Лина Пивоварова (редактор отдела Мир)
It used to be a huge pain to produce a physical journal—someone had to operate the printing presses, lick the stamps, and mail the copies all over the world. Unsurprisingly, academics didn’t care much about doing those things. When government money started flowing into universities post-World War II and the number of articles exploded, private companies were like, “Hey, why don’t we take these journals off your hands—you keep doing the scientific stuff and we’ll handle all the boring stuff.” And the academics were like “Sounds good, we’re sure this won’t have any unforeseen consequences.”
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The advertisement is everywhere. The ice hockey player Peter Forsberg is trying on a pair of black glasses. In the viral clip he talks to the glasses, asking who is Sweden’s greatest hockey player of all time.
Readers are simply more willing to tolerate a lightspeed jump from belief X to belief Y if the writer himself (a) seems taken aback by it and (b) acts as if they had no say in the matter---as though the situation simply unfolded that way. Which is precisely what the phrase "it turns out" accomplishes, and why it's so useful in circumstances where you don't have any substantive path from X to Y. In that sense it's a kind of handy writerly shortcut or, as pg would probably put it, a hack.