· Disprove an accepted belief or truth
· Confirm or deny things like the Cosby allegations
· Admit an error by someone important
· Unveil addiction, abuse or a disorder of someone famous
· Provide greater understanding of a social issue, scientific phenomenon, investment principle or political policy
· Make us laugh our asses off
· Claim a whole new way to do something – diet, finance, parent, relationships
· Publish an in-depth look at something in recent headlines
· Make us question our values
· Share visionary ideas on the future
· Show us how to change some aspect of our lives with little pain or cost