> But it’s never that simple. The real story is that Geese worked with a marketing firm called Chaotic Good, which creates thousands of social media accounts designed to manufacture trends on behalf of their clients

The complexity of being popular increases as the complexity of the environment increase. I'm started to think, maybe this is an unavoidable stage in the development.

Today's Internet is filled with high quality (at least engagement wise) content which the platforms are trying to promote to retain users. These content could occupy the free time of the user, after a certain time threshold has reached, they stops watching the platform all together.

This creates some competitiveness, unless you are also doing something highly optimized (for example, "hack the algorithm"), your effort may gone unnoticed, short-noticed or delayed-noticed, and that could lead to commercial failure.

The "psyop" is new the game rule simply because it should give you a chance to compete against other established content.