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For another, news is harder and more costly to moderate than vacation pics and celebrity sponcon.

It’s a fun and well-constructed story, but the way that brand references stand in for character development gives it a certain sponcon flavor.

You could pack all the familiar terms into a George Carlin–style breathless monologue: clickbait, Facebook, death-of-the-homepage diversification, sponcon, Trump bumps, pivoting to video, pivoting to VR, pivoting to A.I., scaling up, scaling down, going viral, going solo.

The top fighters occupy a paradoxical place in society: the incarcerated influencer, as if Spartacus were churning out sponcon on his off days.

That meant BuzzFeed’s sponcon traveled further than competitors’ ads.