Just two days before Christmas, the Federal Trade Commission finally published guidelines that disqualify most native advertising as it is practiced today. The action will be devastating to advertisers, agencies and mainly publishers, but it cannot be surprising to anyone.

Pouring more money into this ecosystem is the moral equivalent of stuffing it into the fireplace and setting it ablaze. It makes you feel warm and comfy, but it results in a net loss of energy.

This is a contest. About destroying Brand Trump, but first this brief declaration: Journalists generally aren't supposed to publicly stake out political positions, declare party affiliations or take sides in an election, lest they be taken less seriously as disinterested observers of events.

My dear near friend David Rogers at Columbia Business School has written another book, and asked me to write a blurb, which required me not just to be gracious but also to read a book. This isn't really a business book after all. More like Instant Darwin.