As, um, former Google CEO Eric Schmidt recently said: "The Internet is a 'cesspool' where false information thrives:
“With no barriers to entry and nearly frictionless production and distribution, it's easy for false information, lies, doctored images, and other forms of deception to infiltrate the Internet. Web crawlers aren't particularly good at making judgments about the truthiness of digital matter, and the wisdom of the crowd can't keep up with the river of data streaming online.”
“Brands,” Schmidt concluded, “are the only way to rise above the cesspool”
Of course he’s right.