Offering voluntary fact checking tools to a subculture who views mainstream sources as invalid will only exacerbate the news bubble. Heavy moderation, only more calls of overhanded censorship. Shoveling content a user doesn’t want into the feed, will only drive that user away to another fact free safe space.

News organizations seeking to inform miss the point. The cultural schism at play here is because mainstream news has been caught promulgating fake news of its own. Judith Miller’s stories during the run-up to the Iraq War in The Times are a case in point. Donna Brazile’s abuse of the Presidential Debates during the primaries is another, passing questions to the Clinton campaign as shown by Wikileaks releases.

Those who voted for Trump were already predisposed to believe mainstream sources to be false. But now they have a President who openly calls national papers of record Fake News. And though he’s wrong on specifics — and so are his followers — so too is he right in general. And his audience knows this in their guts.

You can’t change this dynamic by attempting to force mainstream factual accuracy on a subculture who’s already been burned by a press media-consolidated and uniform vanilla. What’s needed is not more uniformity and calls to conformity. What’s needed is more publication diversity. And directly calling out those publications who violate basic journalistic ethics and funds to legally challenge those who engage in defamation campaigns.

And recognize, the election influence campaigns by Russia and it’s online troll farm in the US and throughout Europe relies on this dynamic to spread damaging falsehoods in their favor. Brexit, France’s LePenn, Austria’s Strauche, and even Trump, the social media manipulations that made this possible were originally engendered by the media outlets now smeared as Fake.