A shark on the road is what it is. It’s a shark on a road. This is Ockham’s Razor 101. It didn’t happen. Yet it’s easy it grasp, it tickles the imagination, it allows us to be seen to be enraged or be one of the smarty pants who myth busted it. What it is, is bubble gum for the brain. But what we are missing is that this is precisely how the media – the “real” or “mainstream” media – has operated for decades. Now these techniques of mass anaesthesia are being used – thanks to the internet and social media – by people and organisations that have more sinister messages to spread than shark memes.