As a grad student and research assistant back in 2010, I remember talking about "web 3.0" and how filtering and vetting information was the new challenge for Internet mass consumers. Fake information and misinformation are as old as humanity, but it seems the digitally connected world is the best simulation to-date (especially for non-technologists). Fake news, fake reviews, fake research, fake nudes... the level of time, thoughtfulness and skill required to sort through it all (and create authentic knowledge) is no match for the convenience of just "knowing". We all (some of us willingly) plug into the simulation daily and revel in the perks of "knowing" while a handful of us decide what and how we should know.