It’s an order from the top. A commandment. A clear requirement. A statement of belief for the masses to follow.

It’s an unequivocal statement, a perfectly confident directive telling you precisely what to do without the slightest equivocation.

It’s not “read this powerful headline but then please read the in depth article only to find we don’t actually mean what is said in the headline, we mean something more nuanced and subtle why did you take our headline seriously?”