The concept of viral marketing is simple… Implement an entity that is so compelling, so interesting, so valuable, that anyone who comes in contact with it immediately has the desire to share it with someone (or everyone) they know. In other words, it’s viral. But only in the sense that once that entity is out there, it takes on a life of it’s own, spreading and multiplying like some powerful yet non-threatening virus. As Martha Stewart says, it’s a good thing.