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Damon Centola of the Annenberg School for Communication explained the phenomenon of dangerous viral challenges: “Slightly dangerous or slightly risky challenges may have the best combination of high-enough riskiness to make it easy to create emotional excitement about participating, but low-enough risk that they can spread with only moderate levels of social reinforcement.”

https://www.wired.co.uk/article/in-my-feelings-kiki-challenge-drake Wired.co.uk