Ryan Holiday

The problem is that facts are rarely clearly good or bad. They just are. The truth is often boring and complicated. Navigating this quandary forces marketers and publishers to conspire to distort this information into something that will register on the emotional spectrum of the audience. [...] Behind the scenes I work to crank up the valence of articles, relying on scandal, conflict, triviality, titillation, and dogmatism. Whatever will ensure transmission.