Dave, what you said is accurate. The move is structured in the same way as Directly Engage a Threat - in that move, you are GOING to take a Condition unless you pick an option from the list that makes that not happen. When you directly engage a threat , roll + Danger.
On a hit, trade blows [<-- you both get hit]. On a 10+, pick two. On a 7-9,
resist or avoid their blows
[<-- this means you don't get hit/take a condition.] take something from them create an opportunity for your allies impress, surprise, or frighten the opposition So, unless you 'burn' one of your 'picks' on "resist or avoid", you're going to get hit as well. That's the baseline assumption of the custom move: Unless you expend some of your mental wherewithal to stay above it all, you're going to give Influence to the Internet, and sometimes (maybe even most of the time) avoiding that consequence is just about all you can manage. (Well, not really ALL you can manage: as with Directly Engage, a hit means you affected the target, and in this move, a hit means you're going to get some external civilian help from a Fan; that is the success-state. Everything else is gravy.)