It’s all true: Everything is fake. Also mobile user counts are fake. No one has figured out how to count logged-out mobile users, as I learned at reddit. Every time someone switches cell towers, it looks like another user and inflates company user metrics.
Although this thread starts out in the New York Magazine, the Zerohedge cliffnotes are more readable here https://www.zerohedge.com/news/2018-12-27/everything-fake-ex-reddit-ceo-confirms-internet-traffic-metrics-are-bullshit