But is there really a great deal of correlation between ‘most clicks’ and ‘value of content’? Obviously, there are some rare exceptions of true quality that seem to rise above the temptation of clickbait—the Gnarls Barkley “Crazy”’s of digital journalism—but who’s to say that what we choose is best for us, or what we’ll get the most out of, or is of highest quality? I know my eating habits don’t reflect that, why would my media consumption?

If I know I have an hour to kill online before my train arrives, will I watch an academy award winning movie? Will I read a thought-provoking Atul Gawande longread? Or will I click through 30 second articles and images until it’s time to board? Well, maybe I would read the Gawande but you get the point. There’s also always the hypothesis that most demonstrate greater restraint or intellectual stamina but hey.