Content is a novel. Content is an idea that wants to change the world. If nobody believes in the idea, then it won't change anything. The current internet is damaging the integrity of content.
People are more sceptical about content online than offline.
People basically view the internet as a dumping ground for content. There's some great stuff, sure. There are two basic forces at play here. The first relates to having professional publishing processes in place. The second relates to having ethical publishing processes.