 In October 2011, Jeppesen announced that he would be shifting the focus of the website to explore his notion of object-oriented writing, a new form of writing he invented in response to his feelings of frustration over traditional art criticism.Over the next few years, Jeppesen worked on the development of object-oriented writing as a hybrid creative-critical practice.In its proposition of a metaphysics of art writing, object-oriented writing could be thought of as a parallel creative practice to object-oriented ontology and speculative realism.