"The marketing hordes are descending upon the passalong video, without really understanding what they're doing.
What marketers need to understand about most viral videos is that they are like car wrecks. We slow down and shake our heads. We can't believe what we're seeing. Or we are seeing something for the very first time and it's remarkable.
Now, as big brands (like Pillsbury) race the medium to the mainstream, all of that frisson is gone……….. No one invented this medium for marketers. The medium got here before we did."