“The Observer knows that the headline ‘Dave Chappelle Told Jokes About Politics’ is going to do less well than its sensational headline about him defending Trump and trashing Clinton (just as TMZ knew they could get traffic out of baiting Chappelle into responding). Just as you know deep down that most of the articles you share on Facebook or Twitter, as Ricky Van Veen pointed out in his excellent TEDx Talk, are about confirming your identity and virtue-signaling.”