The problem is that once money comes into the picture, you find ways to generate more revenue.

I know this from first-hand experience. I was involved with talk radio back in the day, and it's comparable to podcasts and the"influencers" in my opinion.

You start out striking a nerve with a community. Your heart is in the right place. You believe in what you say. 6 months in, you still believe in what you say, but you inevitably have less of it. A year in, and you have a steady following. You get good "ratings". Your audience expects you to deliver.

You brainstorm. What's the zeitgeist? You see a chance to create controversy within your subject matter, let's say football.

You say something knowing it will create attention for your show. If you're in NY, you say Philly has a better team. And vice versa. You listen to other shows and take the opposite side of whatever it is they're whinging about.

But hey, you still believe in the basis of your show, but you have to have the ratings {clicks, influences, impressions} to even keep the show. So a little manufactured material mixed in won't hurt anyone. It's for the greater good!

But now everyone is doing it. You need to up the ante. You begin researching "underground" gossipy topics, reading forums {ahem GAW!}, and glomming from online arguments to give you material. You take a side that aggravates the most people. Or you take a very popular stance which guarantees listeners {or readers}, but maybe they aren't as passionate as the angry ones.

Nevertheless you've found your niche. You're basically taking any material you can that will ensure people will listen. Your personal view is still there somewhere. Certainly that counts for something! But now there's less and less time to get it in the show.

Now you're a Brian Cates! Or a Clandestine! You believe in 50% of what you say, the rest is the sizzle.

Right Cates?! I know he reads GAW