An important part too is that it all has to appear effortless. So we see in the article how much work went into getting that deal with Outsiders where 70 emails, a half hour photo session, which is then photoshopped all go into making a single post where they talk about how the whole experience has made them reconsider what work means. And of course it has to be published at 11:00 AM, since thats when engagement is the highest.