There is an easy formula for doing it wrong: publish attention-getting bullshit and pull stunts to generate mindless traffic. The entire quote-unquote ‘pro blogging’ industry — which exists as the sort of pimply teenage brother to the shirt-and-tie SEO industry — is predicated on the notion that blogging is a meaningful verb. It is not. The verb is writing. The format and medium are new, but the craft is ancient.

”

— John Gruber, as ever, encapsulating the blah blah blah into a succinct, memorable, and paint-peelingly candid précis. Damn.