Hot startup Superhuman has been getting some backlash, as often happens when someone notices the precise methodology that a startup is using to enable a core feature. We’re well into stage 2 now when, inevitably, the backlash itself gets backlash.

The nut of it is that people have been exposed to the idea that Superhuman tracks email you send and receive and gives you tools to help you manage it. They do it on your behalf, but without the permission of the recipient.

You can read a review of the service by Lucas Matney, who spent six months with it, here on TC.

The best thing about all of this defense against the backlash chatter coming in is that the backlash itself is really not specious at all. People are literally just pointing out what they do, which is track email. And it provides real, genuine value.

This isn’t a new idea. It’s done by every marketing platform worth a darn that uses email. Every single email that comes in from a BRAND has some sort of this stuff happening. As do all websites (including this one). People are just not used to it being applied to a consumer product

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