The man responsible for fake news. He sits in the backroom. He watches his revenue streams. He watches his expense streams. He tries to maximize the first an minimize the second. The difference between spreadsheet man and a normal business person is his fixation on the %profit. That little number hounds him. When it goes negative he is in dire straights. When fighting other fake news sites for clicks to get that revenue, he is doomed to start doing the same. His revenue stream is compromised if he doesn't get clicks. Clicks are directly tied to his profit margin.