Imagine, he suggests, phishing messages that aren’t just a confusing link you might click, but a personalized message with context. “Not just an email, but an email from a friend that you’ve been anxiously waiting for for a while,” he said. “And because it would be so easy to create things that are fake you'd become overwhelmed. If every bit of spam you receive looked identical to emails from real people you knew, each one with its own motivation trying to convince you of something, you’d just end up saying, ‘okay, I'm going to ignore my inbox.’” That can lead to something Ovadya calls “reality apathy”: Beset by a torrent of constant misinformation, people simply start to give up. Ovadya is quick to remind us that this is common in areas where information is poor and thus assumed to be incorrect. The big difference, Ovadya notes, is the adoption of apathy to a developed society like ours. The outcome, he fears, is not good. “People stop paying attention to news and that fundamental level of informedness required for functional democracy becomes unstable.”
