Let's take a trip across the Internet.

Over at The Huffington Post, Arianna Huffington's left-leaning website, an all-caps headline blares, "Deficit Trauma: GOP Health Care Repeal Would Spike Deficit By $230 Billion."

Now let's swing by The Blaze, conservative talk-show host Glenn Beck's four-month-old site, where one of the top stories proclaims, "Unconstitutional Who Cares: DNC Chair Dean Confirms ObamaCare Will Eventually Eliminate Employer Based Private Insurance."

The lesson of our journey, of course, is that these sites approach issues from opposite sides of the political spectrum. This is why the news that Beck has hired Betsy Morgan, a former Huffington Post CEO, to oversee The Blaze has generated a considerable amount of buzz. Morgan explained her decision by noting, “I am a very apolitical person. I'm a business person, who is absolutely fascinated by brands," according to The New York Times. Morgan says The Blaze plans to broaden its coverage beyond politics.

In a follow-up interview with Forbes, Morgan added, "Glenn is undeniably an enormous national brand. That absolutely piqued my interest and curiosity. Watching what he's done in really smart, thoughtful multimedia way, how he's gotten himself out there in all these platforms, is a really cool and interesting thing, and I don't think there are a lot of individuals who are doing this."

At Gawker, Hamilton Nolan extends Morgan his congratulations in typical Gawker fashion:

As clear and bold a statement of the fundamental soullessness of the concept of "brands" as you're likely to find anywhere. Kudos to you for your demonstration of the fact that money knows no ideology, Betsy Morgan. Just business, nothing personal, right? Blame not the business persons of the world; they were just following orders.

This is exactly why you never trust anyone who uses the word "brands" without spitting it out in distaste.

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Uri Friedman