How I Learned to Stop Worrying and Love the Jager Bomb

As I (and a record 8 million other live Youtube viewers) witnessed Felix Baumgartner jump from a floating platform 128,000 feet in the air, I could not help but think about those little red bulls on his helmet. Red Bull, the ubiquitous energy drink and funder of all things Extreme™, had branded nothing less than a moment in human history. A monumental achievement brought to you by a peddler of a sugary drink that has fueled some of the worst decisions in the world [NSFW]. There was a day when the United States government was in the business of dazzling humanity with its feats of technological superiority and raw tenacity. For three years we were landing on the moon almost every six months. We made it look easy. Baumgartner’s jump is truly incredible, but it also makes me a little angry. I am tempted to bemoan the fall of civic life and the rise of corporate-sponsored spectacle, but ultimately I cannot find a moral handhold. Do I want an arms race or consumer capitalism to fund the greatest technological achievements of my lifetime?

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