If we were able to say why, definitively, something went viral, then viral wouldn't seem so unusual or special, would it. We're all left to guess when something

If we were able to say why, definitively, something went viral, then viral wouldn't seem so unusual or special, would it. We're all left to guess when something like this takes off in an organic, viral way. What's more interesting than guessing at that is what the fallout will be for business--and the publishing model. That's what this story explored.