The memes. The viral puppy videos. The butt. We like to share and we’re increasingly driven towards talking about the same thing at the same time. Someone’s got to figure out a way to keep Internet sites up during our temporary obsessions. And it’s not easy. As Paul Ford explains, “You can’t just put Kim Kardashian n_des on the Internet and walk away — that would be like putting up a tent in the middle of a hurricane. Your web server would melt. You need to plan.” From The Message: How Paper Magazine’s web engineers scaled their back-end for Kim Kardashian.