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Fantastic article! If you are optimizing for numbers you aren’t writing for human engagement.
Agreed, it’s like engagement versus actual engagement, like actually connecting with your audience, human to human.
Westernberg has been on fire lately with her critiques of platform capitalism, and the commercial web generally. She speaks in a much more off the cuff manner, but honestly I put her next to Zitron or Doctorow, as defenders of the Good Internet.