As readership grows, so do customers and their talk. All it takes is for a brand to hint to a blog that a release is going to be “limited,” or offer a handful of really dope photographs, and the echo chamber starts. The pics and information are used by the community to start the hype and increase market demand. This is how hype blows up, and, suddenly, it's impossible to find what you're looking for. Back in the day, it took time for photos and information to spread slowly by word of mouth—like the speed of dial-up downloading a .jpeg. The same blistering speed at which Janet Jackson’s nipple shield “wardrobe malfunction” found its way onto your desktop.