It all started with a silly article that had landed in my inbox on Friday morning via the platform called ‘Medium’. The lede of the article in the Pacific Standard magazine by Elena Gooray asked: How do you beat a curse? It caught my eye even in the middle of an eye-roll. I wish it hadn’t. Because inevitably I caught the sub-lede: A practiced Santa Barbara psychic weighs in on Lil B’s so far effective curse against basketball superstar Kevin Durant. And my hackles were raised.