The basic mechanisms of virality in social media apply to academic research findings as much as they do to anything else. Even within academic circles, when one of these findings is much more conformal to an overall worldview or to an overall picture, it can be the case that those two papers are cited much, much, much more than the other eight papers put together. The first one said, there's something really congenial to all of us to see here, and that's a problem, and I don't exactly know how to fix that.

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