is well, viral.
As opposed to the blatantly planned, stage managed and marketed that shouts, I'M VIRAL, VIRAL ME.
OK, there has to be some plan from either a random spotty student or by Global MegaCorp Inc's agency, or no virals would ever get made, but BL Ochman puts everyone straight on the etiquette here.
If they needed to be put straight (and apparently some did).