"Over the last few years viral news has been co-opted by advertisers, pranksters, political operatives and others looking to sell something. When he can, Mr. Zimmerman tries to note when a story looks fishy and might harbor some ulterior motive. But telling the truth kills virality, reducing traffic. 'Once Internet culture eats itself, will I be able to do my job?' he wonders. 'When speaking truth to Internet culture doesn't result in traffic … when that happens, I may lose my edge and I'll have to find something else to do.'"