The dynamic is that a columnist writes something intentionally provocative, and then anger twitter drives clicks to it, which rewards the publisher for the provocation and incentivizes them to publish more of that rather than anything better. Leaving this vague for future re-use.
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A useful thing some columnists choose to do at the end of the year is talk about which of their posts were most and least read, and the results are pretty dispiriting. https://www.nytimes.com/2019/12/18/opinion/unpopular-columns.html …
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pretty cool way to boil a planet
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here in the twitterverse anyway, and similar venues
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