AI is unique in that the incentive is to write engaging, compelling, perhaps wonderful ostensibly truthful content that is total nonsense.

Enthusiasts in a subject are often wrong, but usually the goal is at least to convey something useful about the topic to the reader.

The spammer/content farmer doesn't care about that. Users trying to farm attention on social media don't care about that. A manipulator on a certain topic doesn't care about that. They just want SEO and eyeballs. But usually the intersection between high quality topical writers and people with these motivations is very low.

...That is not the case any more.