He stands in front of the Hype Machine as it pulses and whirs. He cracks open his energy drink, the can clammy from condensation. The sweat from his fingers glides across the aluminum lip. If it weren't for the whirring, gurgling buzz of the Machine, the transfixed crowd would hear him gulping between sighs of refreshed "Ah!'s".
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I wrote an awfully mean short story about videogame hype generators.