The old Google made a fortune on ads because they had good content. It was like TV used to be: make the best show and you get the most ad revenue from commercials. The new Google seems more focused on the commercials themselves.

"Throw down a challenge." The articles bullet-points the book's suggested tactics.

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.

Facebook as a foundation.