The thing makes everything better.

It's called the simultaneous sip.

It happens now.

Go.

Oh. Oh, oh, that's good stuff.

Well, let's talk about some fun and science updates and then politics.

Politics.

Politics.

We'll get to it.

So there's some research published in the Science Adv advances saying that the simpler your headline the more clicks you get.

That's right. If people reading the news see your headline and they understand what all the words mean, they're more likely to click it.

If they don't understand what you're trying to say in the headline or it's a little too clever,

they won't click it because why would they? they don't even know what it's about.

Now who could have told you that without the research?

Who could have told you that if you understand what the topic is of the story, you're more likely to click it,

versus not knowing what the story is about because they use big confusing words.

Oh, they could have asked me.

They could save some money.

Scott, we're thinking of doing this study

to see if dumb-ass big fricking academic-looking titles get as many clicks as clear

fun short ones and I would have said whoa good thing you asked me save your money

those clear short ones are going to get more interest.

...