It freaked me out when I began to see this sort of thing happen without the deliberate prodding of a promoter like myself. I saw media conflagrations set off by internal sparks. In this networked, interdependent world of blogging, misinformation can spread even when no one is consciously pushing or manipulating it. The system is so primed, tuned, and ready that often it doesn’t need people like me. The monster can feed itself.

— Trust Me, I'm Lying by Ryan Holiday (Page 36)