As of late Friday, it was still incredibly easy to access video of the New Zealand terror attack. Only a bit of searching found it still available on Facebook, where the massacre was first live-streamed before going viral on other social media platforms such as Twitter and YouTube. The gunman wanted amplification, and he got it. It was even easier to find the shooter’s rant, infused with white supremacy and deep familiarity with the online world and associated subcultures.

Not that tech companies aren’t trying to counter it. Indeed, they have every incentive to — both in the name of human decency and as companies already under tremendous pressure for inadequate content moderation. But a fast as the videos are pulled down, they are reuploaded. The platforms, despite cutting-edge AI and thousands of human moderators, are again proving “no match for the speed of their users; new artificial-intelligence tools created to scrub such platforms of terrorist content could not defeat human cunning and impulse to gawk,” writes Charlie Warzel in The New York Times.