http://observer.com/2017/02/i-helped-create-the-milo-trolling-playbook-you-should-stop-playing-right-into-it/

“Trust me, I’m lying.”

This is a manual of both what’s wrong with the way we make culture and society — and how people who understand this fact — are able to take staggering advantage of it. All day, every day.

And it starts with becoming their own ‘public’ enemy.

And the ending?

Well, it varies, but, when successful, the result is mountains of cash, power… and publicity.