Viral effects are a form of feedback. Viral effects aren’t about “viral marketing”. They’re about the transmission of stuff from one actor to another — in a classic increasing returns pattern: 2 people, 4 people, 16 people, 256 people you can pick your own exponent. That stuff can be flu bugs — or better stuff, like information, reputation, money…anything. The sky’s the limit in a hyperconnected world.

via The Age of Viral Feedback – Umair Haque – HarvardBusiness.org.