From a marketing standpoint, we know they’re also less tolerant of hype, sleaze and old-school copywriting. They respond to scary headlines with scorn. They rarely believe that if they miss this one opportunity, they’ll be stuck forever in whatever their problem is. Storytelling has become a business skill.

Indeed, at times shrill criticism just becomes part of the same hype cycle as technology itself.

With click-driven advertising, if a headline tells too much, there is little incentive to click on the story. Headlines now go through contortions not to tell you what the story says.