I don't know why but a recent Etsy email irked me, although I couldn't quite put my finger on it. I know it started with the email subject being "Buzzworthy" - and it didn't seem like something I'd expect from Etsy. I guess I feel like Etsy has stuff for everyone, all the niches, and everyone does their own thing. I get that there are trends but I felt like Etsy was kind of "for everyone".
So at first I thought, "It's Etsy. How dare they try to sell specific stuff they chose to me." But that's why I get these emails, right? To see stuff they feature, to introduce me to new Etsy sellers and products? If so, what's wrong with "Buzzworthy" as the title? I think it's because it makes them sound more cool-hunting than I originally thought them to be. It makes them seem more fast-fashion than I think they want to seem. More cycles of stuff to contend with, just like regular retail. Like, I don't mind their staff picking out what they think is cool, or looking at an Etsy treasury (do those still exist?) -- but "buzzworthy" makes me feel like they're telling me what I should want to buy.
The truth of it is, they have been telling me what to buy with these featured product emails all along. I think this word just jumped out at me and made me finally realize how much Etsy is like so many other retailers. I know I have a post a while back about the holiday Buy Handmade pledge -- I don't believe handmade is always the answer for functional stuff, and sometimes the quality just isn't there with some newbie vendors but it gets celebrated anyway because it's handmade, which I think is BS. So while it's great to be buying handmade on Etsy, it's still more stuff and it doesn't get a free pass. It's still consumption. And maybe I forgot that for a little while.
The TL;DR: Etsy is retail and it tries to sell you crap.