He was, by then, closing in on his 10th year as head of the Cloud Appreciation Society and, as he’d done after 10 years with The Idler magazine, he was questioning his commitment to it. Somehow, being a cloud impresario had swallowed an enormous amount of time. He was lecturing about clouds around the world, sharing stages at corporate conferences and ideas festivals with Snoop Dogg and Bill Clinton and appearing monthly on the Weather Channel. Then there was the Cloud Appreciation Society’s online store, a curated collection of society-branded merchandise and cloud-themed home goods, which turned out to be surprisingly demanding, particularly in the frenzied weeks before Christmas. The Cloud Appreciation Society was basically just Pretor-Pinney and his wife, Liz, plus a friend who oversaw the shop part time and a retired steelworker he brought on to moderate the photo gallery. It was all arduous, which Pretor-Pinney seemed to find a little embarrassing. “My argument about why cloud-spotting is a worthwhile activity is that it’s an aimless activity,” he said. “And I’ve turned it into something that is very purposeful, that is work.”
At the same time, he realized that he’d conjured a genuine community of amateur cloud-lovers from all over the world but regretted never doing anything to truly nourish it; it felt so “fluffy,” he said, “with no center to it, like a cloud.” Soon, that spectral society — that cloud of people on the Internet — would be celebrating its 10th anniversary. “I’m thinking that it might be a nice reason to get everyone together,” he said.
Jon Mooallem wrote a wonderful piece last year about clouds, their identification and classification, and being part of a group of likeminded people: