“My job is to lie to the media so they can lie to you. I cheat, bribe, and connive for bestselling authors and billion-dollar brands and abuse my understanding of the Internet to do it.”
“The economics of the Internet created a twisted set of incentives that make traffic more important—and more profitable—than the truth.”
“Conning the conmen is one of life’s most satisfying pleasures.”
“The reason the knives are so sharp online is because the pie is so small.”
“The most powerful predictor of what spreads online is anger.”
“In an age of images and entertainment, in an age of instant emotional gratification, we neither seek nor want honesty or reality. Reality is complicated. Reality is boring. We are incapable or unwilling to handle its confusion.”
“Since content is constantly expiring, and bloggers face the Sisyphean task of trying to keep their sites fresh, creating a newsworthy event out of nothing becomes a daily occurrence.”
“The more extreme a headline, the longer participants spend processing it, and the more likely they are to believe it. The more times an unbelievable claim is seen, the more likely they are to believe it.”
“You cannot manipulate the news but not expect it to be manipulated against you. You cannot have your news for free; you can only obscure the costs.”
“Someone has to stand up and say the emperor has no clothes—the words have no spaces between them, and godammit, that’s ridiculous—because only after the problem is identified and the new ideal articulated can creative solutions can be found.”