I grew up in a Ukrainian Catholic-turned-Christian household, and that is my family's faith.
Human beings don't want to just enjoy something by themselves. They want to share that emotion - they want everyone around them to enjoy it like they enjoy it or hate it like they hate it. That's what makes a video spread.
At Microsoft there are lots of brilliant ideas but the image is that they all come from the top - I'm afraid that's not quite right.