The most persuasive thing a brand can say is the truth that stands to hurt its pitch. I was surprised to read this in an email from Backblaze, the cloud backup company we use for offsite data protection: “Drives are failing less, and lasting longer. The classic bathtub curve no longer fits.” That’s not the message you’d expect from a company whose business was built on the FEAR of lost data. Know what? It made me trust them MORE. Because hard drives still eventually fail, and just as...