Rob Horning, writing in The New Inquiry about virality. Emphasis mine:
Virality, unlike celebrity, isn’t about exclusivity or personal talent; it’s about moving information continually. Wanting to go viral is not the same as wanting to become famous. Whereas a famous person has become a someone, a viral self is always in process of becoming, always proving itself. But it needs only to be circulating; it doesn’t need to climb.
And later, on a different note:
In a consumer society, we aspire to be as popular as the products we are expected to crave.
That last part is brilliant.