I spent a couple of minutes scanning through their content, and I think the theme of the site is pretty clear: they analyze popular culture (people, media, cons

I spent a couple of minutes scanning through their content, and I think the theme of the site is pretty clear: they analyze popular culture (people, media, consumption, and so on) in order to tease out philosophical questions and theories. The reference to the Daily Mail is relatively simple. This website obsesses over the same culture, but for an entirely different purpose. As far as I can tell, it's not supposed to be an ironic publication, like the Onion or something. And I don't think they are making fun of the daily mail necessarily