There was a time when an article of that length would be thoroughly researched before publication. Now, it seems acceptable to fill such articles with "going on a journey" narrative - e.g. "I personally, the reporter, sometimes had this, and it made me wonder this, so I looked it up. On YouTube there are lots of videos about it. It is called T.H.I.S. Nobody knows who invented it, but there have been lots of tweets recently. One video contains a picture of a that, and it has had 7 million views, although the sound quality is poor.." and on and on and on it goes like a junior school report.

Admittedly it does at least get a bit better as it goes on, but this style of "journalism" is very off-putting once you notice how insubstantial it really is. It really just is a long-form narration of a clicking-around-on-Google session.