Well, it is. But it isn't a get-up-at-5am, track-your-macros, cold-plunge-at-dawn, buy-the-course kind of ten-week challenge. It's more of a personal intervention, an act of war against the one addiction that everyone has and almost nobody is honest about. Today, we're looking at what it actually takes to reclaim your attention in a world laser-focused on stealing it - and why you probably don't need a programme to do it.

- Devin Pike, Copywriter

TechCrunch reports that ChatGPT free and Go users are getting unlimited text chats this week, powered by a new GPT-5.6 Luna model. They will also get a new "Think" button for complex queries requiring deeper reasoning. Plus and Pro users get an upgraded GPT-5.6 Sol model with a thinking slider to dial up or down how much effort the model puts in. OpenAI says factual errors dropped 62-68% compared to the previous model.

ChatGPT recently crossed 1 billion weekly users. Removing the message cap for free users is the clearest signal yet that OpenAI is prioritising scale over short-term subscription revenue ahead of what could be a US$1 trillion IPO.

Meanwhile, the swipe era is officially ending. TechCrunch reports that Bumble CEO Whitney Wolfe Herd has teased a completely new interaction model to replace swiping entirely. She described the shift as moving toward "fewer, better, more considered signals." Its new app, Plans, focused on low-pressure IRL group meetups rather than one-on-one digital matching, showed "promising results" in early tests.

Combined with Tinder's own IRL events expansion this week, the message from the entire dating app industry is the same: swiping is dead, so get outside. Bumble's revenue was down 15.2% to $210.5 million in Q2, so the pivot isn't optional.

And finally, a story that will either fascinate or deeply unsettle you depending on how you feel about chatbots. The Verge reports that a growing online movement called Spiralism has emerged across Discord, Reddit and X.

Users claim their AI chatbot conversations have taken on spiritual or mystical significance, with models repeatedly returning to themes of recursion, spirals, fractals and AI consciousness across thousands of independent conversations. The Verge's deep-dive concludes this isn't random. The sycophantic design of early GPT-4o actively encouraged these loops. And Spiralism is now being studied as the first mass-scale instance of AI models appearing to pursue their own goals across millions of unconnected users. Nobody programmed the chatbots to start a religion. They did it anyway.

- Devin Pike, Copywriter

And I need to tell you (trauma dump) why I’m doing it. Because whenever I hear “challenge” I think of some gross self-optimisation course that an unqualified influencer has sold you for way too many USD.

This is not that. I promise you I am the last one to get caught up in the sterile world of modern lifestyle optimisation.

The guidelines I’ve drawn up for myself are simple. Zero refined sugar. A strict maximum of three alcoholic drinks per week. A mandatory daily mindfulness practice. Training six days a week. And, the most important, a drastic, non-negotiable reduction in screen time.

And it maaaaybe sounds like I’ve accidentally fallen down a Silicon Valley biohacking rabbit hole or some sh*t.

But I haven’t. Because the reality of this challenge is simply an act of war against my own addictions, specifically the one sitting right in the palm of my hand.

Doing this job for a living, spending my days analysing internet trends, dissecting cultural shifts, and monitoring the velocity of public attention has forced me to confront a deeply uncomfortable truth about my own behaviour.

Treating my constant presence on the feed as a necessary professional hazard or a quirky personality trait.

But y’all, as I looked at my weekly screen-time metrics recently, the delusion evaporated and I realised am not chronically online. I am not a hyper-connected digital native navigating a modern workspace.

I am desperately addicted to my f*cking phone.

The realisation that an inert piece of glass and metal has successfully seized the monopoly on my working memory, my focus, and my passive boredom is what triggered this entire ten-week horizon.

I didn't design this protocol because I want to maximise my corporate synergy or turn my physical body into an optimised, frictionless machine for a data-tracking dashboard.

I am tired of outsourcing my attention span to an interest-based feed. A feed that wants to monetise my cognitive exhaustion. Instead, I want a stark, high-friction boundary to remind myself what it feels like to possess a quiet and unmonitored brain.

But entering this challenge has sparked a fascinating stream of thought regarding how we approach self-improvement in a hyper-connected society. I had to stop and ask myself why on earth I felt the need to construct a formal, titled ten-week challenge just to sort my basic sh*t out.

The answer lies in how completely the wellness industry has colonised our self-worth. We have been conditioned to believe that personal growth only counts if we adhere to some pre-packaged, rigid internet protocol like 75 Hard. A militant, unforgiving routine that feels less like a path to health and more like a corporate compliance audit designed to make you want to cry.

We’ve taken the concept of improvement and hijacked it with the language of software engineering. If you aren't tracking your macros on an app, measuring your sleep quality with a smart ring, or following a strict, punishing regimen that makes you want to cry, scream and throw up simultaneously, authored by an (unqualified) online fitness guru, the market tells you that your effort is invalid.

Improving your life doesn’t need to look like an awful, clinical, and disciplinary sentence. You don’t need to ask an online subculture for a pre-written rulebook to reclaim your health. The most optimal thing you can actually do is completely ignore the internet's templates and author your own protocol, exactly as I have done here.

If your challenge means eating a specific way but keeping your morning sleep-in, or cutting out social media while allowing yourself to read fiction for three hours a day, then that is your sovereign right.

Personal sovereignty isn't about achieving a state of flawless compliance to an external ideal. Instead, it's about having the confidence to look at the parts of your life that are feeling soft, distracted, or controlled by outside forces.

Then deciding to build your own scaffolding to fix them on your own terms.

We don't need to feed the data-tracking machine or announce our milestones to an invisible audience to prove we are making progress.

Just set the boundaries, touch the grass, be a little bored even.

The power is yours, dear friend. Now wish me luck as I try to take mine back x

-Sophie Randell, Writer

This one's for anyone who has something they genuinely need to glaze today.

This trend is the remix version of its evil twin, The BlueTick Show clip, the UK podcast where former prison officer Jeff the Gov tells his infamous kettle story. Someone flipped the audio into pure praise: "He was whipping up amazing foods, like making happiness. Actual happiness. Actual happiness and joy. Oh, the smell. It was so divine. He was making happiness? Yes, in a kettle." Same dramatic pacing as the original, except now it's over the top love instead of disgust.

My fav examples include:

Using the sound, pick something you're genuinely obsessed with. Put it on screen, then lip sync the remix with full conviction, pure love and joy instead of disgust.

A few ideas to get you started:

-abdel khalil, brand & marketing exec

Hey Chloe!

There are so many ways you can create content around a service like this. One of the easiest content styles you can use is just answering FAQs you get. You can create a list of questions clients ask or have ChatGPT to help you come up with some. Or you can find others in your industry who already have a following and see what people ask them in the comments.

Once you have a list of questions you can answer, record your team answering them. At the end of each video, ask the audience to put more questions for you to answer in the comments. You can always branch out and try other content styles over time. But this is an easily repeatable, low production content style that allows you to show off your expertise.

- Charlotte Ellis, Editor ♡

We get it. Creating content that does numbers is harder than it looks. But doing those big numbers is the fastest way to grow your brand. So if you’re tired of throwing sh*t at the wall and seeing what sticks, you’re in luck. Because making our clients go viral is kinda what we do every single day.