Fake news has literally been around as long as real news and it has been pretty common throughout the internet age. I'm not sure why it is such a big deal all of a sudden except that it seems to have been conflated with the Hillary Clinton/DNC e-mail scandal along the way. This was not fake news though individuals can make their own judgement on how important they think it is. What has been more disturbing to me over recent years is the habit of so called "mainstream media" sources to be so careless with reporting. There seem to be many cases of stories being created based on completely unsubstantiated reports or other unsubstantiated data. It's careless at best.
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True that... this is old school social engineering stuff. As I have pointed out in the post, this is just a part of social engineering... exploiting the very weakness of human nature...to make money online through ads. People are looking at the problem in a minuscule scope.