Interactions […] were becoming less and less fruitful as its population grew; they were now forty hours into the crisis, and news of it had spread well into the sphere of casual observers, though still with little in the way of mainstream press coverage. The sub was now the home of a core group of posters and a sprawling audience of spectators whose demands for compelling news were growing faster than it could be produced. Attention-seekers were eagerly filling the void, and that, friends, is how you build a bullshit machine.