When you are writing in the absence of feedback you have to rely on your own judgment. You want to please your audience, of course. But to do that you have to imagine what your audience will like, and since that’s hard, you end up leaning on what you like.

Once other people start telling you what they like via Like buttons, you inevitably start hewing to their idea of what’s good. And since “people tend to be extremely similar in their vulgar and prurient and dumb interests and wildly different in their refined and aesthetic and noble interests,” the stuff you publish will start looking a lot like the stuff that everybody else publishes, because everybody sort of likes the same thing and everybody is fishing for Likes.

What I liked about Reader was that not knowing what people liked gave you a peculiar kind of freedom. Maybe it’s better described as plausible deniability: You couldn’t be sure that your friends didn’t like your latest post, so your next post wasn’t constrained by what had previously done well or poorly in terms of a metric like Likes or Views. Your only guide was taste and a rather coarse model of your audience.

Newspapers and magazines used to have a rather coarse model of their audience. It used to be that they couldn’t be sure how many people read each of their articles; they couldn’t see on a dashboard how much social traction one piece got as against the others. They were more free to experiment, because it was never clear ex-ante what kind of article was likely to fail. This could, of course, lead to deeply indulgent work that no one would read; but it could also lead to unexpected magic.

Is it any coincidence that the race to the bottom in media—toward clickbait headlines, toward the vulgar and prurient and dumb, toward provocative but often exaggerated takes—has accelerated in lock-step with the development of new technologies for measuring engagement?

You don’t have to spend more than 10 minutes talking to a purveyor of content on the web to realize that the question keeping them up at night is how to improve the performance of their stories against some engagement metric. And it’s easy enough to see the logical consequence of this incentive: At the bottom of article pages on nearly every major content site is an “Around the Web” widget powered either by Outbrain or Taboola. These widgets are aggressively optimized for clicks. (People do, in fact, click on that stuff. I click on that stuff.) And you can see that it’s mostly sexy, sexist, and sensationalist garbage. The more you let engagement metrics drive editorial, the more your site will look like a Taboola widget. That’s the drain it all circles toward.

And yet we keep designing software to give publishers better feedback about how their content is performing so that they can give people exactly what they want. This is true not just for regular media but for social media too—so that even an 11-year-old gets to develop a sophisticated sense of exactly what kind of post is going to net the most Likes.