by Guest Contributor Roberto Lovato, originally published at Latino Rebels
MISSION DISTRICT, SAN FRANCISCO—A new age is upon us, the Age of Soy.
No, I’m not talking about some new genetically-modified organism that will (further) fundamentally alter the corn in our tacos, the gas in our cars or the farmland of the Midwest.
The development of which I speak has to do with how Mountain View, California-based Google’s launch of .SOY, a web domain targeting the country’s Latinos, was supposed to herald a new day on the Latino web, with some “Hispanic marketing experts” waxing triumphant about our (finally) getting some respect from a company that has a less-than-triumphant record of hiring Latinos or black people.
And then the Latino and vegan web responded: Hey Google, “soy,” (Spanish for “I am”) sounds more like a domain name for one of the tony vegan Mexican restaurants that Google and other Silicon Valley workers eat $15 tacos at than it does a hub for online Latinos.
Far from being the Latino web sensation Google and its “experts” expected, .SOY provides fodder for the amateur comedian in us all, with Latinos and vegans joining forces, taking the “.SOY” domain and applying it to different adjectives like quépendejo.soy (how stupid I am), #soyhispandering or calling .SOY “The must-have domain for the lactose-intolerant.” Read the Post Google to Latinos: We Will Define You for You