In the same vein, aren't most newspaper articles simply PR in some form or another? The key is to be a savvy enough user to spot it.
A !ton! of "news" is just reposting reposts.
Many people validate their positions--and themselves--by the quantity of people that agree with them which leads to holding popular positions.
At certain points in time altruism and necessity meet to overcome these social forces, but it's usually only when crisis forces everyone to the table.
www.paulgraham.com/submarine.html