Escalation, Delivered

Good morning, Core readers!

Today’s edition is packed with stories reflecting the pulse of our ever-changing world. From a digital exodus shaping the future of social media to bold moves on global fronts, it’s all here. Let’s dive in and make sense of it together.

Here's everything you need to know today:

Well, that didn't take long. One day after receiving Washington's approval, Ukraine fired ATACMS missiles into Russian territory. The targets? Near the border, ammunition depots in Bryansk.

Ukraine's silence does not mean Russia is unruffled. The Kremlin claims most missiles were intercepted (they always do), but U.S. sources claim only two were destroyed. Either way, it's the first time these long-range missiles have entered combat and succeeded.

Now things get even more complicated: Moscow accuses the U.S. of escalating the conflict. Their latest playbook suggests that any attack supported by nuclear power is a direct attack on Russia. That's… not reassuring.

This is a show of strength and capability for Ukraine, not just a strategy. Russia faces another headache in a war that isn't exactly going as planned. In the meantime, U.S. officials dismiss Russia's nuclear threats as "irresponsible rhetoric."

It's clear: stakes have just been raised, and everyone is watching.

The Great—Blue—Wave

The sky might not be the limit for Bluesky after all. Originally a niche refuge for users fleeing Elon Musk's rebranded X, the social media platform now has 20 million users.

Just this week, Bluesky has added a staggering 1 million new users a day, fuelled by media outlets like The Guardian, which called X "toxic," and celebrities like Stephen King and Lizzo. In the U.S., Bluesky even overtook Threads in daily website visits, signaling its growing influence.

What’s driving this shift? It's a combination of frustration with X's increasingly controversial policies, concerns about misinformation, and Bluesky's growing reputation for community-driven content.

For me, this shift is personal. My Twitter experience deteriorated years ago when the environment became toxic. Bluesky feels like a fresh start where genuine connections can flourish again. It’s more than a social media platform; it’s a much-needed antidote to the chaos of recent years.

The Last Pulp

Think morning routine: breakfast, coffee, and Tropicana orange juice proudly on the table. Then, grab it one day and realize it's different—smaller, generic, and somehow less "Tropicana." That's exactly what happened when the brand switched from its iconic carafe to a bottle.

The backlash was immediate and fierce. Customers weren't just unhappy—they felt betrayed. Tropicana lost $30 million due to a 20% drop in sales. Many fans took to social media to vent, accusing the brand of shrinkflation.

Here's where it gets interesting: Tropicana's current fumble isn't its first. In 2009, the straw-in-orange logo was ditched for a minimalist design. The result? A 20% drop in sales and a hasty retreat to the original packaging.

Why does this keep happening? It comes down to losing touch with what customers love. There was more to the carafe than just a bottle; it was an icon of freshness and tradition. It's clear: in the marketing world, the wrong packaging can leave a sour taste—literally and figuratively...

Can’t Breathe

Lahore’s air is so bad right now you could probably chew it—and that’s not even the worst part. The thick gray blanket of toxic smog covering Punjab and northern India is visible from space. This haunting satellite view shows how bad things have gotten.

Schools, parks, and public spaces are shuttered, and hospitals are overrun with respiratory cases because the air quality exceeds 1,000 (300 is hazardous). Meanwhile, children—the most vulnerable among us—breathe air 110 times more toxic than safe.

The government is cracking down on industrial polluters and even calling for smog diplomacy with India. The blame game is easy, but solutions remain elusive. One thing’s clear: Stepping outside shouldn’t put your lungs at risk.

💡 Core Wisdom

📸 Lens to Life

Can you take a photograph of a ghost?

🧮 Core Count: 25

The average number of years a person spends sleeping.

🗓️ Flashback:

762 - Uyghur Khan Bögü conquered the Chinese Empire's capital, Lo-Yang.

1815 - After the Battle of Waterloo, France and her allies agreed to pay indemnities.

1945 - Nuremberg war trials begin with 24 Nazi leaders on trial before Allied judges

1986 - The WHO announced the first global AIDS effort.

I'm glad we could get together here. Looking forward to seeing you tomorrow!

Fatih Taskiran