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McCollum's brute force attack on "creativity," ironizing uniqueness with its interminable variation, like try and stand out in this crowd kid, pulling out the cornerstones of value with machine made uniqueness, the scary "algorithm," and handcrafted replaced with stand-ins, surrogates, and stage props. Making uniqueness bland. How cruel. Showing on the doll where the creativity hurt him. It all ends in death. Did you think your bones were unique. etc.
See too: Rob Pruitt at MOCAD