The metaphor of the virus misses the mark. It doesn’t engage in that behavior because it is bad or evil, it does it to maximize its chance at genetic survival. Social media is already seeped in such language, witness, ‘going viral,’ and for good reason. Language and ideas spread in a similar manner. In tech there are innumerable examples of companies that slowly built a foundation as well as the other industries he mentions, but for social media platforms, if you’re not growing at an exponential rate you’re dying, just like the virus. Just like his metaphor, the article breaks down into nonsense, with banal phrases such as ‘leave growth on the table.’ He opposes using euphemisms, but has no problem employing one when he advocates for less productivity.