Equation #13 · Chapter 5

Dorian Gray Index D_gray

D_{gray} = \frac{Revenue_{dark\text{-}pattern}}{Trust_{eroded}} \times Time

Dorian Gray Index

D_gray · Ch 5

(Dark-pattern revenue ÷ trust eroded) × time. Trust erodes exponentially, not linearly.

Worked example — A four-screen cancellation flow

A subscription business where cancelling takes four screens and a phone call during business hours. Score how much of the revenue leans on that friction: 6 of 10. Trust already eroded: 4 and climbing. It's been running six quarters.

It came out at 9.0. Red — canon's line is 5. The portrait is becoming visible.

Put this number on the same slide as the growth chart, without commentary. Most executives look away. The one who doesn't is your ally, and finding that person is the entire play.

Your turn — change one number

How much of the revenue leans on the dark pattern (0–10)6

Trust eroded (1–10)4

Quarters running6

Result9.00

Red. The portrait is becoming visible. Collapse incoming — some execs look; those are your allies.