I know there are many folks in the media business who spend a great deal of time trying to figure out how to build a better mousetrap.

Mousetraps are not built for the benefit of the mouse.

I’m not interested in building mousetraps. I’m not interested in the type of A/B testing that wants to know what delivers the most pageviews, without regard for the actual content. I feel an obligation to respect people willing to give me their time and attention.

I decided I wanted to do this work because I want to better understand the world and I sincerely care about trying to help others do the same.

I know that may be naive, but I believe that doing things a certain way has consequences.