One day last November, Mitch Japczyk, an administrator at an Illinois staffing agency, was called upon to help solve an office mystery. A handful of his co-workers were huddled around the office printer, where a one-page document had just printed itself out, unprompted. Nobody in the office knew what it meant.

“ATTENTION!” the document began. “PewDiePie is in trouble and he needs your help to defeat T-Series!” It went on to explain that PewDiePie, a 29-year-old Swedish YouTube personality, was in danger of being overtaken as the platform’s most popular channel by T-Series, an Indian music label and Bollywood production studio. In order to prevent this from happening, the author recommended five steps:

1. Unsubscribe from T-Series.

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