers who want to achieve more than filling LinkedIn and other electronic shitcans with happy blather that moves no one: Write it like they hate you.”
to
“I’m urging writers who want to achieve more than filling LinkedIn and other electronic substrates with presence that awakens no one: Write it like they hate you.”
So the vaporizer took a little of the color out of the beginning and the end, and mostly left the middle alone.
“You know who likes AI,” my art teacher wife said to me absentmindedly the other day in the car. “People who aren’t creative.”




