> For now, the site is doing an internal review to see if there are more effective ways to format reviews—Frumin cited Wirecutter’s “22,000-word” air-purifier r

> For now, the site is doing an internal review to see if there are more effective ways to format reviews—Frumin cited Wirecutter’s “22,000-word” air-purifier review as a triumph of the form and a work of great journalism, but he also noted that it’s not a style that all readers might prefer I'm sure he thinks this is a good thing; length = good SEO, as any recipe website owner will tell you (!) Wirecutter pioneered the "affilliate links" website model, which became competely commoditized in the post 2013 algorithmic social media era where everybody is one viral post away from setting up a Linktree shilling discount codes for all and sundry. The site definitely feels like it's past its shelf life. Affilliate marketing is low-budget and skeevy today, churning out Iliad-length reviews of hand towels isn't hiding that well enough anymore.