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1 Calling someone a “shark,” is usually intended to highlight that they do not shy away from taking advantage of other people to reach their goals. 2 LGBTQIA+ stands for Lesbian, Gay, Bisexual, Transgender, Queer, Intersex, and Asexual, plus other sexual and gender identifications. The most common acronym continues to be LGBT. From here on in this book, we will refer to the acronym that is used by our participants or by the researchers we cite; otherwise we will use LGBTQIA+ and, when talking about the silo that brings together people with these interests, we will also use the folkloric “queer.” 3 There were two “wars” between 4chan and tumblr: one in 2010 that involved mutual spamming (first of shock images by 4chan users to tumblr then of kitten images by tumblr users to 4chan) and another in 2014 where a tumblr blog posted a plan to shut down 4chan (some think this was created by 4chan users as a ruse), to which 4chan users responded by hijacking social justice tags on tumblr with gore content, which tumblr users responded to by burying the content into an avalanche of cute things (Knowyourmeme 2020b). 4 Sociality is a term used to describe how people are social in the world and how they experience being in collectives. 5 A social graph is the visualized network of interconnections of relationships, basically a representation of how users are connected to each other, their product pages and interests. An ego network is a slightly different perspective on the same thing – it focuses on individuals (egos) and their ties with other individuals.