A text on the internet rarely takes for granted your decision to read it or to continue reading it. There is often, instead, a jazzy, hectoring tone. At home my boyfriend and I use a certain physical gesture as shorthand to describe it. To make it, extend your index fingers and your thumbs so that your hands resemble toy pistols. Then waggle them before you, like a dude in a cheesy Western, while you wink, dip your knees, and lopsidedly drawl, “Heyyy.” The internet is always saying, “Heyyy.” It is always welcoming you to the party; it is always patting you on the back to congratulate you for showing up.
I would say that writing on the internet tends to be more popular when it satisfies the reader’s wish to be connected—the wish not to miss out. The writer, too, may have such a wish. I admit that I love it when another blog links to mine; there is great consolation in the feeling of having a posse.