But some of the biggest dangers could be for content providers. The more we learn about exactly how much and why you like us, the less excuse we'll have to rely on our own judgment. Online, as everywhere else, attention means money. But there are differences between online metrics and the quaint days of the volunteer consumer survey accompanied by a crisply pressed dollar bill. And if a Web site can calculate its most-recommended articles on the basis of a fairly crude reader poll, it could someday post a more sophisticated rating based on, say, the number of unique hits multiplied by minutes spent per page.
Passionate subjects invite passionate response.
None of this confirms anything we don't already know. So let me offer another reason, even more selfish and self-serving. Despite journalism's propensity to wring its hands over studies and polls, one of the most solemn duties of writers and editors is to disregard your opinion. Publications need to be aware of their readers, but good writing is at heart antidemocratic. An Earth populated by democratic ballot would be full of golden retrievers.