Imagine walking into a grocery store that is full of packaged foods with no nutrition or ingredient labels. You find a box of cereal with an attractive drawing on the front. On the surface, the cereal looks good and the brand seems trustworthy, but you are completely clueless about what you are actually purchasing.
Now think about the last time you read an article on a website. The page may have been attractive and the graphics clear, but do you know who wrote the content? Could you ascertain the author’s motivation for writing the piece?