The BBC's trusty technology section, Click, has this week summed up the so-called increase in "viral video" websites.
Sites such as YouTube and Google Video are but two in a recent trend of new websites springing up offering users a chance to view, submit, rate and even buy video content. The coming-of-age of broadband is partly to blame, along with the affordability and functionality of today's video devices.
The article documents how users are "sucked in" by videos - unable to draw themselves away, and introduces a new breed of internet user - iVideots.
An entertaining read, BBC's Click remains as ever one of the web's finest weekly retreats.