Sadly, this machine only works because of the psychology embedded in humans that allows for the rabbit hole to tunnel like it does. Again, if we don’t react, it’s just noise. Before the Internet, before we all had access to everything and everyone, if you saw something you said “oh that’s terrible” and then you continued about your life. Short of protesters, you didn’t stew in it or make it your mission to let others know how upset you were. In some ways the Internet has definitely helped breed change but as usual, give an inch, someone somewhere will take a mile. They can only do this because we let them wind us up and play with our psychology. If a few people say something, it creates a spiral of chaos. You have different sides. You have let’s say something controversial happens. You’ve got the people against it - they share it because they’re mad, the people for it- share it because it suits their agenda,  the people who don’t mind it- they share it to tell others It’s not a big deal and then you’ve got in between, people who just want to watch the world burn- they share it for a laugh and some engagement. So you take all of these perspectives and all of these reasons for sharing and then their friends share it for their reasons and so on and so forth and you’ve got yourself a virus. A man made virus of disproportionate outrage. Things get blown out of proportion because each of these branches of the rabbit hole, deepen it and then they, the media, the companies, the market researchers, study us. They study every move we make because our psychology is what makes us move and when we move, it makes money. He’s absolutely right. It’s an outrage machine, and a self oiling one so why would they stop? They know it’s wrong, they know it’s immoral but we play right into it every day, all day over everything.