I was a fan of his writing for a long time, but it's clear that the guy has fallen down the "build an audience that's only here for baying for blood on one particular topic" hole and won't be able to escape it.

He used to be really thoughtful and funny about the topics he took on. And I realize that's pretty standard for a critic. But now he just keeps digging deeper and deeper, getting more things wrong post after post. His posts have grown to probably 3x the frequency and 3x the length of when he was talking about stuff like Google tanking their Search business by bringing in the Ad guys.

He really used to be a "little extreme" with some really grounded viewpoints. Now it's more like he's performing the "angry british guy" in order to maintain his impression count and audience.

It reminds me a LOT of that Eli Schiff guy in the design world. A mediocre designer who couldn't get untangled from one specific design style, who figured out that anger drives clicks. Schiff became a "design critic" who eventually fell down the alt-right pathway and ended up becoming a pariah. I'm not saying Zitron is gonna turn into some right wing nutjob, but he's falling down the nutjob path right now in real time by consistently staking out the worst ungrounded takes and continually doubling down on them.