Essentially, however, Coca-Cola is a standard product
and it is expected to have a standard taste. When it does not, we
know that the product is not the real thing. Unlike wine, Coca-Cola
admits no nuances and no debate: either a glass of Coke is Coke,
or it is not. If Heidegger had ever considered that something like
Coca-Cola might exist, the quintessential Gegenstaendigkeit of this
American drink would have supplied him with an endless source
of inspiration for his musings on the debasement of the modern
technical object (or, by contrast, on the “thingly” worth of Bavarian
beer).

The Alphabet and the
Algorithm

Mario Carpo

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