It was meant to be a joke. A parody of the algorithm-chasing clickbait that dominated her side of the internet. Eva Notty—her stage name—had built a modest career as a lifestyle streamer. Cooking, cleaning, unboxing weird Amazon gadgets, all with a warm, self-deprecating laugh. But the platform’s new recommendation engine was strangling creators like her. It loved transformation . It loved fantasy . It loved bait .

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She bought two inflatable silicone inserts from a special effects shop. The kind B-movie aliens use for chest-bursting scenes. She rigged a tiny CO₂ cartridge and a release valve hidden in her bracelet. On stream, she’d talk about “stress and hormonal fluctuations” in a mock-serious wellness voice, then— click —the tank top would swell. She’d gasp, fumble a cup of tea, spill it. “Oh my,” she’d deadpan. “Must be the artisan cheese.”