The mass behaviour modification machine is rented out to make money. The manipulations are not perfect, but they are powerful enough that it becomes suicidal for brands, politicians, and other competitive entities to forgo payments to Bummer enterprises. Universal cognitive blackmail ensues, resulting in a rising global spend on Bummer. If someone isn’t paying a platform in cash, then they must turn themselves into data-fuel for that platform in order to not be overwhelmed by it. When Facebook emphasised “news” in its feed, the entire world of journalism had to reformulate itself to Bummer standards. To avoid being left out, journalists had to create stories that emphasised clickbait and were detachable from context. They were forced to become Bummer in order to not be annihilated by it.