Washington Post:

If you ask Neetzan Zimmerman, a sort of one-man, proto-Viral Nova who defined the viral news genre in the early days, he’ll tell you that the momification of the Internet is something we should have seen coming a long way away. For one thing, moms own Facebook, statistically speaking, and Facebook owns the viral news industry. (“Facebook was obviously always going to be co-opted by moms,” Zimmerman said. “It’s all about gossip, baby photos, schmaltzy stuff — it’s so mom already.”) On top of that, marketers and advertisers adore mothers, the people responsible for most household spending.