In the ongoing battle between dismissive irony and well-intentioned trustworthiness, the early rounds always seem to go to those that sell snark.
Snark is clever and funny and easy to spread. Snark protects us from confronting the truth of the situation, and snark is incredibly easy to do. Snark is fun, but it doesn't look good on you.
In the long run, though, it's those with right intention, a long term view and consistent persistence that manage to win.
Good thing, too.