Views are the most visible metric on the internet. You can see, in more or less real time, how many views something got on YouTube, Instagram, TikTok, Facebook, and most other video platforms. X tracks views for every single thing you post, as does Threads. A view is the universal currency of success — more views, more fun.
Technology
On TikTok, YouTube, X, and everywhere, ‘views’ are lies
But it’s all nonsense. Views are nothing. Views are lies.
You may not need me to remind you of this. We’ve known for years that view counts are meaningless, to the point that Facebook wound up getting sued for aggressively inflating view counts in an effort to convince people to make Facebook videos. Others have written thoughtfully about how stupid view counts are. But we still talk about view counts, view counts are still everywhere, so let’s talk once again about view counts.
A “view,” in reality, is not a universal metric. It’s not really anything. It is whatever a platform wants it to be, which usually has no actual correlation to whether someone actually encountered and experienced a piece of content. You can just make the views whatever you want! And if you don’t like the way the numbers look, make views something else!
Let’s just run through a few of these, shall we? The simplest ones to understand are the social platforms: Instagram, TikTok, and (as of last week) YouTube Shorts all count a view the second a video starts playing. This is objectively absurd. Every time you scroll, even if you immediately jump to the next video, the platform logs that you watched the video the same as if you’d seen the whole thing. That’s like saying, if you’re in a Best Buy and you walk past a TV playing Pirates of the Caribbean: At World’s End, you’ve now technically seen Pirates of the Caribbean: At World’s End. Congratulations, you’re a pirate.
In a way, though, that ridiculously easy bar to clear is actually a more accurate measure than some others. On Facebook, for instance, a view is defined as “the number of times a reel or video was played, plus the number of times photos or text were on screen.” Since videos autoplay all over the platform, those two metrics are effectively the same thing. The metric is so unhelpful that Facebook actually offers creators two other numbers: three-second video views, also known as “people who pressed play,” and one-minute video views, which is at least slightly closer to “people who actually watched this thing.” Those numbers aren’t public, though, because they’d be much lower.
The view has been the universal Meta metric since last fall, when Facebook combined all its other performance and engagement metrics into just one. For photos, text posts, and Stories, the company wrote in a blog post, “Views are calculated as the number of times they appear on a person’s screen, including repeat views.” That used to be a different metric — your content being presented to someone was known as an “impression,” but they had to interact with it in some way before it became a view. Now it’s just views.
The idea that everything in your feed counts as a view is pernicious, and it’s everywhere
The idea that everything in your feed counts as a view is pernicious, and it’s everywhere. As you scroll on X, every single post on your feed gets a view as it flows up and off your screen. Posts that appear in search results, on someone’s profile page — anything that shows up on the page appears to be considered “viewed.” X’s documentation on post views is sketchy and vague, but its video rules are pretty straightforward: if the video was playing for at least two seconds, and half of the player was in view on your screen, then that counts as a view. All these videos play automatically, so we’re back to the same thing: if it loaded, you viewed it.
The reason so many companies have embraced such stupid metrics is both simple and self-reinforcing. If you’re the platform that counts views in a way that actually reflects reality, your numbers will be lower. Creators might see that, decide your platform doesn’t have the juice, and start posting somewhere they’ll ostensibly get more eyeballs. Advertisers might worry that they’ll be broadcasting to dead air. On the social web, momentum is everything, and sometimes you have to lie about the size of your party to get the first people in the door.
In this way of defining views, the platforms also have all the control. Think about it: you don’t press play to get the video going, and you don’t have to stick around for it to count. Whatever the platform wants to get views, gets views. There is no step two, no intermediary, no actual matching of content and audience. There are just… views.
Even the Hollywood types are being pulled into the vortex of made-up view counts. Netflix once clocked a view only after you’d completed 70 percent of something — which, I should point out, is the closest thing to actually tracking whether you’ve watched something of any metric we’ve discussed so far. Now, it only takes two minutes for Netflix to decide you’ve watched something. Netflix actually picked two minutes because it’s “long enough to indicate the choice was intentional.” First of all, no it’s not. Second, Netflix knows how much you actually watched! It just wants the numbers to be higher — around 35 percent higher than under the previous metric, Netflix admitted.
Ironically, Netflix is one of the few streamers that explains how it calculates views at all; most keep their metrics quiet, so they can say things like “it was a huge hit!” without having to provide any actual information. Even YouTube is cagey about its calculations: it’s generally accepted wisdom that you have to watch 30 seconds of a standard YouTube video for it to count as a view, but if that’s official policy I sure can’t find it anywhere.
It is incredibly obvious, by the way, that all the companies peddling these fake numbers know what they’re doing. If they thought public-facing view counts were legit, they’d offer those same numbers to creators and advertisers. Creators typically get to see non-public data like watch time and actual interactions, but even they are consistently being given less and less to work with. Advertisers, though, have the run of the place: YouTube and other platforms still track impressions separately from views, but only for ads. (YouTube may count every Shorts scroll as a view publicly, but it only pays creators for what it calls “Engaged views.”) Many platforms even tell advertisers how many people watched a quarter, half, three-quarters, or all of a video. The platforms themselves are collecting all this data and more, of course, in an effort to better tune the algorithm. They know the answers! But they’ll never show them to you.
We’ve been doing this whole internet thing for a while now, and it’s pretty clear that just about all the metrics are bad. They’ve turned the internet into a game to be won, a system to be gamed, a race to the biggest numbers even when the numbers don’t mean anything. Maybe we’d all be better off without the numbers, but they’re not going anywhere. So all we can do is remember: “views” are not views. Views are lies.
We’re retiring our oldest plans, some of which were built nearly 15 years ago – in the 3G and 4G eras, and well before our 5G network was fully deployed. Customers will transition to modern plans that provide access to America’s best wireless technology, enhanced features and a 5-year price guarantee for peace of mind. Some customers will see no change to their monthly bill, while some will see a modest adjustment. Every customer moved to a new plan will keep their current benefits while gaining improvements in network and service experiences.
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Buying a hunting or fishing license should feel like one of the safest things you do online. You pick the license, pay for it and get ready for your next trip outdoors. But now, a cyberattack tied to the Texas Parks and Wildlife Department has put personal information for more than three million license customers at risk.
The agency says the attack hit a vendor that handles the sale of hunting and fishing licenses. Texas Cyber Command detected the incident, and the state says an unauthorized actor may have obtained personal data from customer profiles. That is the part that should get your attention. Even when credit card numbers and Social Security numbers are spared, your license details, phone number and home address can still give scammers a lot to work with.
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FBI WARNS MICROSOFT USERS ABOUT PASSWORDLESS SCAM
Millions of Texas hunting and fishing license holders are being urged to monitor their accounts after a vendor cyberattack exposed sensitive personal data. (Photo Illustration by Thomas Imo/Photothek via Getty Images)
What happened in the Texas Parks and Wildlife data breach
The Texas Parks and Wildlife Department says its license system vendor was hit by a cybersecurity incident.
The agency says the investigation found that an unauthorized actor may have obtained data tied to 3,087,721 Texas hunting and fishing license customers.
TPWD did not identify the vendor in its public notice. However, it says it has strengthened access controls for customer profile data and plans to add more security features.
In other words, this involved a state license system connected to millions of people.
What information may have been exposed
TPWD says the exposed information may include:
- Driver license information
- Passport numbers, if provided
- Email addresses
- Phone numbers
- Residential addresses
That mix of data can help criminals sound convincing. A scammer who knows your name, phone number, home address and license-related details can make a fake call or email feel very personal.
The agency says Social Security numbers, dates of birth and financial information, including credit card details, were not obtained. TPWD also says there is no evidence that customers under 18 were involved or that any specific group was targeted.
Still, this breach should not be brushed off. Driver license information and passport numbers can create serious problems if they fall into the wrong hands.
Why this breach can still put you at risk
You might hear that hackers did not get credit card numbers and breathe a sigh of relief. I get that. But scammers do not always need your full financial file to cause trouble. Personal details can help them impersonate a state agency, a license vendor or even a bank. One message may claim there is a problem with your license account. Another may ask you to “verify” your identity. A fake link can also look official enough to trick someone who is moving fast.
That is where this kind of breach gets dangerous. The more a scammer knows about you, the easier it becomes to lower your guard. A fake message that includes accurate personal details can feel legitimate, especially if it shows up right after a public breach.
What Texas Parks and Wildlife says it has done
TPWD says immediate steps were taken to strengthen access controls for customer profile data. The agency also says it is working with the license system vendor to add more safeguards and enhanced monitoring.
In a statement to CyberGuy, TPWD said, “We recognize the seriousness of this issue and have identified and implemented additional security options to better protect customer information. Many of our staff are hunters and anglers and were affected by this incident. We are committed to working with the license system vendor to implement increased safeguards.”
Fishing guide Mike McBride of Port Mansfield, Texas, adds a third fish to his catch of redfish in the Lower Laguna Madre. (Bob Hood/Fort Worth Star-Telegram/Tribune News Service via Getty Images)
TPWD also said license sales will continue on schedule for August and the next license year, adding that it believes “current and future customer data are not at risk.”
That means customers should be able to buy hunting and fishing licenses as planned while the state works through the fallout from the breach.
Who should take action now
If you bought a Texas hunting or fishing license, use this breach as a reason to check your accounts and tighten your identity protections.
Affected customers can confirm eligibility for one year of free credit monitoring by calling the dedicated response line at 844-959-7123.
The enrollment deadline is Sept. 14, 2026. The call center is open Monday through Friday from 8 a.m. to 5:30 p.m. CT.
Do not wait for a suspicious charge or strange letter to show up. Breach cleanup works best when you act before someone tries to use your information.
How to protect yourself after the Texas Parks and Wildlife data breach
If you bought a Texas hunting or fishing license, these steps can help you reduce your risk and spot suspicious activity early.
1) Sign up for credit monitoring or consider identity theft protection
If you are eligible, sign up for the free credit monitoring before September 14, 2026. Credit monitoring can alert you when new credit activity appears in your name. It will not stop every type of identity fraud, but it can give you an early warning. If you were not affected by this breach, now is still a good time to consider identity theft protection. These services can help monitor your personal information, alert you to suspicious activity and guide you if someone tries to use your identity. See my tips and best picks on Best Identity Theft Protection at Cyberguy.com
2) Freeze your credit
A credit freeze is one of the strongest moves you can make after a breach. It makes it harder for someone to open a new account in your name. You need to freeze your credit separately with Equifax, Experian and TransUnion. It is free. You can also lift the freeze when you need to apply for credit.
EMPTY ENVELOPES IN YOUR MAILBOX? DO NOT SCAN THAT CODE
Texas officials say a vendor breach may have exposed driver’s license information, passport numbers and contact details, but not Social Security numbers or payment information. (Photo by Philip Dulian/picture alliance via Getty Images)
3) Add a fraud alert
A fraud alert tells lenders to take extra steps before opening new credit in your name. You can place a free one-year fraud alert by contacting one of the major credit bureaus. That bureau should notify the other two. This is a good option if you want extra protection but are not ready to freeze your credit.
4) Report identity theft if something looks wrong
If you see signs that someone used your information, report it right away. That could include new accounts you did not open, strange letters about benefits, unfamiliar bills or credit checks you do not recognize. The FTC’s IdentityTheft.gov can help you create a recovery plan based on what happened.
5) Remove your personal information from people-search sites
Your name, address and phone number may already appear on data broker sites. A breach can make that exposure feel even more personal. A data removal service can help reduce how much of your personal information appears online. You can also manually request removal from major people-search sites. Check out my top picks for data removal services and get a free scan to find out if your personal information is already out on the web by visiting CyberGuy.com.
6) Watch for driver’s license misuse
Because driver’s license information may have been exposed, pay close attention to anything tied to your ID. That includes notices about duplicate licenses, address changes, traffic issues, government benefits or accounts you did not request. If something feels off, contact the proper agency directly. Do not use a phone number or link from a surprise message.
7) Be careful with passport-related scams
If you provided a passport number, be extra cautious with calls or emails that claim there is a problem with your passport or travel documents. Do not give out personal information to someone who contacts you first. Go directly to the official agency website or call a verified number instead.
8) Watch for fake TPWD messages
Scammers may use this breach as bait. Be careful with any email, text or call that claims to come from Texas Parks and Wildlife, a license vendor or a credit monitoring service. Do not click links from surprise messages. Go directly to the official website or call the dedicated response line instead.
9) Use strong antivirus software
Scammers may use this breach to send fake emails, texts or links that look official. Strong antivirus software can help block malicious links, detect phishing attempts and warn you before you download something dangerous. Keep it updated on your phone, tablet and computer so it can catch newer threats. Get my picks for the best 2026 antivirus protection winners for your Windows, Mac, Android and iOS devices at CyberGuy.com.
10) Do not share verification codes
If someone calls and asks for a code sent to your phone or email, stop. That is a major red flag. Scammers use those codes to get into accounts. No legitimate support agent should pressure you to hand one over.
11) Check your financial accounts
Even though TPWD says financial information was not obtained, you should still review your bank and credit card statements. Look for small test charges, unfamiliar subscriptions or anything that seems off. Report suspicious activity right away.
12) Use strong passwords and two-factor authentication
This breach does not appear to involve passwords, but scammers may use exposed personal details to target your other accounts. Use a password manager to create strong, unique passwords. Turn on two-factor authentication (2FA) for important accounts, especially email, banking and shopping accounts.
WORLD CUP TICKET SCAMS TARGET DESPERATE FANS
A cyberattack tied to a Texas Parks and Wildlife Department vendor may have exposed the personal information of more than 3 million hunting and fishing license customers. (Photographer: Daniel Acker/Bloomberg via Getty Images)
Kurt’s key takeaways
This breach is a reminder that everyday government transactions can carry a lot of personal data behind the scenes. You may think of a hunting or fishing license as a routine purchase. But the information connected to that purchase can include driver’s license details, passport numbers, phone numbers and your home address. That gives imposters enough context to make a scam sound believable. The best move now is to stay ahead of it. Use the official response line, sign up for monitoring if you qualify, freeze your credit and be extra careful with any surprise message about your license or identity. The vendor may have been the target, but Texans are the ones left watching their information.
Should state agencies be required to publicly name vendors after a breach this large, or would that make future investigations harder? Let us know by writing to us at CyberGuy.com.
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First announced over a year ago in April 2025, the Busy Bar will be available for purchase starting on July 14th when the device also starts shipping. Created by the same team behind the Flipper Zero wireless multitool, the Busy Bar is instead described as a “productivity multitool” that relies on a pixelated LED display to help reduce distractions and improve focus. The first 3,000 units purchased on July 14th will be discounted to $199, but the Busy Bar will normally retail for $249. Those who previously joined the Busy Bar waitlist will still be able to purchase one next month for $179.
The Busy Bar looks a lot like an alarm clock, but it’s designed to be used on a desk, perched atop a monitor or cubicle wall, or mounted to a wall or door. When installed in a place where it’s visible to coworkers, family, or roommates, the Busy Bar serves as a status display letting others know when you’re focusing on a task and shouldn’t be distracted.
At the push of a button, the Busy Bar will display a highly visible status message on its 72 x 16 LED pixelated screen that can include a countdown timer so potential distractors know when you’ll be available again. Alongside the status display, the Busy Bar can start a Pomodoro timer and mute notifications on other devices. The Busy Mode can be set to automatically activate through custom triggers, including when you join a phone call, start streaming, begin recording audio, or just open a specific app. It’s also Matter-compatible, allowing it to trigger smart home automations when you need to focus, such as dimming lights or playing music on a speaker.
Flipper Devices has created an open API for the Busy Bar so developers can create their own third-party apps to expand its usefulness and capabilities. You can potentially tie it into an office’s scheduling system to indicate when meeting rooms are booked or available, for example. There will also be accompanying apps available for the device on iOS, Android, macOS, and watchOS, with a native Windows app planned for later this year.
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