But if I open a random influencer agency website, I can read something like this: "Influencers drive trust". The message here seems to be: Yes, trust is super valuable - and now the price is finally dropping! But is it really?
DHH suggested a book in an interview with Tim Ferriss[0]. I read what DHH says often and trust his taste - is this bad? I don't think so. Obviously DHH wasn't paid to talk about this book, but it wouldn't matter either way to me; a lot of his influence comes from the fact that I know he wouldn't willingly shill for something he doesn't believe in.
[0] http://fourhourworkweek.com/2016/10/27/david-heinemeier-hans...
When someone is financially incentivized to push something, but discloses that, you have to take it with a grain of salt. When they don't disclose it, you can't trust a word out of their mouth. Full stop.
Or just write bullshit copy. It doesn't matter to them, as long as it attracts customer.
It's actually fun to watch how ad/marketing sector is stewing in its own bullshit - as the sector subdivides and specializes, each component has to employ the same "tried and true" bullshit tactics to attract customers within the sector.