They don't even have to read, Stilly. They just hear it on the TV or radio a few times, and that does the trick. We live in an audio-visual culture where anything that takes longer than fifteen seconds is unlikely to be comprehended remembered. Anything that takes less than fifteen seconds, however, will be believed as long as it is repeated often enough and as long as it appeals to people's prurient nature, their fear, their greed or their sense of drama.