Why is fake news so popular on newssites? Here are two reasons: first, it provides emotional “buzz.” Second, because it can make a lot of money. As the Washington Bureau chief of the Pulitzer winning Huffington Post lamented, “If you throw something up without fact checking it, and you’re the first one to put it up, and you get millions and millions of views, and later it’s proved false, you still got those views. That’s a problem. The incentives are all wrong.”Especially when, as at places like Bloomberg, remuneration is based on the number of hits an article receives. But incentives are wrong not just for news gathering organizations.