Zone One

Forlorn Tribeca. Mark Spitz tracked west on his uptown sojourn and as he passed the corner lounge where he’d met Jennifer for drinks once after work, he allowed that it was possible his subconscious steered. At ten o’clock the bouncers dragged out the velvet rope and started choosing survivors, but early evening the attitude merely simmered. (Another barricade: sorting the sick from the healthy.) Happy hour was impenetrable, as bedraggled drones convened on stools and soft, low-slung couches, whipping out the measuring tape to see who had the biggest complaint and trying to forget that the minute you bury the miserable day it rises from its coffin the next morning, this monster. Jennifer’s invite text received an eager response. She was a quick drinker who bullied and heckled her comrades into keeping pace. She’d make sure he got a full dose of medicine.

His job hadn’t been unduly bothersome; mostly he hated the commute from the Island and the sense of being becalmed. He worked in Customer Relationship Management, New Media Department, of a coffee multinational. A college buddy tipped him to it: “You’ll be perfect. It doesn’t require any skills.” The coffee company started in the Pacific Northwest with a single cafe and a proprietary roasting process, inquiries about which never failed to bring a thin, curious smile to the owners’ lips. One storefront divided into two, a dozen brick-and-mortar locations metastasized into an international franchise entity with a disposition, underdog yet indomitable, hawking paraphernalia that articulated in physical form the lifestyle philosophy the customer had unknowingly subscribed to years before, through a hundred submissions and tacit oaths, and was now fully ripened. Every package of beans brewed in the logo-dappled paraphernalia reminded you of the larger mission and the nation-state of like minds. Your home was your own personal franchise. Didn’t even have to post a sign in the bathroom reminding you to wash your hands.

The enchanted beans were organically farmed and humanely picked, the marketing uncanny in its engineering and ruthless in its implementation. It was his job to monitor the web in search of opportunities to sow product mindshare and nurture feelings of brand intimacy. As his supervisor put it. This meant, he soon learned, scouting websites and social-media apparatus for mentions of the brand family, and saying hello. He dispatched bots into the electronic ether, where they mingled among the various global sites and individual feeds, and when the bots returned with a hit or blip, he sent a message: “Thanks for coming, glad you liked the joe!” or “Next time try the Mocha Burst, you’ll thank me later.” He perched on the high-tension wires like a binary vulture, ancient pixilated eyes peeled for scraps. When he saw meat, he pounced. Sometimes the recipient responded, sometimes not.

The denizens of the void, chewing on their tails, compulsively broadcasting the flimsy minutiae of their day-to-day on personal feeds and pages, didn’t have to name the products directly. The pale, thin boys two floors down in Implementation broadened the keywords to encompass the entire matrix of coffee consumption and coffee-philic modes of being so that references to caffeine, listlessness, overexcitement, lethargy, and all manner of daily combat preparedness pinged his workstation, whereupon he dispatched a “Why don’t you try our seasonal Jamaican blend next time you’re in the ’hood?” or a “Sounds like you need a hearty cup of Iced Number Seven!” He rationed exclamation points, cursed them by lunch, fell in love with them anew.

The company software kept tabs on his clients, as they were called, so that if they mentioned a birthday celebration or meaningful life event months later, he transmitted a frothy “Many more!” and offered a gift card redeemable in the contiguous states. Or a “Sorry about the breakup-sounds like it wasn’t going to work out anyway” and a gift card. It felt nice to send out a gift card, providing they sent him their info via secured connection. He was instructed to push the gift cards a certain number of times each day. They were a bit of a racket, when you added up the lost cards, the expirations, and the thirty cents left over here and there that was never used up.