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The problem with the “free marketplace of ideas” is it’s libertarian form, where money can be used to spread an idea that otherwise won’t get much attention.
Before social media it was newspaper ads disguised as opinion, radio and TV productions.
Now it’s dummy online publications that syndicate propaganda, and trick the social media algorithms to show it to everyone.
If someone has something to gain from convincing the population of something, they’ll be willing to pay to fake the popularity of an idea, and just like in the libertarian “free” market, monopolize the conversation.