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O NOEZ Not Pizza Rat
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You might have noticed that some memes and animated GIFs and videos that were everywhere are suddenly disappearing, like Pizza Rat. There's a reason. Meet this company, one of a few that buy the rights to popular Internet videos, GIFs, and memes and then hit everyone with take-down notices. And if that strikes you as bad, in one way, it is: They'll take stuff down even if fair use applies. But on the other hand, if you're the person who videotaped something or crafted a GIF, and suddenly everyone else is using it and not even giving you credit, let alone payment, wouldn't you want something out of it? (Washington Post)
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