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as Joel says, what about when it goes wrong, when it is misjudged and the proverbial hits the fan, turbo style. Look only at flippant corporate brand tweets that attempted humour and went spectacularly wrong. Don't you think clients are more likely now to be circumspect or is the risk reward still high enough to push the envelope?
He is so right in so many ways. I agree that laughter is contagious and that is why many of the viral movies are funny. You want to share what makes you laugh. Excellent find!