Really good Twitter thread originally about Elon Musk and Twitter, but also applies to Netflix and a lot of other corporations.
Full thread. Text transcription under cut.
John Bull @garius
One of the things I occasionally get paid to do by companies/execs is to tell them why everything seemed to SUDDENLY go wrong, and subs/readers dropped like a stone. So, with everything going on at Twitter rn, time for a thread about the Trust Thermocline /1
So: what's a thermocline?
Well large bodies of water are made of layers of differing temperatures. Like a layer cake. The top bit is where all the the waves happen and has a gradually decreasing temperature. Then SUDDENLY there's a point where it gets super-cold.
That suddenly is important. There's reasons for it (Science!) but it's just a good metaphor. Indeed you may also be interested in the "Thermocline of Truth" which a project management term for how things on a RAG board all suddenly go from amber to red.
But I digress.
The Trust Thermocline is something that, over (many) years of digital, I have seen both digital and regular content publishers hit time and time again. Despite warnings (at least when I've worked there). And it has a similar effect. You have lots of users then suddenly... nope.
And this does effect print publications as much as trendy digital media companies. They'll be flying along making loads of money, with lots of users/readers, rolling out new products that get bought. Or events. Or Sub-brands.
And then SUDDENLY those people just abandon them.
Often it's not even to "new" competitor products, but stuff they thought were already not a threat. Nor is there lots of obvious dissatisfaction reported from sales and marketing (other than general grumbling). Nor is it a general drift away, it's just a sudden big slide.
So why does this happen? As I explain to these people and places, it's because they breached the Trust Thermocline.
I ask them if they'd been increasing prices. Changed service offerings. Modified the product.
The answer is normally: "yes, but not much. And everyone still paid"
Then I ask if they did that the year before. Did they increase prices last year? Change the offering? Modify the product?
Again: "yes, but not much."
The answer is normally: "yes, but not much. And everyone still paid."
"And the year before?"
"Yes but not much. And everyone still paid."
Well, you get the idea.
And here is where the Trust Thermocline kicks in. Because too many people see service use as always following an arc. They think that as long as usage is ticking up, they can do what they like to cost and product.
And (critically) that they can just react when the curve flattens
But with a lot of CONTENT products (inc social media) that's not actually how it works. Because it doesn't account for sunk-cost lock-in.
Users and readers will stick to what they know, and use, well beyond the point where they START to lose trust in it. And you won't see that.
But they'll only MOVE when they hit the Trust Thermocline. The point where their lack of trust in the product to meet their needs, and the emotional investment they'd made in it, have finally been outweighed by the physical and emotional effort required to abandon it.
At this point, I normally get asked something like:
"So if we undo the last few changes and drop the price, we get them back?"
And then I have to break the news that nope: that's not how it works.
Because you're past the Thermocline now. You can't make them trust you again.
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“Hey. Uh, Johnny?” Danny said awkwardly, “What does it mean when one of the older ghosts calls you their favored and why does it freak people out?”
Johnny 13 gave the halfa a bewildered look, “Dude. Didn’t you listen to Death? At all?”
“Death?” Danny scrunched his face, “What do you mean? I don’t…”
“Wait.” Johnny straightened, “You’ve talked with Death, right? She explained-?”
Danny shook his head, confused, “Was I supposed to?”
“When you first died, she’s supposed to appear. She gives a whole spiel and then transfers a bunch of information.” Johnny frowned, “She did it for Plasmius, so it’s not a halfa thing.”
“Oh.” Danny looked down, “What if… What if someone died and came back a few times very quickly? Would that… Would that cause any problems?”
Johnny stilled, horrified, “Ok. Look, do you want to talk about your death? Because I’m not asking if you don’t, but...”
“I guess…” Danny said, “So you know that my parents made the portal, right?”
“Yeah.” Johnny said.
“They’d been trying to do it for a long time. Plasmius actually worked with them for a while back when they were in college. It’s why all of their tech is similar in design.” Danny explained, “They built the thing, plugged it in, turned it on… and nothing.”
“But it works now.” Johnny frowned.
“Yeah. It does.” Danny nodded, “But remember my friends? Sam and Tucker?”
“The edgy emo and the computer geek?”
“As Sam’s friend, I am obligated to inform you that she is goth not emo… but yes, those two.” Danny smiled sadly, “My mom and dad were upset. They left the house and Jazz was working her shift at a library. The whole house was empty and I was… you know. A normal teenager home alone.”
Johnny snorted at that, “Ah yes. A completely normal teenager
“Yeah, yeah. The point is, the first thing I did after being left home alone was call my friends over.” Danny rolled his eyes, “Told them what happened and… It was Sam who suggested we go down there first — she’s always been into ghost and occult stuff — and look around. Tucker was down, because it was tech even if we didn’t think most of the tech would work. He wasn’t going to pass up the opportunity to mess around with it. Jazz had given me some lectures on lab safety — my parents don’t usually follow it themselves — and I had a bad feeling so I put on the Hazmat suit.”
“That’s not a superhero costume you came up with?” Johnny asked, eyes widening.
“No, um. It’s a hazmat suit. The only way I changed my form was the insignia and even then that was Sam’s idea.”
“Oh.”
“Yeah, but um….” Danny paused, “We wound up standing outside the portal. It wasn’t working or anything, but there was a big spooky metal hole in the wall. You know, the kind of thing you’d expect in sci-fi movies. Sam dared me to go in and I was nervous. That bad feeling just intensified, but again — fourteen. I wasn’t being smart about it. So… I went into it. I kept going and it was dark. I was turning back when I tripped and I flailed. Accidentally hit some button that was on the side and it turned on.”
Johnny took a sharp breath.
“And um. Did you know that the portal takes a lot of electricity to start up?” Danny joked weakly, “Took three blocks worth. Um, lots of ectoplasm, too — from both the zone and the artificial stuff my parents use.” He shuffled, “So um, turns out both those things can revive and kill people. So I just kind of — died and revived a lot until it turned on and basically spat me out into the lab.
“That’s - Kid…”
“So um, maybe since I was dying and reviving so much death didn’t have a chance to fill me in? Honestly, would have like the heads up.” Danny said sheepishly, “I didn’t even understand what had happened until ghosts started coming through the portal.”
“Seriously?”
Danny shrugged, “I mean, I kind of suspected. I was falling through floors. It was hard to ignore, but I didn’t know - My parents are good inventors, but not the best scientists and it made things hard to figure out.”
“What? You bought that whole non-sentient BS?”
“No.” Danny shook his head, “I just didn’t buy any of it — and I mean none of it. I wanted nothing to do with the whole thing. The whole town thought my parents were crazy, they were always in the lab working, and I only ever saw them briefly once or twice a day. Don’t get me wrong. They’re still my parents and I love them, but… they have two big priorities. Their work and their kids. Their work is just… a higher priority to them.”
“Oh.” Johnny cringed, “Oh. Kid…”
“So yeah. Life sucks. Death sucks… but I really need to know what to do and why Ember is freaking out over me being called ‘favored one’.”
“Uh, right.” Johnny paused, “Well, it’s like old ghost language. Um. Basically, it’s like being called a really, really close friend or adopted family. Kind of like… ‘hey, this is my person that I love and protect’. It’s platonic unless they specify otherwise.”
“Huh, okay.” Danny blinked, “That makes sense, but why would Ember freak out?”
“Well… who called you that?”
“Oh! Clockwork and Pandora call me that when I visit.”
Johnny blanched, “What?”
“And now you’re freaking out, too.”
“You’ve been just- Kid! Are you just casually talking to them?”
“Um, yeah? They said it was okay?”
“Do you know nothing about the hierarchy of the- Wait. No. You didn’t get to talk to Death. Of course you don’t-“ Johnny sighed — covering his eyes, “Okay, so do you know what the ancients are?”
“I thought that was just a saying.”
“No, it’s not-” Johnny pinched the bridge of his nose, “The Ancients are the most powerful spirits in the Zone. They’re ghosts, but they resemble ideals more than they do a person most of the time. Practically gods. The ancients are Undergrowth, Frostbite, Nocturne, Pandora, Clockwork, Vortex, and Pariah Dark. Thing is… where most ghosts plateau at a certain power level the ancients can just keep growing in power. Clockwork is one of the strongest — so strong, the Observants bound him to their will.”
“Yeah, I heard about that, but he’s really nice, you know.” Danny smiled, “And he makes really good cookies really fast.”
Johnny stared at Danny for a long moment, “Danny. Do you not hear yourself right now? He’s basically the god of time.”
“Yeah, but if he didn’t want me to visit, I wouldn’t be able to find him.” Danny shrugged, “So he told me if I can see the clocktower, I’m welcome to come in.”
“Kid…”
“Besides. I’m friends with half of those guys and they’re cool.”
“Wha- How many ancients do you know?”
“Um… All the ones you just listed? I’m friends with Frostbite, Pandora, and Clockwork. I fought Undergrowth, Vortex and Nocturne before, but Nocturne likes me now. Um, Undergrowth doesn’t like me, though. Loves Sam, though… Um, obviously I know who Pariah Dark is after the whole thing in Amity-“
Johnny stilled, “Wait a minute… Kid. I need you to answer me honestly here… Did Pariah ever mention a challenge when you fought him?”
“Well, um. I guess? He was all formal speak, though, so…”
“Kid.” Johnny said very slowly, “Did he ever issue a challenge or accept a challenge from you?”
“… Um. He did say that he accepted my challenge or something, but wasn’t that just fight-talk or…”
“I think I get it now.” Johnny sighed, facepalming, “Just… maybe don’t tell people about this and consider asking one of the ancients allies you have about what Pariah accepting your challenge means for you.”
“For me? What-“
“Just… give it some thought.” Johnny paused, “And- Well, I can talk to Ember for you, yeah?”
“Thanks.”
—
Danny curled up on a sofa as Pandora embraced him with three arms and ran her fourth hand through his hair.
“Pandora.” Danny said softly, “Some of my friends say you, Frostbite, and Clockwork are ancients.”
“They are correct.”
“I didn’t know what ancients were.”
“I noticed.” Pandora laughed a bit, “But you’re a sweet child. You helped me get my box back and did not demand my favor. Perhaps it was selfish not to tell you, but I didn’t want to distress you. You are a kind and humble soul. Is it such a surprise I wish to continue seeing you?”
“You thought I would stop if I did?” Danny asked, confused, “I mean, sure my other friends were shaken up by it, but they don’t know you. Why would I be afraid when you’re so nice?”
Pandora blinked and then smiled warmly — a little laugh pulling from her throat. Oh, the innocence of such a young spirit, “Why, indeed? I suppose I didn’t give you or myself enough credit, did I?”
Danny shrugged, “I don’t have room to judge people for being different anyway. I’m a halfa. Pretty sure that’s even rarer than being an Ancient, right?”
“I suppose that is true.” Pandora smiled, “There are only a few halfas and none are quite like you. There will only ever be one of you.”
“Does this have something to do with why I never got to meet death?” Danny asked, confused, “That’s the only thing I can find that seems all that different-“
“In a way… Yes, but there are many more differences. The main one is that you powers have grown beyond Vlad Masters and they continue to do so.” Pandora said, “You are what we call a ‘Juna Potenco’. Most realms will never have heard of such things, but us ancients do not forget and when faced with a gift like yourself… well, you’ll only see more of us with time.”
“What does that mean? Is it bad?”
“No, no. It is a gift, not a punishment.” Pandora promised, “You are an inspiring soul, favored one, and it seems the realms themselves have seen that.”
“That doesn’t sound right.” Danny pulled away and sat up as he shook his head, “I’m a halfa, but that’s what I am. It doesn’t say anything about who I am. There isn’t anything special about who I am.”
“Everyone else disagrees with that last statement.” Pandora shook her head, “But I will let you in on the secret.”
“Yeah?”
“These are not due to your half spirit nature, but something truly special.” Pandora cupped his cheek, “Danny, do you truly wish to know? As amazing as this is, I am not sure you will be ready for the truth just yet.”
“I’m - I’ve been debating what colleges to apply for, but… I don’t know if any of them will take me now with my grades. I still look fourteen — fifteen at the oldest… and I still feel fourteen.” Danny looked at Pandora with pleading eyes, “So if this would impact my future, I think I’d like to know. Before things get complicated.”
“Are you sure?”
“Yes.”
Suddenly, everything froze.
Danny looked up to see Clockwork putting a medallion on Pandora while Frostbite gave him a smile.
“I presume you’re here to assist in informing him?” Pandora asked.
“Indeed.” Frostbite nodded.
“Informing me of what?” Danny asked, confused.
“When you went to face Pariah Dark, you stated your intention to fight him.” Clockwork said, “And he accepted your challenge. You fought in single combat, removed the Crown of Fire from his head, and then managed to get him into the Sarcophagus of Forever Sleep.”
“Vlad-“
“Plasmius might have locked the Sarcophagus, but you have repeatedly bested him and even when he has gotten the best of you, it has not been in single combat. However, Plasmius at one point claimed your fight was a ‘fun challenge’. You agreed — officially accepting it as such. When you defeated him, he lost any fragile claim to the throne.”
“Claim to the- Wait. What are you saying?” Danny glanced between them, “What? No. No… you have to be kidding me. I’m just me. I was trying to help, not-“
“Child, your soul was always going to be tied to the zone one way or another.” Pandora said, “Mortality is already a fragile thing, but someone so surrounded by ectoplasm at a young age all while experiencing the struggles you did with your parents absence… it was inevitable that you would be a powerful ghost.”
“But, then, Great One.” Frostbite continued, “You stood fully emerged in the space between worlds and thought of protection and forgiveness — mercy. You did not even consider vengeance or desires of your own. Only the wellbeing of others. It is an act of great sacrifice and not one many can complete so fully.”
“To put it simply, Danny.” Pandora said, “You’re one of us, Juna Protenco. New and young power that will grow infinitely. Though you are far from ancient, you will be with time.”
“An ancient to be.” Danny said distantly.
“The Ancient of Protection, Space, Mercy, and Matter.” Clockwork turned into his newborn form, “The best candidate for king we’ve had in a long time. Though, perhaps I am a bit biased.”
“Does it have something to do with space-time?” Danny guessed, “Because Matter, Time, and Space…”
“Correct.” Clockwork smirked, “Matter tells spacetime how to curve, and curved spacetime tells matter how to move. I guide you and you make changes that I will use to guide you again.”
Dannu blinked, “Oh. I get it.”
“You do?” Pandora blinked.
“That’s domains for you.” Frostbite chuckled and then quickly explained when Danny gave him a confused look, “We all innately understand our domains and their meanings. My domain is progression, society, and advancement.”
“Mine is responsibility, hope, protection, and perseverance.” Pandora revealed.
“Indeed.” Clockwork transformed into the middle aged man again, “But now that you know of your future, we must prepare.” He put his hand on Danny’s shoulder, “Your coronation must happen by the time you turn eighteen. As Ghost King, you will need to learn some diplomatic skills. We will teach you while you finish your human schooling.” Clockwork promised, “You can tell your parents the truth or you can say you are simply leaving for college, but Maddie and Jack Fenton cannot move to the Zone with you. Your sister is welcome. Your friends are welcome, but unfortunately…”
“I understand.” Danny lowered his head, “I don’t think I’ll tell them just yet. Maybe I’ll leave a note or a video, but…”
Clockwork’s eyes glazed over briefly — clearly checking the timeline.
“That is a good idea.” Clockwork nodded.
“Okay.” Danny swallowed, “I can’t -”
“No.” Clockwork said, “Honored as these two would be, they have their duties and people. They cannot. I am both bound by the Observants and a little too prone to acts of selfishness. It is too much power for me. No. It must be you.”
“You’re not selfish. You helped me.” Danny tilted his head, confused.
Clockwork chuckled guiltily as Pandora made a face and Frostbite shifted awkwardly.
“There is a reason people fear me, Danny.” Clockwork seemed more amused than anything by the sudden awkwardness, “I appreciate your trust in me, but I was not so good or kind in life. I hold domain over regret and retribution as well as time. It is a position I earned after giving and getting both in equal measure. I am not a protective spirit by nature. I am one that seeks justice and sometimes revenge.”
“I don’t get it.” Danny frowned, confused.
“Soon, you will.” Clockwork said grimly, “But for now… Trust me when I say all is as it should be.”
“Okay.” Danny said, “I trust you.”
“Now, time in.” Clockwork said. When Danny tried to give him the medallion he shook his head, “No, hold onto it. I believe it goes without saying, but do not lose it.”
“I know. I won’t.” Danny promised.
“Good, now… I believe you have some friends to talk to?”
“Er, right!” Danny said and rushed off.
“He doesn’t know who you are?” Frostbite turned to Clockwork, “And you haven’t told him?”
“… He’ll learn during his studies.” Clockwork admitted begrudgingly, “And it’s best that he come to me after he processes the information than during.”
“Just remember, Kronos.” Pandora glared as she handed over her medallion, “One wrong move-“
“Yes, yes, I am very aware of your opinions of me, Keeper of Hope.” Clockwork held a hand to Frostbite, “Shall I take you back to your people?”
“Er, yes.”
“Good, then-“
“Hey! I was not finished-“
“TIME OUT!”
Pandora sighed as they disappeared, “Ugh. He is always such a petty menace. One of these days…”
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actual writing advice
1. Use the passive voice.
What? What are you talking about, “don’t use the passive voice”? Are you feeling okay? Who told you that? Come on, let’s you and me go to their house and beat them with golf clubs. It’s just grammar. English is full of grammar: you should go ahead and use all of it whenever you want, on account of English is the language you’re writing in.
2. Use adverbs.
Now hang on. What are you even saying to me? Don’t use adverbs? My guy, that is an entire part of speech. That’s, like—that’s gotta be at least 20% of the dictionary. I don’t know who told you not to use adverbs, but you should definitely throw them into the Columbia river.
3. There’s no such thing as “filler”.
Buddy, “filler” is what we called the episodes of Dragon Ball Z where Goku wasn’t blasting Frieza because the anime was in production before Akira Toriyama had written the part where Goku blasts Frieza. Outside of this extremely specific context, “filler” does not exist. Just because a scene wouldn’t make it into the Wikipedia synopsis of your story’s plot doesn’t mean it isn’t important to your story. This is why “plot” and “story” are different words!
4. okay, now that I’ve snared you in my trap—and I know you don’t want to hear this—but orthography actually does kind of matter
First of all, a lot of what you think of as “grammar” is actually orthography. Should I put a comma here? How do I spell this word in this context? These are questions of orthography (which is a fancy Greek word meaning “correct-writing”). In fact, most of the “grammar questions” you’ll see posted online pertain to orthography; this number probably doubles in spaces for writers specifically.
If you’re a native speaker of English, your grammar is probably flawless and unremarkable for the purposes of writing prose. Instead, orthography refers to the set rules governing spelling, punctuation, and whitespace. There are a few things you should know about orthography:
English has no single orthography. You already know spelling and punctuation differ from country to country, but did you know it can even differ from publisher to publisher? Some newspapers will set parenthetical statements apart with em dashes—like this, with no spaces—while others will use slightly shorter dashes – like this, with spaces – to name just one example.
Orthography is boring, and nobody cares about it or knows what it is. For most readers, orthography is “invisible”. Readers pay attention to the words on a page, not the paper itself; in much the same way, readers pay attention to the meaning of a text and not the orthography, which exists only to convey that meaning.
That doesn’t mean it’s not important. Actually, that means it’s of the utmost importance. Because orthography can only be invisible if it meets the reader’s expectations.
You need to learn how to format dialogue into paragraphs. You need to learn when to end a quote with a comma versus a period. You need to learn how to use apostrophes, colons and semicolons. You need to learn these things not so you can win meaningless brownie points from your English teacher for having “Good Grammar”, but so that your prose looks like other prose the reader has consumed.
If you printed a novel on purple paper, you’d have the reader wondering: why purple? Then they’d be focusing on the paper and not the words on it. And you probably don’t want that! So it goes with orthography: whenever you deviate from standard practices, you force the reader to work out in their head whether that deviation was intentional or a mistake. Too much of that can destroy the flow of reading and prevent the reader from getting immersed.
You may chafe at this idea. You may think these “rules” are confusing and arbitrary. You’re correct to think that. They’re made the fuck up! What matters is that they were made the fuck up collaboratively, by thousands of writers over hundreds of years. Whether you like it or not, you are part of that collaboration: you’re not the first person to write prose, and you can’t expect yours to be the first prose your readers have ever read.
That doesn’t mean “never break the rules”, mind you. Once you’ve gotten comfortable with English orthography, then you are free to break it as you please. Knowing what’s expected gives you the power to do unexpected things on purpose. And that’s the really cool shit.
5. You’re allowed to say the boobs were big if the story is about how big the boobs were
Nobody is saying this. Only I am brave enough to say it.
Well, bye!
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gorgeous girl ln4
lando norris x fem!reader ( fc: sabrina carpenter )
in which y/n y/l/n breaks up with her cheating boyfriend and fans are rooting for her and lando norris to get together.
warning: swearing, fluff, the timelines of song releases and races are not in order, cheating with multiple people, breakups, relationships, some spelling errors or grammatical errors. lemme know if there’s anything I missed xx
an: I’ve never done a face claim but I wanted to try and see how it works out. I might not do one again but I am not sure yet. ALSO I am very unsure about the name of this cause I feel like it sounds cringe, so I might end up changing it.
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yourusername
liked by landonorris, carlossainz55, y/nfan14 and 334,567,13 others
yourusername over it 🎀 album coming soon loves <3
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user gorgg
user ALBUM PLEASE PLEASE PLEASE
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user so prettyyyyy
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⤷ user omg I am so readyyyyy for an albummm
landonorris beautiful as always
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user please date lando
user that’s it love!!! he ain’t with your time
user I’ve been listening to espresso and please please please on repeat
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music.f1gossip
liked by y/nbiggestfan, espressolover and 55,622 others
music.f1gossip are lando norris and y/n y/l/n dating?
it’s known that y/l/n’s recent breakup was one that didn’t end happily because of her ex boyfriend’s infidelity. y/l/n made a story a few weeks after the breakup stating “he had three different side pieces during the whole relationship” which left fans absolutely shocked.
her ex has been getting a lot of hate from y/l/n’s fanbase to a point where he blocked his comments. he has been flaunting around his new girlfriend since the breakup all while texting y/l/n to take him back which we saw because y/l/n posted their messages on her story as seen above.
however, her next story was one with lando norris which was captioned “my saviour fr” which many speculated it was a mention to norris supporting y/l/n during the breakup and defending her from hate comments that she received. she then made a story showing she was at the miami grand prix.
norris and y/l/n have been best friends for quite a while now and many always thought that they’d end up together, however, neither of them have announced anything about their relationship.
in recent times, norris has been so called ‘flirting’ with y/l/n in her instagram comments which has left both their fans going crazy.
now, do you guys think y/l/n and norris are dating? or they just good friends?
let me know in the comments xx
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user that change up is scary
user damn
user lando’s better anyway
user 💀 I love you right after he called her a bitch is crazyyy
⤷ user frrr like what is this guy on?
user THATS ONLY FOR LANDO
⤷ user HE CALLS HER GORGEOUS GIRL
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user I love themmm
⤷ user SAMEEE
user SAVIOUR!!! it’s actually so cute how he defends her all then time and even promotes her music
⤷ user THEY’RE cuteeee
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yourusername P1 BABY!!! I am so proud of you lan more then you will ever know. congratulations love, you truly deserve this 🤍
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landonorris thank you gorgeous, couldn’t have done it without your support ❤️
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carlossainz55 you never did this when I had my first win 😔
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landonorris you look so gooddd
⤷ yourusername I am not in the photos
⤷ landonorris yeah but you’re in front of me
⤷ user OMD
user the way he’s shamelessly flirting now, he ain’t even try and hide it.
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“LAN! YOU CAN’T BE SAYING THAT!” she tells him sternly, looking up at him.
he had a boyish grin on his face as he looked at her, “what? can’t tell people that my girl- oh sorry best friend looks good right now?”
“you just exposed our relationship. we agreed to wait three months before saying something.” she spoke softly, standing up as she placed her phone down on the coach.
“I can’t wait that long. I want everyone to know that after eight years you are finally my girlfriend.” he says with a smile as he shrugs his shoulders.
“you’re an idiot.” she replied as she tried to hold a serious face which soon fell into a blushing smile the more she looked at him.
“yeah but i’m your idiot.” he says smugly as he pulls her onto his lap to straddle him.
she places her arms around his neck and rests her forehead against his as she strokes the back of his head whilst he keeps his hands on her hips, using his thumb to lightly stroke her hip.
they stay in silence for a few more moments, letting themselves enjoy a rare peaceful moment before she breaks the silence, “I am really proud of you lan, you really deserved that win today.” she says softly, looking into his eyes.
“thank you baby.” he smiles.
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landonorris
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landonorris P1!! got a win and a girl (ive been her’s for two months now. be jealous)
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user BEEN HER’S!!!
yourusername really?
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