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The entire internet was consumed by #TheDress after a blogger posted a photo to Tumblr with the innocent caption that she and her friends couldnt decide what colour the dress in the photo was

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[7] Ben Fischer of the New York Business Journal reported that interest in the first BuzzFeed article about the dress exhibited vertical growth instead of the typical bell curve of a viral phenomenon, leading BuzzFeed to assign two editorial teams to generate additional articles about the dress to drive ad revenue, [23] and, by 1 March, the original BuzzFeed article had received over 37 million views