from the article.

> The returns on reasonableness have almost entirely collapsed

If you measure returns by others' approval, then you are doomed as the world is fickle. Unfortunately, as a writer or journalist you are forced to depend on approval of others.

The alternative is to sculpt a framework or scorecard largely independent of what others think - but this is hard, as we are social creatures.

There is a large number of people that appreciate being told the truth. That model actually works better over the long term.

Grifting (which is what is often seen on social media platforms by many of the personalities) can give you large rewards quickly however you are always at risk at being found out. Once they are exposed, it is often usually over for them.

> as a writer or journalist you are forced to depend on approval of others

and sometimes the disapproval of others, as we've seen with the sort of rage-baiting headlines many blogs, social media accounts, and even traditional media outlets, are writing

and the thing is... this approval/disapproval reaction isn't elicited to necessarily build coalitions, make friends, or change minds, it's often built to sell eyes-on-ads which is a completely perverse incentive that has eaten the mainstream internet