Prologue: March 15, 2019 1
Part I
Chapter 1 Everyday People 15
Chapter 2 Raw and Random 28
Chapter 3 Two Kings 43
Chapter 4 Stormtroopers 56
Chapter 5 Clown Co. 65
Chapter 6 The Bard of Google 80
Chapter 7 Pedal to the Metal 91
Part II
Chapter 8 The Diamond Factory 105
Chapter 9 Nerdfighters 115
Chapter 10 Kitesurfing TV 123
Chapter 11 See It Now 136
Chapter 12 Will It Make the Boat Go Faster? 146
Chapter 13 Let's Play 156
Chapter 14 Disney Baby Pop-Up Pals Easter Eggs SURPRISE 166
Chapter 15 The Five Families 176
Chapter 16 Lean Back 188
Chapter 17 The Mother of Google 195
Part III
Chapter 18 Down the Tubes 207
Chapter 19 True News 218
Chapter 20 Disbelief 228
Chapter 21 A Boy and His Toy 237
Chapter 22 Spotlight 247
Chapter 23 Joke, Threat, Obvious 259
Chapter 24 The Party Is Over 272
Chapter 25 Adpocalypse 282
Chapter 26 Reinforce 291
Chapter 27 Elsagate 304
Chapter 28 Bad Actors 317
Chapter 29 901 Cherry Avenue 330
Chapter 30 Boil the Ocean 336
Chapter 31 The Master's Tools 351
Part IV
Chapter 32 Roomba 365
Chapter 33 Which YouTube? 377
Epilogue 389
Acknowledgments 405
Sourcing Note 409
Notes 411
Index 431