While product adoption may not be viral, perhaps product marketing is. One small blog picks up a story, which may in turn get picked up by a bigger blog, which

While product adoption may not be viral, perhaps product marketing is. One small blog picks up a story, which may in turn get picked up by a bigger blog, which then gets picked up by a major media outlet. The adoption profile still looks viral, even though the adopters are not communicating their preferences directly to each other through the social network.