Indie bands and guerilla marketing

It is truly amazing to see the sheer number of websites, books and articles that laser in on viral marketing, guerilla marketing, 'buzz', word-of-mouth, or any of half a dozen other terms that basically mean the same thing: having people "pass it on." This article discusses how viral marketing can be used by indie bands.
Perhaps medieval monks were the first viral distributors of information. Monasteries freely exchanged hand-written codices that were dutifully copied and then returned; the copies were in turn themselves copied, and so on. The result was the preservation of many essential classics of philosophy and science that might have been lost, and every time someone forewards a joke email or a jazzy new streaming commercial for Burger King, they are following in the same tradition, albeit with a generous pinch of banality.