The trouble is that at scale, in a world where people's attention spans are already stretched to the breaking point and any kind of bullshit can be amplified to

The trouble is that at scale, in a world where people's attention spans are already stretched to the breaking point and any kind of bullshit can be amplified to tens or hundreds of millions of eyeballs in minutes, the bullshit asymmetry principle comes into play. I don't know what the answer is, because it's a genuinely new environment for the human brain.