I run an infrastructure company, not an ad agency. And reading it, I recognized the pattern immediately — because the same epistemics now govern how artificial intelligence gets sold one layer down, in the data centers, networks, and compute that everything else is built on.

The tell is verifiability, not sincerity

The useful part of Frankfurt’s framing is that it takes the argument away from intent. You do not have to decide whether a vendor is honest. You only have to ask a colder question: is this claim the kind of thing I could check? Most of the loudest statements in AI infrastructure marketing are not.

“AI-optimized” is not a specification. “Cloud-scale” is not a number. “Enterprise-grade reliability” is not an SLA. A GPU cloud that advertises a headline price per hour has told you almost nothing until you know the utilization you can actually achieve, the queue times at your scale, the egress charges, and whether the accelerators you were sold are the ones you get. A data center that markets a power-usage-effectiveness figure has told you something real only if it says whether that number is a design target or a measured annual average, at what load, in what climate. The gap between those two readings is where a year of operating budget hides.

The one uncontested number

Lattin points out that in his world, exactly one figure goes uncontested: the collapse in referral traffic as AI answer engines absorb the clicks that used to reach publishers — reductions he puts in the range of 20 to 90 percent. It is uncontested precisely because it is measurable. Everyone can see their own analytics.

Infrastructure has its own version of the uncontested number, and it is the electricity bill. You can argue about a model’s benchmark scores; you cannot argue with a utility invoice or a substation’s interconnection queue. This is why the most honest conversations in our industry right now are the ones about power and cooling. Megawatts do not bullshit. A grid operator’s capacity map is the least performative document in the AI economy, and it is quietly setting the ceiling on all of the confident projections layered above it.

A working buyer’s test

None of this is a case for cynicism. The technology is real, and the demand is real. The point is narrower and more practical: when someone sells you AI infrastructure, sort every claim into two piles before you sort it into true or false.

• Testable now: Can it be written into a contract with a number and a penalty? Latency percentiles, delivered throughput, measured PUE over a defined period, uptime with real credits, a fixed price with the egress spelled out. Ask for the measurement method, not the headline.
• Testable later: Can you run a bounded pilot that produces your own data — a parallel workload, a real month of your traffic — rather than the vendor’s reference benchmark? Insist on it before the multi-year commitment, not after.
• Not testable: Adjectives, roadmaps, and transformation narratives. These are not lies. They are simply not evidence, and they should carry the weight of things that are not evidence.

The vendors worth working with will not flinch at this. In my experience, the willingness to be measured is the single most reliable signal of whether a claim was meant to be true or merely meant to be said. The ones who lead with the utility bill, the SLA, and the pilot are telling you something. So are the ones who change the subject to the future.

Lattin’s essay is about advertising, and it is worth reading on its own terms. But its real subject is a habit of mind that has spread well past his industry. The infrastructure layer is the last place that habit can safely live, because down here the claims eventually meet a power meter, a thermal limit, and a bill. Ask for the number. If there isn’t one, you have your answer.

Source and inspiration: Pesach Lattin, “Nobody Is Lying to You About AI. Almost Nobody Is Telling You the Truth Either,” ADOTAT.