A couple of weeks ago, my friend Andrew Acacio was staying over at my apartment. He'd just processed some film that he'd shot in the Philippines, and as we looked through the photos, an image of The Hulk caught my eye. I said if he sent it to me, I'd post it up on Tumblr, not thinking much of it. The file of this photograph left his laptop, traveled through my home wireless internet, some Google servers, and back through my wireless again to arrive at my computer, about two feet away. Soon it was floating around online, and a few people had liked and reblogged it. We were both pretty pleased when it reached 40 "notes" (Tumblr's cumulative counter for likes and reblogs); it was the most either of us had ever gotten on any posts we'd ever done. The next morning, Andrew checked his computer and saw that his photo had reached 3,000 notes. We couldn't believe it.