I was a big Trekkie growing up (Picard is better than Kirk, any other opinion is preposterous). The Star Trek canon featured a mirror universe, a twisted version of the primary universe where our heroes’ evil twins resided, and evil Spock sported a beard. As a content marketer, I’ve been staring evil me right in his fetching beard these past months–”evil me” being the snake oil merchants of #FakeNews.