Why Everyone Is Reacting

A few months ago, during a family visit, I noticed my brother watching a gameplay video of a first-person shooter. I asked him why he was watching it instead of playing. He couldn’t really explain. He went on to show me other videos he’d been watching lately, introducing me to the "react content", which consists of someone filming themselves watching someone else’s work, pausing, nodding, laughing, pretending to be shocked, or whatever.

Where did the fucking creativity go?