Is viral a reflection of desperation?

If bloggers live and die by content, is a viral effect only a representation of desperation?

If blogs, notably advertising blogs (note: viral isn't viral if only advertising blogs pick it up), are turning their dials to viral and constantly seeking it out, does their authority only communicate a misleading perception of viral behavior rather than a reality?

A blog certainly has the influence to create a contagious reaction, but if viral is a perception, the reach dies with their immediate audience's attention span. Does it matter if viral is a perception and not a reality? Perhaps not, however, if mostly perception-based, this could explain the point of friction between ad agencies and clients. At the end of the day, someone is asking for impressions and not touchy-feely write-ups.


(Blogging from the airport because I'm so fucking cool...)