NEUTRALIZE: the darker side of AMPLIFY. The tendency to constantly push the borders of social expressions and widen them to apply to an increasingly broad set of behaviors can have the same effect as “the boy who cried wolf.” The initial contrast created by the amplification fades if everything is amplified to where everyone becomes either a Victim or a Villain. For instance, the more someone vilifies the Medical Establishment, the more they view its consumers as hapless “sheeple.” The more quickly someone resorts to calling someone a “Fascist” or “Nazi” online, the more likely they are to infantilize the victims they claim to protect, which is, ironically, every bit as dehumanizing. Too much amplification creates tribal war, effectively neutralizing the positive benefit the initial message might have kindled.