But as hopeful as this seems, it isn’t a retreat from measuring engagement. This is a retrenchment. A fine tuning. Because, again, humans click on the salacious. The extreme. The sensational. They click to learn how far reality diverges from expectation. Which means: If you can depict a reality with intimate fidelity, if you can create a mental map of how users make decisions, you can guarantee clicks (engagement) by presenting any information which diverges from that reality by a measured degree.