Amused, Peretti sent a copy of the email chain to twelve or so friends, including one who posted it on his personal website. Within a week, Peretti’s exchange had been shared by people far and wide; first thousands and within a few weeks, millions. Along the way, it was picked up by mainstream media outlets around the world. To use a phrase that did not exist in 2001, the email “went viral.”

Tim Wu, The Attention Merchants, loc. 941