They moved to California, first Wade, then Goldman, and started an advertising business that quickly failed. But it did attract one client who ran numerous alt-right Facebook pages. He needed more writers, and in 2015 Wade and Goldman started doing stories and getting paid based on how many clicks they got. The first story Wade did aggregated a South Korean news report that claimed an anonymous source had said that a North Korean scientist had defected with data from human experiments. Wade knew he needed a picture to sell the story to readers. He searched online for an image of a human experiment that, as he describes it, would make people think, "What is that? I got to click." He found what he recalls was a "totally misleading" photograph of a fleshy mass and made it the featured image. He wrote the headline, "[PROOF] N. Korea Experiments on Humans," published the story and made $120 off 10 minutes of work. It was, he says, a revelation: "You have to trick people into reading the news."