In June 2013, the BBC Magazine published an article about the cardboard box Finnish parents receive from the government with useful things for a newborn baby, including the box, which apparently many parents use for their babies’ first sleeps. Since then, it has moved in waves through internet traffic. According to an article discussing the article–can we get more meta here–. the story has had three waves of popularity, now exceeding one million shares. This kind of movement is called a long tail; yep, it has a name even if that name is borrowed from statistics.