The same cognitive switch that lets us see humanity in animals can be inverted to ignore it in people. This 'evil twin,' dehumanization, makes it psychologically easier to harm others during conflict. Marketers and propagandists exploit both sides of this coin, using cute animals to build affinity and dehumanization to justify aggression.

When a norm is violated publicly, it threatens the common knowledge that the norm exists and is enforced. The resulting public punishment, like a digital-age pillory, isn't just about the transgressor; it's a signal to the entire community that the norm is still in effect, thereby restoring common knowledge.

The line between irony and sincerity online has dissolved, creating a culture of "kayfabe"—maintaining a fictional persona. It's difficult to tell if polarizing figures are genuine or playing a character, and their audience often engages without caring about the distinction, prioritizing the meta-narrative over reality.

People surrounding a so-called genius, like Picasso's friends or employees at cult-like startups, often tolerate terrible behavior. They rationalize the unpleasantness by telling themselves they are part of an extraordinary, history-making experience, which creates a toxic enabling environment.

To maintain mental health amidst public scrutiny, one should recognize that the audience is not as focused on your perceived failure as you are. While a negative event may feel mortifying and career-defining to you, the public moves on. This perspective helps depersonalize attacks and reduce their long-term psychological impact.

As entrepreneurs gain visibility, they face pressure to "stay in their lane." Criticism from strangers often leads them to present a polished, less authentic version of themselves, effectively allowing the public to dictate the boundaries of their brand and personality.

The controversy surrounding figures like J.K. Rowling isn't because her views are radical. It's because her positions are logical and resonate with the common sense of a silent majority, making them a powerful and threatening focal point in the culture war.

Labeling individuals like Einstein as geniuses helps commodify their legacy, turning them into brands that can sell products from toys to technology. This branding mechanism benefits heirs and marketers but may not actually foster more world-changing work or reflect the reality of their contributions.

Engaging controversial figures through a comedic lens serves as a powerful humanizing agent. It punctures their self-serious persona and tests their ability to laugh at the absurdity of their own position. This can disarm audiences who expect confrontation and instead reveal a more relatable, self-aware individual.