Why the fuck would you call your service ‘boondoggle’?

‘Netflix for video games,’ & I’ve got a bridge to sell you

Here is what Google greets you with when you search “boondoggle:”

noun. 1. work or activity that is wasteful or pointless but gives the appearance of having value.”

Which, I mean, is appropriate for Boondogl, the just-launched monthly subscription service in a long ass line of monthly subscription services billing themselves as “Netflix for video games.” 

Oh, but there’s a dog in a hat as the site’s mascot, you say? Boon-dog-l? Get it? No I don’t fucking get it and the elided “Boondogl” text on the official site is colored in such a way that it reads “Boondo-gl,” so I especially don’t get it.

“For one low monthly fee,” you “get unlimited access to every game on Boondogl, which includes indie, AAA, retro, and even VR games” over “any device/cross-platform?” No one has ever tried this. This has never ended badly. This fucking business venture certainly isn’t “wasteful or pointless but gives the appearance of having value.”

Look, I’m not a businessman (I’m a business, man) and on some level I appreciate you naming your business after what it is: a steaming load of shit. It’d be like if Coke was called “Dank Diabetes Water” or an airline was called “Crashes and Delays” or Sharper Image was called “Toys for Twats.” But I’m pretty sure it’s bad business to overtly telegraph that your company is highfalutin useless twaddle.

Steven Hansen