Your lifestyle just got a lot cheaper to replicate

In “Shift Happens #27,” the newsletter examines how motorsport media culture is being reshaped by online incentives and new technology. The author says they started using chat functions and references a new interview with Lando Norris. Central to the email is criticism of “ragebaiting” content, described as a way to break through noise by becoming exaggerated to earn attention, which the author links to influencer fatigue and AI making repetitive, emotionless posting easier. The piece also argues that traditional social content is underperforming, pushing creators toward content designed for guaranteed clicks. The author highlights the role of comments sections as escalating “screaming matches” that boost engagement, and notes they previously pointed to EU Council developments on AI and sport influencers, hinting at a broader shift.