2026 arrived with many things, to say the least, but one thing it has brought along is a linguistic morsel called “friction-maxxing.” Despite endless IG reels, TikToks, YouTube tutorials, and, of course, ChatGPT promising the promethean deliverance of ease, Kathryn Jezer-Morton rather offered us another way in her article “In 2026, we are friction-maxxing” in The Cut. Her point: happiness and satisfaction lie in resistance not convenience and automation. Friction-maxxing is choosing the harder option that requires more time, more thought, more emotion, and, often, more presence. It is through the avoidance of friction, emotional and mental disturbance, that we lose our humanity. Jezer-Morton calls for a return to an analog approach to our daily life. Examples would include hand-written notes over AI summaries, reading a book rather than watching the movie, or walking to work rather than driving. I would like to call for an even more persephonic embodiment of “friction-maxxing;” while friction-maxxing employs more material and mental effort to derive satisfaction, I would like to offer its emotional and empowering sibling: “Present-maxxing.” Now, before I unpack present maxxing, I find it best to present the problem it addresses in order to understand it in both breadth and depth. In order to do that, we need to talk about grief. Grief is the acclimation to reality after a loss. This loss presents itself. in a multitude of facets in human life.

Like so many other things, people want hard evidence that art brings value to a community just as taxpayers want to know why paying for research into the study of astrophysics, upgrading technological infrastructure, and committing to developing public transportation want to know. 

Bottom line: why is art worth the money? 

That's a very good question that I am thrilled to answer. 

But this conversations extends far past what value does art bring tax payers, the far more compelling truth is that businesses can benefit from public art just as much, if not more, than taxpayers in terms of return on investment. 

It can be easy to create branding for your business via services, like Canva or Photoshop, and having your business's signage printed at the most economical printer. 

But, what are the hidden costs of connection behind modern commercial conveniences?