I shift from making myself not think about it to becoming a complete paranoid nut to telling myself it probably isn't so bad and doesn't matter a few times a year. There are levels to this sort of thinking, and it exists on a spectrum. I think everyone can agree on a conceptual level that manipulation occurs. A basic, mostly harmless example would be a music star "organically going viral" and "being discovered as a result" not being quite as organic as it seems. Where it changes from healthy skepticism to paranoia is a line I struggle to draw personally.