[newman314]

I disagree.

It's hard to predict the path a particular meme will take once it has gone viral. Compare say "creepy girlfriend" to "scumbag Steve".

If you can predict with good to absolute confidence where a particular meme would go, then you have something extremely valuable that any marketing dept would go for.

Remember, most of these things happened unexpectedly to the people involved. I think you would be hard pressed to find anyone that a) knew in advance what would happen and b) wanted it to do so deliberately.

Making the best of a bad situation is not understanding this sociological phenomenon.