Take

Content is fungible, space-filling, placeholder-replacing stuff, and that’s not even its most offensive connotation. The worst part of “content” is that it’s implicitly relative to its container. That’s what content means. The contents of a sandwich are with respect to the bread. The content is just what’s inside. It’s probably the most trivialising, demeaning, depressing, surrendering term out there — but people lay claim to it. People define themselves as makers of it.

Bingo and hear, hear.