That's not what I mean. Of course the buzz will reach mainstream media if everyone on social media seems to be talking about it.

What I mean is that the virality was bootstrapped by bots, which in turn was spread by humans. Virality can be maintained entirely by bots now, to give the appearance that there are more users than there actually are. But I doubt that the amount of humans using it is anywhere close to what the amount of engagement suggests. Which wouldn't be suprising considering the project is all about a large number of autonomous agents that interact with online services. It's a bot factory.