A chunk of the photography world was all a flutter this week over reports of light leaks in the new Sony a7 and a7r mirrorless cameras.

As it turns out, it seems to be much ado about nothing. And if you do need to make a 30-second exposure at ISO 25,600, you can solve the problem by stretching a hair band around the lens flange. Oh, and by the way, if you subject flagship Nikons and Cannons to high beam flashlights at the same settings, you get light leaks there too.

What the Internet makes up for in speed, it lacks in perspective.

Clicks are the name of the game. And if you've got a scoop, run with it. You can always apologize later if you got a few details wrong. Maybe.

With my social media clients, I often use the terms "organic" vs "paid" clicks. If you have an organic audience, they usually frequent the site regularly, participate in the conversation, and will support the site's efforts financially.

Paid clicks, through blanket advertising of engaging in link bait posts, fly in, then step out. Their footprints may remain, such as a hollow Facebook Likes, but they're not really there.

We all love to report great numbers to clients and advertisers. But those numbers should really represent people, not ghosts.

So this brings me back to light leaks and the Sony camera. Much of what we read on the Web is published in the pursuit of numbers. And the collateral damage may be people and brands.

[Pause and gaze upward for a moment of contemplation.] This reminds me of what my high school woodshop teach used to preach.

Measure twice and cut once.

-Derrick