A surprising percentage of what is up as news is placement. You'll see an interesting article about the Boer War, then a couple of days later you'll see another, which is a bit strange, and then a couple of days later you'll see an ad for a movie with a couple of big name stars that is set in the Boer War. Then you realize that you've been tricked into an ad campaign. That's discouraging.
What's discouraging me more is that people that do this find it harmless. It says a lot about the state of our society: we still think a little bit of bad is ok, forgetting what happens when everybody is doing it.