The ads strike me as basically deceptive. Like when I was in NYC last week the ads showing a cuddly mascot were all over the place. Video ads on YouTube don’t show a Bay Area TurboKnerd geeking out with a top-of-the-line Mac mini to a reskinned OpenClaw (reality) but rather some guy running and talking to his phone to schedule a massage.

I like the image of Muse and think a product that delivers what it promises to the consumer could be a hit but,,, this looks like something they rolled out in a hurry to take advantage of the FOMO of the uninformed and boost their stock price for a few months until reality catches up. They are a huge company and they could do something only a big company could do but no…

Like the real mass market product is not going to be a smart shell for a Mac it’s going to be cloud based. Like is it economic for your Mac to be sitting there running all the time when you are using 10%? The true believer say yes, the mass market says no. Is Apple going to let them put a skin on your Mac or is this a product that Apple will embrace and extinguish?

The naming is a bit confusing, but there are two things called Muse ...

There are the models, such as Muse Spark, Muse Wonder, and this Muse Open.

There there is "Muse" itself which is a cloud based "personal agent", always running in your own cloud-based virtual machine, that you can assign tasks to.

I think the Muse agent (which competes with Instinct, Grok Bot, etc) is where Meta currently believe the money will be. While you can pay for higher usage levels, it seems they are expecting many people to use the free tier, and they will make money by charging transaction fees to services Muse uses/orders (e.g. travel, entertainment) on your behalf. This "personal agent" market is predicted (but let's see) to be huge - much larger than the coding agent market.

I assume the guy in the ad is talking to his Muse agent to schedule the massage.