I’m no longer sure of who is actually wise, intelligent, or talented and who is simply well situated in a network of proliferated content. 

Horning is critical of viral content’s ability to change "the stakes of reading." “Having feelings is pointless if your performance of them is not as viral as the occasion that prompted them.” These viral items are really “trojan horses carrying a more significant piece of data: the proof of our social existence.” The Viral Self is a self that allows social media to unsettle our sense of an appropriate amount of attention. Therefore, engineering virality has moral implications. The pursuit of virality becomes hegemonic.