It matters because of the inability to measure up front whether the content is sufficiently good. AI's best skill is making something look right and look good when it is, in fact, not right. It does this all the time, as opposed to human-made things, which are like that only for specific attempts at deception.

I see it as previously content could be categorized as:

  - Clearly amateurish production, which should be met with skepticism until proven otherwise
  - Clearly professional production, with good reputation (e.g. long-running with few controversies), meaning it’s probably trustworthy
  - Clearly professional, with poor reputation (e.g. propaganda funding), meaning one should be skeptical while consuming
But now the bar for “appearing professional” has changed, and it’s not as easy to differentiate between trustworthy and untrustworthy new sources.