The Algorithm

A friend was telling me he thought about buying something in particular, reached for his phone and opened the browser,,,
lo and behold that very item was being suggested by ads.
It wasn’t an act of God, nor a device gone rogue, but rather an act of gambling on thought process, ‘the house’ got that call correct, and it happens daily to millions around the globe.


You are compounded down into an algorithm that stalks you. Some might not care or even notice, but it’s true, you’ve been calculated.
That’s the case for the world’s biggest online marketplace, but what about closer to home?


I’ve often felt the support has been the victim of an algorithm. In plain language, the suits are able to pull our strings. Its not just our club.
I recall an Orange strip that appealed very much to a certain section of society, but likewise I recall a few Celtic Cross endorsed tops that were big hits.
Throw politics aside, those tops were the sales departments wet dreams, marketing had done their homework.
Via an algorithm.


Look at last year’s slogan,
A cause, a culture, a calling.
It’s catchy aye,but it’s bullshit.
The clear cause is profit,
We are multicultural,
We are generational fans, this wasn’t a calling? In Jocks day maybe, Lenny’s (when this was revealed) no chance of a calling to that football.
The algorithm failed in that occurrence, at least to these eyes, producing buzz phrases that don’t stand up.
Yet it works in the main.


Perhaps the biggest weapon in the Algorithm’s arsenal is the green, white, and gold of dear Eire’s flag. Stick those colours on something Celtic related and it will fly off the shelves. The black jacket I associate with Lenny the manager has both, the Cross and the colours, even if both are hard to find. The double whammy, worked a treat.


Every year there’s 3 new strips and one new slogan, all will have been researched and emerged with high odds of positive public reception. All four will have been based on our tailored Algorithm, and thus have a very good chance of satisfying the customer base. No chance of a stab in the dark shot, the tried and trusty rehashed and rotated.


It’s disturbing we are at the mercy of this powerful collection of information, an Algorithm that’s silent while it works and was created to exploit.
The right eye appeal shall open the wallets,
the correct rallying cry can help move season tickets,
the advertisement of the Foundation hints at a collective cause.


I’ve no doubt there’s an Algorithm out there designed to get the maximum out of your board members, one on the hiring of football managers, and another on how modernization improves clubs.
Funny how they couldn’t find those, eh?

By Mahe

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Jobo Baldie
October 30, 2021 8:31 am

Good morning, friends and Happy Matchday. Delighted to report that the rain has finally stopped for now at least.
Hard to disagree with Mahe’s leader but hard to offer much comment on it either. I think most of us like to think that we aren’t influenced by advertising or marketing and that we can make our own mind up based on our own research. But that’s probably naive.

A thing of beauty
October 30, 2021 8:31 am

Excellent article Mahe,
As you point out, it’s the way of the modern world to tap into our emotions and have us feel a need to empty our pockets. We are no different from any other club in that respect. Where it falls down as you correctly point out is that our board knows all the answers to exploit us as supporters but not how to make our club the best it can be. Charlatans the lot of them.
Anyway off out for some exercise before I have to negotiate the traffic to get to paradise. Not sure what all the cars idling on the M8 for hours is doing for the planet but hey ho. The alternative is a train you can’t rely on or a bus that takes half an hour to get out the car park. Now if I didn’t have to transport CCB and Paddys Maw I could cycle. They are holding me back from being in wee Greta’s good books you know. 😂😂

October 30, 2021 9:01 am

Morning all…from a toasty kip in Renfrew, although not for long as I’ve a few chores to do today before the Halloween festivities start in earnest! 🧙🧛🧟🦸🦹🥷
Just a quick word about the traffic heading Eastbound towards Parkheid. I was heading from Renfrew to Lanarkshire yesterday afternoon and had to leave the M8 after one junction as it was at a standstill, this was at 12.30pm. I joined at Braehead and then came off at the tunnel and took an alternative route completely – via a much needed haircut from my favourite barber in Williamwood!
I think adding an hour to your journey may not be enough today, folks!
Drive carefully and keep your cool – it can be a tough gig out there…

October 30, 2021 9:06 am


Aye,we are all just a number on a balance sheet nowadays. Not just at Celtic either.

October 30, 2021 9:21 am

…back to the article…I understand the Algorithm in principle but am seriously spooked by how it works! AI has taken us way, way beyond the collating of statistics by traditional methods to producing reports of expected behaviours/purchases etc. Modern technology, although working on the same set of principles has gone beyond – in what seems an incredibly short space of time – where most of us could have believed. I’ve done a bit of work for a guy who is currently a high-ranking officer in the British Army and he refuses to use Google/Alexa/Siri because of the information they can glean from your everyday activities!! Spooky, indeed!!

October 30, 2021 9:31 am

…or maybe a bit of Dolby…

October 30, 2021 9:35 am

A wee Halloween laugh…

October 30, 2021 9:48 am

Insightful stuff Mahe.

I remember The Belong campaign a few years ago, even did a piece for the Celtic View about belonging.

Still have a longing that Celtic would be truthful and more
true to its founding principles but have developed my own anti algorithm algorithm. It goes.

Do I need it?


Pay for it.


Dont Pay for it.

It could be extended to explore why yes or why no but you get the drift..

October 30, 2021 10:09 am

Morning all,

Where are all the anti Ange bloggers now? Just over 100 days in the job and will be top of the league today.

My predition is a double figure win, someone is going to take a hell of a tanking very soon.

October 30, 2021 10:11 am

Pitymevin…I thought I was hopeful for 6 without reply…double figures!! And I’m not even making the game…thank God for the Passport to Paradise – our cistodians have been looking after us during the pandemic.

October 30, 2021 10:12 am

BTW…decided not to correct the “CIST-odians” typo as it just fits!! 😉😁

October 30, 2021 10:25 am

(Where are all the anti Ange bloggers now?)
Don’t fall into the habits of another blog by using positive Celtic results to have a dig at Celtic supporters.
The questioning of early performances was justifiable as the praise is now.
PS. I want seven.

The Gombeen Man
October 30, 2021 10:26 am


An insightful article.


We’re born…

Given a name. An identity. A culture. An education. A religion.
We cling to a version of history.
Develop attachments.

All just conditioning.

Creating the illusion of ‘I’.

A false identify. That spends it’s life pursuing happiness, pleasure and the recognition of others.

Or worse we seek security by dominating others.

So we live in Fear.

A life of disatisfaction follows. A lack of fulfilment. Scarcity and anxiety.

All the time being led up the garden path.

This course will do it for ‘me’. This job will do it for ‘me’. This ’cause’ or that, ’cause’. The relationship, this house, this religion, car, politics…Ten in a Row… Whatever.

Unfortunately, the ‘I’ we believe we are doesn’t exist and can’t be satisfied.

Dermot and Co, know all of this.
They have our number.

We’ll bang on about the Hun or immigrant or whatever nemesis you like and never look in the mirror.

The trick is to question all of this. And let it go.
Seeing the root cause of unhappiness and letting go of all that nonsense.

It’s what Auldheid was referring to yesterday.

Those attachments are like limpets That’s why most prefer the familiarity of what’s known.

We cling to the (false) self and are imprisoned by the algorithm.

The irony is, when it’s let go. We discovery that we were always more than enough.

Otherwise, it’s a life on that hamster’s wheel.

Till later,

Good article.

Billy Bhoy
October 30, 2021 10:37 am

Hi Mahe

Great thought provoking article.

Pretty topical too. I sent this teeet to JP Taylor last night following the comments by Brian Wilson yesterday:

Can we get the Board/Bored to bin the “One Club Since 1888 – We’re Not Half Of Anything – Always Have Been, Aways Will Be,Celtic – PISH if in fact Brian Wilson’s continuity lie is the clubs official position?

We’re either half of nothing or half of something!!!!

It was drink fuelled but I think it makes sense 🤔

Every slogan is a wee dig at 2012 yet Wilson comes out with that yesterday!

Squire Danaher
October 30, 2021 10:44 am

Magua I’ll be @ CP tomorrow our supporting team but certainly not the Board Hh

October 29, 2021 11:57 pm


Being charitable, that’s naive, and being uncharitable it’s downright stupidity.

The Board do not give a flying feck about your self-justifications or rationalisations as long as you have paid your money and/or your behind is covering a seat.

The only things these people understand is loss of income and empty seats.

October 30, 2021 10:57 am

Billy Bhoy…Wilson’s position is representative of the views of the PLC as to the import of TRFC to us and Scottish Fitba generally. The crux of the matter for me is that there was no requirement to shoehorn it into the Obituary for Smith but the complete text of the article shows that Wilson’s regard for the truth of the Oldco’s successes and ultimate failings is very shaky indeed. He does talk about Smith’s lack of cash at Everton and the fact that Celtic had to change their strategies to cope with Murray’s investments but at no point does he mention the ultimate truth of the origin of Oldco’s successes. RIP Walter Smith but equally RIP Brian Bloody Wilson’s Celtic directorship!!

October 30, 2021 11:13 am

The Gombeen Man

The irony is, when it’s let go. We discovery that we were always more than enough.

Realiation comes at a price in that I find I want to share the message of ” it’s not like that” when I hear negative feelings expressed caused by the thoughts that creates them.

Those thoughts are usually fear driven and experience has shown me that what my thoughts caused me to fear were actually ill informed and unfounded and what I feared never happened and what did was beyond my imagining at the time.

It’s a process of experiencing and learning until the tipping point is reached and individual experiences march to the beat of their own drum.

That’s where patience comes in.

Billy Bhoy
October 30, 2021 11:18 am

Hi McCaff

I’ve just read the attached full obituary for the first time. I was very surprised to see this:

However, by this time, the club was caught up in a bewildering series of intrigues and takeovers as well as having been punished with demotion, in 2012, after applying for liquidation.

Did it not say Administration in an earlier version?🤔

I thought that was what all the fuss is about!

October 30, 2021 11:26 am Damn The Board – Etims Rant

October 30, 2021 11:31 am

Billy Bhoy ..I didn’t pick up on that! Yeah, the original comments I read were definitely about administration rather than liquidation! If you take the time to read the comments under the article you can see that it has indeed been ‘tweaked’! Further shame, really, on Brian Wilson that his expertise as both a writer and a presumed, or should it be assumed expert on Scottish Fitba has been publicly questioned/criticised!
Again, RIP Brian Bloody Wilson’s Celtic Directorship!

October 30, 2021 11:34 am

Billy Bhoy
In this tweet it says “administration ” but when I read the article it was “liquidation “.

I think most folk were pissed off by him saying they were demoted, when we know thats not what happened

October 30, 2021 11:38 am

Still waiting on 18 yard man, BGFC, Chalmersbhoy, Gscbhoy, Mahe, Tirconnell and Wee BGFC to trap for Superbru

October 30, 2021 11:46 am

Morning all & Packy.

Re. Brian Wilson, it was the word DEMOTED which angered me. They were not demoted. The new club were ADMITTED to the lower league.

October 30, 2021 11:51 am

Morning all and happy match day.

Weather looks ok in Glasgow so I’m going 4-0 to the Bhoys.


October 30, 2021 11:52 am

30 mins of joy to warm you up for todays game

Billy Bhoy
October 30, 2021 12:09 pm


Well, it will be very interesting now to see if we find out whether Wilson wrote Administration or whether he wrote Liquidation and the Editor amended it – then corrected it at Wilson’s request.

I’ve wrote nothing so far on Walter’s passing. I’ve read and watched all the tributes with interest. A summary would be:

9 in a row
3 in a row
21 trophies
Up there with Stein and Shankly

That’s all very well but the elephant in the room is that all the success was EBT fuelled and within a year of him stepping down the club folded owing over £100m.

One line leapt out at me. “For six years Rangers were the biggest spenders in British football!” I don’t remember big Jock having this advantage.

Here’s my wee Walter anecdote:

My mate was at a charity dinner in Glasgow. Walter was at the next table. It was not long after their 9 and the Daily Record had all their journalists compare the two teams. As you’ll all no doubt recall McCoist and Co scored 9s and 10s v Chalmers and Lennox got 7s and 8s.

Someone mentioned this to Wattie. He smiled ruefully and shook his head. He picked up his wine glass and laughing said “its like comparing this wine to Irn Bru!” He left his audience in no doubt how farcical he rated the article. My mate thought “wow, fair play to you mate!”

That’s the guy that carried Tommy’s coffin. He will be remembered by me as a decent Rangers man – not a hun.

Its just a pity that his football legacy will never really be honestly assessed.

Sol Kitts
October 30, 2021 12:21 pm

Big Packy
Mrs Kitts and I are off to Barbados in a couple of weeks. Will be listening for these announcements at the airport.

October 30, 2021 12:30 pm

No more tickets left for today’s game, now let’s put livi back in their box
8 nil the bhoys in green 😀

Sol Kitts
October 30, 2021 12:33 pm

Really pisses me off when people who should know better perpetuate the lie that they were demoted.
Let’s just examine this nonsense. Even with their points deduction for going into administration they would have finished 2nd in the league. When did this league position result in demotion? And demotion not to the next division down, but to 3 divisions down? Laughable.
Also, remember the guy who went to court to claim on a bet the old Rangers would be demoted that season, and the court ruled that they were not demoted.
I’m fed up hearing them bleating about being hard done by. They were bloody lucky that the rest of Scottish football took pity on them (none more so than our board 🤬) and allowed them to jump the queue for admission to the league despite not meeting any of the required criteria to do so. Spartans anyone?
Instead of going around moaning that we all had it in for them, they should be thanking us for being so stupid.
As for Brian Wilson, what a dickhead. Should know better, and has totally misjudged the mood of the Celtic support. If he remains in post, we will know that his comments are the settled position of the board.

October 30, 2021 12:38 pm

Fan, I don’t believe the criticism was justified considering the short space of time the manager had to work with essentially a whole new team.

What really annoyed me was celtic fans asking the same questions as our glorious press pack, as if the man had never done anything before,because he had never worked in Europe.

Well done Dominic this is all your doing, you deserve a massive amount of credit for your actions.

Hail hail

The Gombeen Man
October 30, 2021 12:44 pm


Thoughts drive emotions like fear and anger Emotions drive thoughts.

They are different sides of the same coin.

(By thoughts, I’m referring to self-centered thoughts and conditioned reflexes.)

Awareness lies behind all of that :

What’s aware of sound?
What’s aware of thoughts/feelings?
What’s aware?

Silence or listening leads there…The gap between thoughts.

Awareness is primordial. The Source of intuition/insight. Beyond fear and the self-centered/conditioned self.

It’s where peace lies. It’s what we are looking for.

It’s a constant and is available 24/7.

It’s not achieved. It just is…

No thinking or achievement can take anyone there.

Awareness is the Ground of Being…

In other words…Love.

It’s that simple.

Many seem to be convinced that an external path will eventually lead to happiness. That doesn’t seem to be the case.

(If Celtic won the CL tomorrow and Rangers were permanently dissolved…How long would any happiness last?… Although I’d be willing to give it a shot 😉).

Enjoy the game…

Margaret McGill
October 30, 2021 1:13 pm

Awareness is evolutionary
A bit like the Old Firm
Survival of the fittest

October 30, 2021 1:19 pm

“Rangers is a great football club, it has a great history and it’s unfortunate that they have been relegated,” said the Irish businessman.

Dermot Desmond in 2012. RELEGATED! I think we know where the Celtic board stand in the continuity myth.
Oh and a great history? that’s rich coming from an Irish Catholic.

Sometimes it’s better to say nothing!

October 30, 2021 1:27 pm

Can’t stand Livingston.
They are a bunch of cloggers facilitated by the SFA and SPL except when they face their team.
The sooner they are relegated the better.
I hope we give them a severe beating today.

Jobo Baldie
October 30, 2021 1:31 pm

So how about Kyogo dropping a bit deeper and taking the Rogic role leaving Big G to lead the line being fed with crosses from Jota and Johnston?

October 30, 2021 1:35 pm

You have a point about some criticism being over the top.
But for me on another blog posters constantly used good wins or times as a stick to beat fellow Celtic supporters instead of enjoying the moment.
That only helps our corrupt boards strategy of divide and conquer.
That behavior is best left to Peter and Paul’s blog.

St tams
October 30, 2021 1:37 pm

I also hate their hun, ned of a manager

October 30, 2021 1:38 pm

Jobo Baldie
Good shout though i love Kyogo further forward as his runs disrupt opponents defensive shape.
I would prefer Johnston in Rogic role with all 3 forwards interchanging position.

October 30, 2021 1:44 pm

St tams, just looked up the Livi manager on Wiki. Wow. What a background. Still, if he’s turned his life around that’s something I suppose.

big packy
October 30, 2021 1:52 pm

AFTERNOON ALL and JIM , SOL, can me and jim carry your bags when you fly to barbados, well jim will carry them ill supervise,😎😎

St tams
October 30, 2021 1:54 pm

Bitton. 😒

big packy
October 30, 2021 1:55 pm

when i lived up there, there was no livingston, but there was meadowbank thistle, is there a connection,JIM will know, he knows everything😎

October 30, 2021 1:56 pm


Subs Bain,Kyogo, McCarthy, Johnston, Forrest, Montgomery, Welsh

October 30, 2021 1:57 pm

I bet you didn’t think Kyogo would drop that deep 😀

big packy
October 30, 2021 1:57 pm

ill stick by my prediction from last night, 4-0 to the good ghuys 👍

big packy
October 30, 2021 2:00 pm

MCAFF, they let you into lanarkshire my home county,im flabbergasted, I need to know names,👍😎😎

Jobo Baldie
October 30, 2021 2:01 pm

Oh well…

big packy
October 30, 2021 2:03 pm
Saltires en Sevilla
October 30, 2021 2:08 pm


Very interesting – said it before this Bord will have Cambridge Analytic style research on intentions of Season Ticket holders … they will act accordingly

Things would need to get helluva lot worse before that will change.

Ex- polis get the security gigs … they always have and if it wasn’t this guy it would be one of that ilk.

McCaff – online security -someone pointed out to me that banks are asking for voice recognition – Alexa and suchlike are listening to voice all the time – so where is the security?

That’s just a base level risk…

I wouldn’t have it near me or mine …(yes I know… any device can listen/watch)

Anyway- c’mon the Hoops

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