The difference is incentive, you probably have heard that ByteDance already makes big money, it pays these self-media to concoct what-ever eye-grabbing "content

The difference is incentive, you probably have heard that ByteDance already makes big money, it pays these self-media to concoct what-ever eye-grabbing "content", and lend credibility to these "writers" by putting them in the same arena with traditional news and reporters: their news aggregation app and say this is today's "news" for you. The only metric that matters is click numbers, you can now out-do reporters with your perfect news stories that check every eye-grabbing boxes, coz you can type however you like and face no consequences, so why not to make it as juicy as possible.