“Toilet paper: now, only €25 per roll!” McAfee, Dettol, Norton, and UniCura — all antiviral names. The death of John McAfee last year was briefly in the headlines, but the news soon fell back into the old pattern. Coronavirus this. Coronavirus that. We couldn’t talk about anything else. Masks have become a common sight on the streets. Viral particles in the air or online: they instil fear in us. Antiviral soap here, antiviral software there. Stolen data and the one and a half metre society. But going viral doesn't have to be scary. From PewDiePie to Tiger King: rapid spread is not always a disaster.