Say you work at an Internet magazine. You wake up, drink your Free Trade™ coffee, put on your Raybands™, pick up the iPhone™ then grab your Pelago™ fixed gear bike and ride down to the office.

You get through the morning meeting with 18 white women and one brown dude by discussing oppression of capitalism and micro-aggressions. You’re new. You’ve yet to prove yourself. What do you write about? What would cement your place in the outrage factory? What do you know? Who needs to be hit?

Well, you’re just a kid but you’ve seen that one episode where you could kinda maybe turn it into a political statement. Fuck it. That Brooklyn rent isn’t going to pay itself. Better make it snappy and absolute because that clicks-for-pay contract really screwed you over. Bam. You submitted it and now Twitter™ is going crazy. You feel bad because you like the show but you were on the good side of the debate because you did it for the poor, right?

────────

Joe wakes up. Drinks his Maxwell House™ coffee, put on his Nordstrom™ suit, shines his HUGO BOSS™ oxfords, orders a Uber™ and rides down to the office.

Joe gets through his morning with the 20 white men and one brown dude by talking about the oppression of political correctness and socialism. Joe has been at the outrage facory a while now. He doesn’t seem to climb the ranks. What would impress his colleagues? What would prove his conservative bona fides? What does he know? What needs to be hit?

Well, this random Internet mag who started last month is going on about some show and some perceived political message. It seems ridiculous to even give it a second thought. Fuck it. That loan on the Audi™ he just bought ain’t gonna pay itself. He better make it snappy and absolute because that clicks-for-pay contract really screwed him over. Bam. Joe submits it and starts a flame war on Twitter™. He feels bad because the whole thing is BS, but he feels he’s on the good side of the debate because he’s defending personal responsibility, right?