互聯網已經在說服技巧上投入了大量資金，而對“點擊”的需求是它誘人的陷阱。我們都認識到這種形式:在你剛進入的網頁上做廣告的公司讓更多的人看到他們的廣告，而在經濟上依賴這些廣告的網站的主人得到了錢。很明顯，將人們引向內容，從而產生“點擊”是有回報的。“這與垃圾食品的不健康循環沒有什么不同:為了一時的滿足而忽視長期的損害。”

The Internet has become heavily invested with the craft of persuasion—and the need for ‘clicks’ is its inviting pitfall. We all recognize the format: companies advertising on a webpage that you have just entered get more people to see their ads while the host of the website that financially depends on such advertisements gets money. It clearly pays off to herd people towards content, thus generating ‘clicks.’ It’s not unlike the unhealthy cycle of junk food: long-term damage ignored for the sake of instant gratification.