If you’ve been online recently—particularly on Facebook—you’ve seen a new flavor of headline turn up on viral videos, teasing you with how sorry you’d be to miss the OMG amazingly inspirational YouTube clip that lies just the other side of that click. Headlines like “9 Out of 10 Americans Are Wrong About This Mind-Blowing Fact,” or “Bully Calls News Anchor Fat, News Anchor Destroys Him on Live TV”—these links are circulating through your social feed courtesy of Upworthy, a new media operation devoted to spotlighting the most “meaningful” content the Internet has to offer. In June, Fast Company dubbed Upworthy the fastest-growing media site of all time; we’re all clicking its links, even as we sometimes roll our eyes at the formulaic excitement of its exclamations.

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