It truly is all about engagement. Doesn't matter what form it takes. There are "geniuses" from every medium. If someone is good at memes and stimulates clicks/thoughts/comments then that work is every bit as valuable as someone writing an interesting article.
As you point out, the amount of "work" put into it is irrelevant. I guarantee there are people on here who can write good articles in 10 minutes. Should they be rewarded less than the people who take 2 hours to do the same thing?
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