In 2012, attempts to stay ahead of readers' innate desires resulted in a collective throwing up of hands. Think pieces and reviews still existed, but they were accompanied by other attempts to lure readers: Trifles like album titles and track listings treated as news items worthy of their own "stories" (to maximize the possibility of people tripping over their fingers and into a unique view); artists out of the public spotlight for more than six months unearthed as if they were creatures from another dimension; Tweets and other public statements by artists taken out of context and drained of their tone so as to stoke "WTF" headlines; superlative-laden lists not even aimed at expressing an opinion in count-downable form; posts with factual errors seen as hits to institutional credibility and opportunities to wring double the traffic out of one story.

“Criticism is only useful when it helps us see something we are having difficulty seeing on our own; it’s not helpful when it tells us to stop looking. ‘But what if everyone pays attention to the wrong things? We have to guide them to the right things!’ Well, eventually everyone stops paying attention to everything: time is pretty effective that way. With that in mind, we should only worry about pointing the good out, and not worrying about the bad. And in the age of the Internet, this dictum takes on added force. Think of it as the Paris Hilton effect: talking about the bad just encourages the bad. No one has ever cured a celebrity of anorexia by posting photographs of her on the Internet, or has helped Charlie Sheen get off alcohol by getting exasperated at his stupidity. Trashing bad people and bad art does not make you a good person.”

Thoughts on the tendency of the internet to empower and break down niches. “You can be a niche, but you’re a public niche, so you can’t expect to be left alone about it, or understood on your own terms. The internet makes niches possible, but it’s also a massive space in which loads of different people communicate — and spaces like that tend to pull everyone toward the middle, developing conventions and enforcing a cultural center. So far, this hasn’t stopped plenty of corners of the internet from getting extremely insular and specialized, but it’s still a form of cultural policing on this front.”