Or the success of a well-written, trivial article. This article appeared in the art section of the Sunday Times (UK). I had skipped over it when I read through the paper. Then on Tuesday I received it in an email. The article had been cut and pasted into a normal email format (no HTML format) and was preceded by a simple sentence “This is a great article… read it if you have thirty minutes to spare.” Now it is turning up on aggregators and has just popped up as the latest article in the Essays and Opinion section of the mother of all internet pages: http://www.aldaily.com . What makes this kind of article addictive? What gives it its pass-me-on characteristic? Behind the secret lies the goldmine of successful internet publishing. In any case it’s a better way to court page hits than petty controversies.