There's a familiar story about a mouse hitting a button, maybe red, to get dosed with cocaine. It does so, consistently, in preference to food and sex.

I prefer to think of the button as being a mouse button. And instead of cocaine, there's the Internet. Some mice have a simple mouse manufactured by an elitist fruit company, but the vast majority of mice have a Swiss knife of a mouse. It's got a minimum of 3 buttons, and one of them scrolls content up and down on a receptacle that, no matter how large, always seems too small. In fact, if there was a way to crawl into the receptacle I imagine the problem with these mice would be short-lived.

But that's the Internet. Publishers are driven through by the number of clicks their content gets and - sometimes - even the quality of the clicks if that makes any sense. Thus, publishers typically cut their content into smaller pieces so that the mice have to click through more links to get their doses of content. Each click is some revenue for the publisher. Click. Click. Click. And the majority of the mice, even hearing the urban legend of how they are just revenue streams for publishers, continue to click no matter the quality or quantity of the content. Click. Click. Click.