I know what Molock is. I don't know the essay you're talking about
All that boring rationality stuff. Reasonable people working out our differences
these typologies are absolutely central to huge amounts of online meme based discourse.One of the ways they stratify is the harry potter sorting hat, the 'which character from glee are you' stuff. They stole data from fun harmless quiz apps that get you to divulge your personality type and preferences for the reward of being sorted. Then they use this data to run experiments on who responds to what content, then extrapolate from there for the whole population. It means you build hyper targeted campaign journeys to take people from believing x to believing y against their will.