An important part too is that it all has to appear effortless. So we see in the article how much work went into getting that deal with Outsiders where 70 emails

An important part too is that it all has to appear effortless. So we see in the article how much work went into getting that deal with Outsiders where 70 emails, a half hour photo session, which is then photoshopped all go into making a single post where they talk about how the whole experience has made them reconsider what work means. And of course it has to be published at 11:00 AM, since thats when engagement is the highest.