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people seriously underestimate the degree of high that is obsession. it is, imo, basically the greatest high there is.
cults, teams, fandoms, politics. these things aren’t compelling just because they give you “purpose” or because they seem “important.” but also because being interested in something in a sustained way feels fuckin great. addictive.
it is, in part, why people pursue pointless hobbies or cling to old grievances. or why boredom and anhedonia feel so bad.
PR/media understands this, probably. the only way to make people ignore something you want them to ignore is to make it boring, irrelevant. and vice versa.
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