When Giphy, a Betaworks-backed search engine for GIFS, launched last year, it was flooded with demand, so much so that the system completely melted down. It was 3 am on a Saturday morning, and the Betaworks team was able to pull together an operations person from Betaworks, one of the company’s hackers in residence, and an engineer from Digg, one of Betaworks’ most successful portfolio companies. By the end of the weekend, not only was the system back up and running, but Giphy had four full-time staff members working on the company.
这篇 New Yorker 的文章讲的是 Emerson Spartz 以及他的公司 Spartz Media 的故事。这个公司做了一堆网站，网站上的内容多是分享到社交网络上“骗点击率”的 -- 跟 buzzfeed 一样。他们每篇文章一开始都有2、30种标题，进行疯狂地测试，最后采用点击率高的标题。
Much of the company’s success online can be attributed to a proprietary algorithm that it has developed for “headline testing”—a practice that has become standard in the virality industry. When a Dose post is created, it initially appears under as many as two dozen different headlines, distributed at random.