memes come on like illnesses. first they dribble in, fresh, waiting to take hold. then they flare up quick, and become ubiquitous, reaching for as much saturation as possible. the video becomes a gif, gif becomes jpg, catch phrases come out, and the thing booms. thousands of people make new content and thousands more spread the content. then at peak, it all gets really annoying. others complain. stop reposting this shit with new titles. etc. then the meme eventually settles down. the meme enters the chronic phase. occasionally there will be a flare up. some users seem to file memes away in anticipation of karma gained on nostalgia for memes at predetermined times. in 6 months we will see this gif again with new titles, and then in 12, 18, 36.