A tool for using people

Kant asserted that morality demands that human beings, being rational creatures, be treated as ends in themselves and not as instrumental, as mere means to an end. Klout represents a complete repudiation of this principle, as Klout aspires to help organizations identify those who “drive action” and therefore should be targets—objects—of organizations’ efforts to achieve their fund-raising, marketing, or public relations goals.

I don’t have in principle any objection to services that aspire to recommend things: Is this paper worth reading? Is this album worth buying? Is this movie worth watching in a theatre or should I wait for the video or give it a pass entirely? Klout’s goal is entirely different, focused on answering the following question, for a given person: Is trying to exploit this person worth your time and money?

Klout is to the social fabric as Groupon is to commerce. If you appreciate a business and want it to succeed, you don’t want them to use Groupon. Groupon’s clients are its victims. Similarly, Klout is trying to make a high score akin to a “Use Me!” sign on one’s chest. That some are complicit in their objectification doesn’t make it right, just more depressing.