- Make something up and report story
- Make top-ten list of why it will be the best
- Make story about others have plans to do it better and cheaper
- Make another top-ten list about why competitors will be better
- Report fake something is late or having problems
- Report fake thing not happening anytime soon
- Report competitors losing interest and thinking about not doing it.
- Make 7x on ads from clicks on a nothing story
- Repeat