Fact: writing is made of words, not ideas.
 “Nothing is like an idea so much as an idea” — Bishop Berkeley
 Fact: writing and ideas and content all refer to ontologically separate entities.
 “I myself prefer an Argentine fantasy. God did not create a Book of Nature of the old sorts Europeans imagined. He wrote a Borgesian library, each book of which is as brief as possible, yet each book of which is inconsistent with every other. For each book, there is some humanly accessible bit of Nature [“the natural”] such that that book, and no other, makes possible the comprehension, prediction and influencing of what’s going on” — Ian Hacking on Borges and Berkeley
“Writing is made of words…” means that to write is to write. Thinking about writing isn’t the same thing as doing it. It’s something to put on a post-it note and keep over your computer, it’s a reminder that thinking about working isn’t the same thing as working.
It also means that writing done right self-contextualizes and self-legitimates.
Good writing cuts through the hell of sameness that is the digital space (and capitalism! Capital writ large). It doesn’t produce anything new, of course, but it reveals.
And writers have to be very careful as they pick through Pandora’s box. Some spells are stronger unsaid.