It is a paradox indeed - I have seen writers who claim to be a 100% authentic and only read 'authentic' sounding posts - I have seen writers who refuse to take any risks (out of fear of offending and thereby impacting their likeability) and I have seen very skilled marketers -

At the end of the day, it depends on what an individual writers goals are - I guess I would fall into the category labeled fearless or something like that - I just write what's on my mind (take it or leave it) lol