There is something deeply tragicomic about Vidra's role in this. I know nothing about the man, and it would be too easy to disparage him on this basis of this report; one should presume that he has management and organizational skills well suited to an executive position, and one should not forget that he seems to have been completely hamstrung by the owner's ill-fated activism and engagement with the magazine, whatever his own faults might be.

That said, two items strike me. The first is that he comes across as stunningly tone deaf in this circumstance; unless I am reading pure calumny, it seems that he did not consider what a corrosive effect a jargon-heavy, non-committal communication style would have when dealing with people who were deeply, professionally engaged with the meaning of words. Nor does he seem to have understood that he was in a situation where he was starting with zero social credibility and would need to establish social credibility in order to do his job.

The second is that this was a situation in which he was facing the least fungible workers imaginable. All TNR had, besides the cheques for the current subscriptions, was the culture and society that had built up around it: most specifically that this particular small social network, consisting of these people, had as its central focus, source of wider status, and raison d'etre the writing down of words in exchange for money under the masthead of this particular little magazine. There are no factories, nor even inventories. There are no repositories of source code. There are no patents or significant intellectual property rights. The people he alienated were completely integral to the product he was undertaking to make profitable.