“The single most important element seems to be the ability to inspire awe. In 2010, researchers at the University of Pennsylvania examined the New York Times’s list of most shared articles and deduced that readers sought an ’emotion of self-transcendence, a feeling of admiration and elevation even in the face of something greater than the self’. Physics, and astrophysics in particular, seem well suited to this, but only a rare group of individuals has the ability, or the inclination, to bring about transcendence.”