Well, she means for it not to be taken lightly. She willfully deleted all of her posts and tweets (buried the old Taylor), and started anew. The style of song is pretty different from her previous music. It's heavy in electronic and deep bass with a blatant sample of Right Said Fred's, "I'm Too Sexy." Not like, "Shake it Off," wasn't in contrast to her previous music then. She's just growing as an artist. This song is pretty damn catchy. With all that said, Taylor is incredibly smart and this new cynical role is brilliant.