[gumby]

By the way let's not forget this is excellent investigative reportage by Buzzfeed who is using their clickbait revenues to do real journalism.

[jmcgough]

They've had several excellent investigative articles recently - the investigative group is headed by a pulitzer award winner.

[cylinder]

Is there a business model behind it or just prestige? These types of articles definitely lose money for BuzzFeed.

[gumby]

I believe Peretti has made repeated claims dating back to the founding of the company that this was the plan. Either he's committed or doesn't want to be legitimately called a liar :-)

All joking aside: so far they've done good work and I assume it is earnest.

[ryanSrich]

It's like creating cancer to cure it. I'm not sure if that's good or bad.

[gumby]

Well, to be fair, clickbait and yellow journalism far far predates Buzzfeed (e.g. Hearst's apocryphal "you supply the article and I'll supply the war"). And the muckrakers were also click baiters.

But I see your point.