Comparisons of different video channels are commonplace on social media. Whether based on ‘Reach’, ‘Attention’ or ‘Cost-per-Thousand’, they aim to satisfy a need for a ranking. They’re the listicles of the media world, and about as informative. As one commenter had it: ’Why are we comparing shoelaces to trees?’

We have become so obsessed with numbers that we’ve forgotten how to ask questions. We’ve misplaced our critical judgement.