I had started this book at some earlier time and finally picked it backup again. It was fun to read something about viral culture but less fun to read it as a memoir of the guy who maybe invented the flash mob. Because, he talks about virality but in some ways injects his own attempts at making things viral into many of the chapters. And I’m sure he’s fine but I didn’t want to read about his experiments (many of which failed) I wanted to read more about the things that happened, not just him talking to his friend and BuzzFeed founder Jonah Perretti. Read like a long New Yorker article but not one I would necessarily finish.