And this was the point where I threw up: &quot;We’ve combined the roles of editor-in-chief and chief marketing officer. While this is admittedly unusual, it has been highly effective; with one person responsible for both original editorial and branded content, we can better help advertisers speak authentically to our audience.&quot;<p>That of course makes clear the true purpose of their business: to help advertisers manipulate consumers. Which I entirely believe; the novel thing is admitting it.