I might trust someone my real-world friends trust when it comes to local gossip. If I want trustworthy national news my only recourse seems to be to go through a centralized journalism institute. But which one? Well I'll probably look at what people around are looking at.
If there's a national broadcaster or dominant cable news channel in my country I'll probably look at that, but if I don't like what I see I may be biased to go search out another institution that I find more agreeable. Then you get things like Macedonian teens running sites dressed up to look like US-based newspapers posting straight-up bullshit because there's always a market telling people what they want to hear.
How can we build a decentralized system to overcome people's biases and laziness? People are going to gravitate to sources their friends and family use, and collectively to sources that fit their preexisting beliefs. It's no wonder we're in this situation where people are struggling to agree on reality.
>> Only a decentralized approach to trust and reputation will scale well enough to regulate decentralized content
But what if a decentralized network of trust collectively agree that covid is a hoax and the Earth is flat? I'm not sure if the (de)centralization of the underlying technology really has an impact on that problem.