viral

I keep thinking about this, from Publishers Weekly:

Yes, teens spend a lot of time online. But for publishers trying to use that to their advantage, it takes more than just shifting promotional dollars to the Web. "Part of the trick to marketing books to teens online is that the most effective results seem to come from the coverage that appears most organic, viral and uncommercial in nature," says Tracy van Straaten, v-p of trade publicity at Scholastic.

wtf?

of-the-people, bottom-up, nonhierarchical

Dictionary
grass roots (also grassroots |--gras?ro--ts|)
plural noun
the most basic level of an activity or organization : the whole campaign would be conducted at the grass roots. | [as adj. ]
• ordinary people regarded as the main body of an organization's membership : you have lost touch with the grass roots of the party.

Thesaurus
grassroots
adjective
a grassroots movement: popular, of-the-people, bottom-up, nonhierarchical, rank-and-file.