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The blogroll is all wordplay based on Borges' Celestial Emporium (https://en.wikipedia.org/wiki/Celestial_Emporium_of_Benevole...).

He needed links to categorise as 'those belonging to the Emperor' so I guess linking to the neo-monarchists was too good an opportunity to pass up.

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This actually sums up my feeling when read the NYT article: reporter wades into a sub-culture only kind of understands what is going on but sees words and reports on them for the "general" audience. The article feels very... surface level, like the reporter didn't really read much of the blog or didn't think it was worth engaging with. The meat of the story is linking to prominent tech figures and the blog is this curiosity side piece that links the two.

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