1/ Facebook clamping down on clickbait is a really healthy development, as is @SavedYouAClick type ideas.
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3/ The native mode of online writing is to *lower* expectations upfront and then exceed them. "Cult classic" is the main mode of the web.
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4/ This is counterintuitive. For something to be a cult classic, you have to have a "why isn't this better known?" sense of discovery.
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