Share buttons and prompts to “read more” treat readers like idiots who don’t know how to do basic tasks; meanwhile, a huge amount of faith is put in technology, which fails constantly. Embedded social media posts don’t load properly, videos expire, and the pre-populated tweet mangles the text. If there are high-res photos, they are often too large to display on a standard laptop screen, so one first looks at a face and much later scrolls to see a body. Should the poor reader decide to navigate the site’s categories via the drop-down menu, they must maneuver the mouse like a tight-rope walker, lest the proper choice vanish before they can click on it.

The head of a company that makes videos go viral explains exactly how it's done. The commenters go crazy. Very interesting in the specific sense, but even more so in the overall evolution of media.