In this age of video, content producers are simply scratching the surface. The listicle is a lazy form of epistemological reductionism. The writerly community has an important role, in rebuking the age of alt facts, circulating over social media. Scholarship always has a legitimate space. It takes time, imagination and argument to craft theory. Theory ruptures the entire reconfiguration of everything around us to create income, efficiency and outcome. What is the outcome for radical non marketable thought ? Thinking new futures for sustainability in an non oil era, in the electric car paradigm will need a new language, away from the excel sheet, to engage the past, present and future in a continuum. Thinkers believe in more than mere citational engagement; value created is long term. Quarterly capitalism needs to be decoupled from the structures of knowledge production at best.