A few months ago, I was lost in the endless rabbit hole of TikTok’s “For You” feed, sipping my coffee and soaking in the algorithm’s attempt to decode me. It was a mix of book recommendations, tear-jerking podcast clips, and, oddly enough, Taylor Swift concert footage (not complaining about that last one). But one afternoon, the algorithm decided to inundate me with AI content — videos with bold titles like, “Use These Three AI Tools to Make $10,000 a Month!” or “The Best Passive Income Hack No One Talks About.”
It was December 2022, when OpenAI’s ChatGPT made waves alongside image generators like DALL-E and MidJourney. TikTok’s AI enthusiasts were hyped, promising effortless wealth through minimal effort. And honestly? It was depressing.
How “Effortless” Becomes Exploitative
The “Make Money Online” Obsession
The recurring promise of financial freedom via AI tools is alluring. Who wouldn’t want to automate tasks, free up time, and generate passive income while lounging on a tropical beach? But what these videos often fail to mention is that the real success story belongs to those selling the dream — not those buying into it.
Creators of these videos rake in money by monetizing views, affiliate marketing, or upselling expensive “exclusive” courses. It’s a game of exploiting desperation, preying on those searching for a way out of financial insecurity.
Consider the rise of AI-generated e-books on platforms like Amazon KDP. Some tools promise “one-click” solutions to crafting books or business ideas. But here’s the catch: many of these “authors” don’t sell a single copy. The real winners are the gurus peddling the method.
Algorithms Fuel the Illusion
TikTok’s algorithm doesn’t just suggest videos; it creates micro-trends. When AI tools became hot, the content creators pivoted en masse. My feed quickly became a masterclass in hustle culture. I’d swipe past one creator demonstrating how they used ChatGPT to write 50 blog posts daily, only to land on another breaking down how to resell digital products on Etsy.
The problem? This kind of content doesn’t teach lasting skills. Instead, it fosters a quick-fix mentality. It’s all about chasing virality or building products optimized for trends that burn out as quickly as they ignite.
Grift Economics in Action
I’ve explored this phenomenon in a previous article where I unpack how many so-called “side hustles” prey on people’s aspirations without offering genuine opportunities. The allure of “easy money” often obscures the exploitative mechanics behind these schemes.
In another piece I wrote a couple of days ago, I delved into how Medium itself as a site became the next platform for hustlers promising effortless wealth. These schemes often involve writers recycling generic advice to game the system rather than contributing meaningful content.
There’s a reason so many business models feel scammy these days: they’re designed to be. Whether it’s dropshipping, MLMs, or passive income schemes, the primary goal isn’t building value but extracting it.
Take the example of Tim Ferriss’s The 4-Hour Workweek. Ferriss’s promise of “working less while earning more” sparked a cultural obsession with creating automated revenue streams. While Ferriss’s approach has inspired entrepreneurs, it’s also become a blueprint for get-rich-quick schemes. Many who attempt to emulate his methods don’t achieve the promised results. Why? Because the market is saturated with copycats who replicate without innovating.
The Real Cost of “Passive Income”
Platforms like Medium have even faced backlash for becoming hubs for such practices. I went into more depth previously and discussed how Medium cracked down on users employing shady methods to churn out low-value content for quick cash. This suspension highlighted the pitfalls of systems that inadvertently incentivize quantity over quality.
For small brands or individuals, chasing passive income often comes at a cost — either in time, credibility, or outright failure. Consider dropshipping: it sounds simple in theory (selling products you don’t stock), but the reality involves:
- Managing customer complaints when suppliers fall short.
- Navigating razor-thin profit margins due to market competition.
- Relying on aggressive, often misleading ads to drive traffic.
Similarly, AI-generated content might save time but often lacks depth and originality. Brands that invest heavily in these “easy” strategies risk damaging their reputation if consumers sense inauthenticity.
Why We Keep Falling for It
So why does everything feel like a scam? Because, as consumers, we’re hardwired to believe in shortcuts. The allure of “effortless” solutions taps into a deep-seated desire for control, especially in uncertain economic climates.
Psychologists explain that we tend to overvalue immediate rewards while discounting future benefits — a phenomenon known as “present bias.” This makes us more susceptible to messages that promise instant gratification, even when deep down, we suspect they might not deliver. Combine this with clever marketing tactics that play on our fears and aspirations, and it’s no wonder many of us fall into the trap.
But here’s the truth: Sustainable success doesn’t come from cutting corners. It’s built on delivering real value, fostering trust, and investing time in strategies prioritizing long-term impact over short-term gains.
Building something meaningful requires persistence and the ability to resist the noise of “get-rich-quick” schemes that prey on our vulnerabilities. It’s about setting realistic goals, staying consistent, and recognizing that true progress often feels slow and unglamorous — but it’s also gratifying.
Lessons for Small Brands and Marketers
If you’re a brand manager, marketing strategist, or small business owner, here’s how to cut through the noise and reclaim your narrative in an oversaturated market. With audiences bombarded by trends and fads, crafting strategies that genuinely connect is the real challenge. Let’s explore how to rise above the chaos and create a true impact.
Embrace Authenticity
Audiences crave genuine connections. Share your brand’s story, values, and mission. Instead of chasing the latest trend, focus on what sets you apart. Authenticity builds loyalty — something no AI tool can replicate.
Prioritize Quality Over Quantity
Churning out content in the name of visibility is tempting, but poorly executed campaigns can backfire. Quality always beats quantity, whether blogs, videos, or ads. Take the time to craft messages that resonate with your target audience.
Invest in Skills, Not Schemes
Instead of buying into “get-rich-quick” systems, invest in skills that add lasting value to your business. Learn SEO, copywriting, or content marketing strategies tailored to your audience’s needs.
Stay Adaptable
The digital landscape evolves rapidly. While keeping an eye on trends is essential, don’t lose sight of your core goals. Adapt your strategy to leverage new tools responsibly without compromising your brand integrity.
Question the “Too Good to Be True”
The next time an ad promising effortless riches tempts you, ask yourself: “Who benefits most from this system?” More often than not, the answer isn’t you.
Building a business, brand, or career isn’t about shortcuts. It’s about showing up, creating value, and building trust. That’s the real “secret” to success — and it’s worth far more than any passive income scheme could ever promise.
Happy writing!
