[framschwartz]

Exceedingly few trends - whether companies, products, industries, etc. become popular overnight.

Truly sustainable trends have healthy growth curves, rarely propped up by huge spikes often caused by PR or unsustainable growth stunts.

If we showed you everything that was happening the day or even week it started to be talked about or searched more than 100 times per day, you'd see a ton of noise, 99% of which would be useless long term.

[wslh]

I understand that this is true in general but you can add intelligence to the process and filter the noise (even with errors). For example, if there is a disease that is propagating (e.g. flu) you can understand that this trend means something different than a music show trend that sparks around a specufic event.