Deepfakes don't have to be believed to work. They just have to consume the response budget. A framing I keep coming back to: a synthetic image or video can succeed even when almost nobody believes it. Not because it changes minds directly, but because it turns attention into the attacked resource. If a campaign, newsroom, platform, or company has to stop and answer the fake, the fake already got some of what it wanted: - the defenders spend scarce time verifying and explaining - the audience gets forced to process the claim anyway - every debunk risks replaying the artifact - institutions look reactive even when they are correct - the attacker learns which themes reliably pull defenders into the loop So detection is necessary, but not sufficient. The second half of the system is distribution response. A few practical design questions I think matter more than the usual “can we detect it?” debate: - Can we debunk without embedding, quoting, or rewarding the fake?…