While the header contains the 'surface' metadata, understanding email messages may require you to interpret the implied, hidden metadata cued into the body of email messages.
This is quite a heavy concept to grasp. I think it is saying that meta data is being manipulated by marketers and advertisers. Although in the past, meta data related directly to the content of the email/website, this may not be the case. It can be quite deceptive and misleading.
I will need to look at this concept again. Not quite sinking in...
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