As I interpret it, the purpose of a hook is a big signpost to your players that says “hey the prepared adventure content is over thataway”

If they are down for the social contract they will presumably not be dickholes and interact with it. Of course, it is your job to make it engaging and give them a reason or shut all the alternate pathways off or however you want to do it. But likewise it is kind of their job to interact with the clearly marked “adventure is here” signpost as opposed to implicitly saying “naw fuck what you had prepared I think we would prefer you had to wing it, it’s what my character would do.” Ttrpg environments carry a significant implied social contract on all sides.

“You have been lied to” “This will change your life” “This one weird trick”.

I’m a little bit over hyperbolic claims in blog post titles.

This seems like pretty bad advice.

The poster seems to assume that just being near content is the same as engaging in it, even if they don’t know what to look for. They seem to think rumours aren’t hooks. They seem to think that everyone who goes to Waterdeep is equally likely to get involved in political schemes and a treasure hunt.

My suggestion? Tell the players what the hook is. Then, make sure the characters they make fit the hook. If the hook is a mutual friend, make sure they all know the guy. If the hook is a job posting, make sure they’re all looking for work.

Bonus points for having multiple hooks. Either you can move players towards the one that fits best, or you can give them options in which hook to focus on.