On top of that, many online systems are set up in such a way that king-maker behavior emerges. When there's billions of {videos, tweets, pics, statuses, etc} on

On top of that, many online systems are set up in such a way that king-maker behavior emerges. When there's billions of {videos, tweets, pics, statuses, etc} online, and both the media and these networks themselves feature 'viral' content, random uploaded bits can achieve fame (or infamy) out of nowhere. YouTube has a lot of Internet-celebrities that started out with one random video that went viral, and now they have thousands or millions of followers. And look at photo memes - those were just random Flickr/Facebook posts that are now everywhere. To change this effect would perhaps require changing the fundamental way people network online nowadays.