That is the difference between virality in epidemiology and culture. A real virus spreads only between people. But a “viral” idea can spread between broadcasts. For most so-called viral ideas or products to become massive hits, they almost always depend on several moments where they spread to many, many people from one source. Not like a flu, but rather like a Broad Street water pump.
This is why for Amazon in the early days, any PR was good PR, because our product was great.
