"We also had demonstrated that a focus on treating some theories as harmful, and others as not, ultimately wasn’t the most fruitful way to look at conspiracy theories. More fruitful was to be aware of the difference in types of conspiracy theorists themselves. Those who are newer to a conspiracy theory are the ones you are more likely to be able to reach with the facts, and therefore Alphabet’s efforts to counter misinformation will be likeliest to have impact the further upstream they are. In other words, it’s important to catch people at the
top of the rabbit hole, before they really fall down it."