The article discusses the evolution of media practices in Estonia since the early 2000s, highlighting a specific editorial lesson learned in the newsroom of Õhtuleht, a prominent Estonian newspaper. Journalists were guided to create articles that resonated with the public's emotional responses, often resorting to sensationalist headlines designed to provoke strong reactions, such as 'We cry every day' or 'Why, God, why?'. This pattern reflects a broader trend in media consumption where dramatic storytelling captured audience attention.

The piece also touches on the parallels between media entertainment and sports, particularly focusing on the performance of Estonian Olympic athletes who, much like journalists, aimed to give their best to meet public expectations. The cultural commentary suggests that both the media and sports figures operate under pressures to deliver compelling narratives that engage and entertain the audience, creating a symbiotic relationship between them.

Furthermore, the article raises questions about the responsibility of media in shaping public discourse and the implications of prioritizing sensationalism over substantive reporting. As public demand continues to evolve, the article encourages reflection on what constitutes responsible journalism in an age characterized by heightened emotional engagement.