Before the like button, it was more individualistic. Before web 2.0, before global market penetration had hit 10%, it was mainly early adopters.

Who clicks on the clickbait? Who upvotes the garbage? Who actually sees ads and goes to buy what they didn't need? I think we all know.

The window we saw may have been one of an illusive sub-population who is forever on the treadmill trying to get away from the unwashed masses.