It happened with Serial. It happened with Girls. It happened with #TheDress. Whether it’s tulips or the Kardashians, throughout history we have loved whipping ourselves into a state of frenzied obsession – and now the internet allows this collective fervour to exist on an unprecedented scale. Within hours, days or a few weeks, something you’d never heard about has become omnipresent, worshiped, critiqued, exalted, scrutinised. Your Twitter feed is full of people raving about it or slating it. Every website has a handful of think-pieces on it. Your friends are enthralled, and so is everyone in the office.