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A bstract Due to a well-known, but curious, minus sign in the Gibbons-Hawking first law for the static patch of de Sitter space, the entropy of the cosmological horizon is reduced by the addition of Killing energy. This minus sign raises the puzzling question how the thermodynamics of the static patch should be understood. We argue the confusion arises because of a mistaken interpretation of the matter Killing energy as the total internal energy, and resolve the puzzle by introducing a system boundary at which a proper thermodynamic ensemble can be specified. When this boundary shrinks to zero size the total internal energy of the ensemble (the Brown-York energy) vanishes, as does its variation. Part of this vanishing variation is thermalized, captured by the horizon entropy variation, and part is the matter contribution, which may or may not be thermalized. If the matter is in global equilibrium at the de Sitter temperature, the first law becomes the statement that the generalized entropy is stationary. 

A bstract Membrane nucleation, a higher dimensional analog of the Schwinger effect, is a useful toy model for vacuum decay. While a non-perturbative effect, the computation of nucleation rates has only been accomplished at weak coupling in the field theory. Here we compute the nucleation rates of spherical membranes using AdS/CFT duality, thus naturally including the effects of strong coupling. More precisely, we consider the nucleation of spherical membranes coupled to an antisymmetric tensor field, a process which renders the vacuum unstable above a critical value of the field strength. We analyze membrane creation in flat and de Sitter space using various foliations of AdS. This is accomplished via instanton methods, where the rate of nucleation is dominated by the semi-classical on-shell Euclidean action. Our findings generalize the holographic Schwinger effect and provide a step toward holographic false vacuum decay mediated by Coleman-De Luccia instantons.