The Huffington Post headline reads: Kim Carnes Seemingly Shades JoJo Siwa over her “Bette Davis Eyes” cover. Oh my, how horrible. Now everyone is talking about it.

Seemingly is the most important word in this headline. Huffington Post hedged its bets — they can’t positively say for sure that Carnes was shading JoJo Siwa. On the other hand, there is enough ambiguity here for them to speculate. What’s the harm in a little speculation, right?

Kim Carnes and JoJo Siwa were getting along fine or, more likely, completely unaware of the other person’s existence. Then some reporter comes along and speculates. It is a slow news days. Why not stir the pot a little and see what pseudo controversy can be created that will grab readers attention. This will go on for a few days. With both parties being asked what they think of the other’s increasingly vitriolic statements until the reporter tires of the feud and creates a new one.

This formula for creating pseudo controversies is the bread and butter of the new business these days — particularly when celebrities are involved. And everyone seems to be on board with this. Celebrities love headlines. Newspapers love reporting gossip. It is what you call a win/win relationship.

It is also a terrible diet for people needing information. Feeding people bon bon after bon bon without a vegetable or a piece of fruit in sight. Now, I get that controversies sell newspapers but there needs to be something more substantive on the menu so while I can enjoy my bon bon, I need to eat my broccoli as well.

This terrible strategy has spilled over to political reporting which now boils down to people reacting to whatever nonsense comes out of Donald Trump’s mouth. It is all about one upping the other person and the press is there breathlessly reporting responses to each new outrageous comment. What does this mean? How will they respond? Blah. Blah. Blah. Blah. Blah.

But it is hardly substantive reporting about what ails the country.