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I cannot stress how little interest I have in the World Cup. I like sports, but not soccer, and certainly not Planet Soccer. I have all of the information that mankind has ever discovered at my fingertips, but I still refuse to Google who won the World Cup, because that answer will never be important to me. It could have been America, it could have been my neighbors, it could have been fucking space and it wouldn't matter to me. It's not that I hate soccer or the World Cup or anything, it's just that I'm not interested in the subject so hard that it sort of consumes me.

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When the World Cup happened last ... (year? March? Tuesday?), I was bombarded with World Cup stories all over the Internet. And, yes, it is the whole Internet (or at least the only parts of the Internet that I'm interested in; the parts that update daily). ESPN.com's talking about every game (match? brawl?) and every player (rumbler? swordsman?) and speculating on who is going to take home the big trophy (medal? Quidditch badge?). Tumblr is full of soccer gifs and vuvuzela-related memes (since I never really dug into the story, for two whole weeks I thought there was some star soccer player called Vuvu Zela). And, because of the way the Internet works, if everyone online is searching for and craving World Cup-related content, every website that publishes daily articles is going to try to get in on that by covering something vaguely related to the World Cup, even if that site doesn't typically cover sports.

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There's nothing wrong with that. It's smart business. Give the people what they're looking for. Tap into the zeitgeist, and so forth. It's only a problem if, like me, your lack of interest in the most popular subject at the time is so strong and thorough that it's almost an active apathy.