Another good example is google. Why are we doing SEO? Does that even make sense? Isn't it their job to figure out the results that have the most value to the searcher and our job to create good content regardless of how people stumble upon it.
I've often wondered if optimization of content for higher ranking or worse yet, engineering content based on what's trending, defeats the very purpose of a search engine: to provide relevant, high quality content. It's like everyone in Hollywood making superhero movies because they make money. We'd never have movies like Walk the line, Shawshank Redemption, life of pi
