Content is distributed through the internet as if it were a currency, with competing entities striving to amass the greatest wealth of crudely-drawn cartoons and cute pictures of cats. Indeed, it's possible that we didn't even know cats were cute before we gave them an inner-voice presented as white Impact font. Despite all the hours spent staring at bulletin boards, there is still no clear way to ascertain how or why any one piece of material will go viral over another. The greatest mistake we could make however is to assume any of this is particularly clever.

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