> It seems to me that everyone has at least a few people in their online circles who are approaching issues around these events and conspiracies related to them as a brand-building process. In that case, can we really say the motivation is as simple as “confirmation bias”? Or would we be better off thinking of these dynamics around issues of personal brand-building, its incentives and disincentives? [source](https://hapgood.us/2021/01/11/microclout/)