The metrics used to trade advertising and to measure delivery of content (aka stories) are becoming less and less correlated to what people are actually paying attention to. This is because vanity metrics that are poorly defined – like “views” or “impressions” – are propped up in order to keep advertising prices low.
Serendipitous use of the internet is slowly going extinct as we replace link-hopping with the algorithmic-feed. Ranked results and recommendations have become the dominant mode of exploring information online.
The sociopaths quickly become best friends with selected creators. They dress just like the creators—only better. They talk just like the creators—only smoother. They may even do some creating—competently, if not creatively. Geeks may not be completely fooled, but they also are clueless about what the sociopaths are up to.