Most advice is pretty bad
Our obsession with non-obvious advice stems from our base addiction to novelty. For good reason, pathways in our brain become myelinated and more efficient the more often we use them, to the point where we can process well-worn thoughts almost subconsciously. Thus, toys we've played with too long become boring. Advice we've heard too many times before seems blah.We're hardwired to notice more when we encounter things we've never heard or seen before. Novel advice just pops.However, most good advice is common advice. In practically any field, grokking the fundamental advice and actually sticking to it will get you 99% of the way there. As Charlie Munger once said, "Take a simple idea, and take it seriously."But the fundamentals are boring. We'd prefer to ignore them and say, "Yeah yeah I know that already," even if we're totally ignoring it. Then we retweet the next dopamine hit of novel advice we see on Twitter.