From the article:
“Ranting has become cool. You can earn a reputation by tearing down someone, something or some brand.
For the believers in that notion called “personal branding” the rant has become something of a logo, a tagline or a calling card. However, rants are a lazy writer’s crutch: they are usually heavy on emotion and light on facts or research. Usually, a rant is a gamble that snark and sarcasm will be mistaken for intellect and insight.”