Rob Cockerham says: "The Internet has a long history of tricking people into clicking on things. The latest version of this is the scourge of Facebook posts linking to Upworthy and Viralnova. The links promise something amazing, tear-jerking or unbelievable, while not quite giving two shreds of actual information about the video. I can't stand this tactic. I have a possible solution: Spoil the surprise. Just describe the goddamn mystery in the first comment."