Please stare at this self-explanatory and rather sad graph for no less than 90 seconds, then share it on Facebook. Tony Haile:

If you’re an average reader, I’ve got your attention for 15 seconds, so here goes: We are getting a lot wrong about the web these days. We confuse what people have clicked on for what they’ve read. We mistake sharing for reading. We race towards new trends like native advertising without fixing what was wrong with the old ones and make the same mistakes all over again.
[Time Magazine via Flowing Data]