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