strategyI was new to Rebol nearly one year ago (I didn’t count past years as I just didn’t try to go really deep into the language), since this is the end of the year, I can now try to tell what I think about it.

I will inspire from Douglas Crockford, who told that Rebol had been part of JSON inspiration and who has written in the past this famous article on Javascript: “Why Javascript is the most misunderstood language”, since Javascript has now won a huge gain in respect, the most misunderstood language is now Rebol. Is it for the same reasons ?

The Name

Rebol is the acronym of Relative Expression Based Object Language and also associated with the “Rebolution” slogan. Nice name and slogan which would perfectly suit the Geeks mentality. So for me the problem didn’t come from the name, it did come from the unrealistic goal to pretend that Rebol could be everywhere. Instead of showing how on Real World Projects, there were just bold claims. This is Marketing 101: Don’t tell, Show. The World is still waiting for the Rebolution to demonstrate let’s say that a Twitter clone in Rebol could support massive concurrent users :).

Lisp in C’s Clothing (for Javascript) - Lisp without Clunky Parenthesis
Rebol is explicitely descending from Lisp with a much more expressive syntax. That was also a good point for Rebol so why did it fail to attract people on that ? Rebol didn’t target IT professionals, it did try to target the average hobbyists pretending that the language was easy. In truth on the surface Rebol is easy but as you try to go deeper, things become harder because in concepts, Lisp and Functional Programming mixed with OOP is not for the faint-hearted. Instead of explaining the hard concepts, all documentation tend to just explain the easy ones, guarding the “secrets” for the “smarts” who would dare to ask the right questions. Whereas VID/AGG are really the Gems in Rebol with the Parse Function, the VID documentation is the most lacking on that point so that even attempting to create a simple centered dialog box is difficult not because it’s impossible but because it isn’t explained anywhere, you have to try to understand by yourself by looking at the source code of the editor (supposing you discovered how) and in fact I encountered some problem that is still unsolved. As for AGG of course, you can expect even less - to say the least :).

Not Opensource I’m not so much naïve as to believe that the Opensource movement is only a spontaneous group of benevolent people because in Economics History, deflating the price of goods is a well-known scheme from the Big Capitalists to kill their numerous small competitors before they soar the price again or drive the investment towards another large scale sector they will be the only one to control (Oil in the past, Cloud-Computing tomorrow) so I’m not the one who would blindly say: go Opensource. The reason to go Opensource is due to this huge Marketing Scheme that these same Software Giants Oligopoly have setup behind the scene that is killing yourself financially little by little if you don’t want to follow the same path. Not going Opensource means a Heavy Cost for promoting your product because you cannot make free publicity. Since Marketing Cost is much larger in proportion than Production Cost for many successfull companies, you won’t be able to finance any growth. Not going fully Opensource or at least not giving “enough” to the Opensource Product from the commercial product is not a clear message for the Opensource lovers, that may be yet another mistake.

Targeting Language/Virtual OS Platform Market. Yesterday Rebol’s ambition was to be an Ubiquitous Language or maybe worst to be a Virtual OS Platform. A Language has no perceived value today only Reusable Frameworks and Libraries (look at Jquery and its sponsors once again or PHP Zend Framework). OS Platforms are only for the Big Names, we know them already: Java VM (not the language) and .NET (once again not the languages). Instead of creating an “IronRebol” like an IronPython, IronRuby, Clojure or Scala, Rebol still pretends to be multiplatform. Being Multiplatform without being able to integrate with the two main Virtual OS Platforms is not really multiplatform in my opinion. This is for me the number One Strategic error. Not exploiting the Ecosystem of Dynamic Languages that are now openly favored by both the Giants Sun and Microsoft (see Microsoft DLR initiative for example) will be a huge mistake because as usual time is your number One Ennemy and the door may close soon as the Winners will be emerging from this new Competitive race. And I almost forget that this also would save hugely on Marketing cost.

There are many other things, some I said in other articles or section but to make things short, I will now jump to the conclusion: Rebol is worth a look for sure and I will continue to do so, but its Business Strategy is just not really marketable in its current state. A 180° turn is needed, so not easy but not quite impossible yet, I still believe :).

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