Why did the image go viral? One could say that it is because the artist ceded his copyright and so many bloggers who had the practical problem of illustrating their pages used it because it was legal. On the other hand, hardly if anyone attributed the image, as the license required. After all, despite all self-righteous yammering about what some 65-year-old is up to at Gagosian Gallery, a key facet of the the culture from which those websites emerge has been the systematic disregard of traditional image rights. Bloggers didn’t appropriate nuanced images because they didn’t want them. They need socially-constructed visual shorthand for mental illness, demonstrating not only an unwillingness to see these themes beyond the cliche, but more disturbingly, a reluctance to look for new ways of thinking about them.