“I read it on the internet” has become a phrase which often generates mockery and epitomises gullibility or naivety about the online world. In the 1950s science fiction writer Theodore Sturgeon proclaimed that “ninety percent of everything is crud” which came to be known as Sturgeon’s Law. One can only speculate as to how Sturgeon may have adapted the percentage value of his law had he lived in the age of cat memes and online trolls.