The point isn’t to consume the content.
The point is to be the first to comment on it. The point is to be the best at publicly deconstructing it. And to the point is to outdo everyone else in making fun of it.
That’s why the volume of comments far exceeds the volume of content.
Because that’s what nerds do, they obsess. They have hyperactive internal monologues passionately deconstruct everything they encounter. And the only way for a nerd to be more into something than others, is to hate it.
Knowing this, the goal shouldn’t be to deliver content that’s perfect, unarguable and safe.
The goal is to be pliable. People want to be able to do remixes that enhance or ridicule what the mass market is giving them. They want to tap into their creative flair and achieve whatever microfame they can muster. Let them.
The goal is to be open. Great art is never finished anyway. Kick out the parameters of your vision by trusting people to have their own experience. People like talking about cool stuff they made because it increases their status. Let them.
The content is only the beginning.
The real trick is not to boil the water, it’s to keep it hot.
Because when you boil it, it evaporates.