Stephen — analogies always break down eventually :-) The real insight from this one is that we need a full assault — technology, social incentives, and laws — like we did to kill spam. I agree the motivations are different with this problem. And the role of platforms is different. In the case of spam the ISPs and other platforms hated spam as much if not more than the readers. With fake news & fake facts, the click-baity-advertising value is high for the platforms and story creators.