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Last Friday, Taylor Swift began a long, winding publicity stunt that started with scrubbing her social-media accounts, and ended with snakes and an announcement that she had a new album coming out. It’s called Reputation; here’s the album art.

If you’ve been on Twitter in the past five days, you’ve probably had a hard time avoiding the saga, and maybe you’ve felt like this album rollout has been received differently than Swift’s past releases. The stakes established by Taylor’s attention-grabbing stunt were high, and the payoff turned out to be some newspaper papier-mâché collage and a lot of Ashlee Simpson references.

Fans and interested parties reacted quickly to the whole charade, just as they did back in 2014, when Swift’s last…

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