One of the internet's greatest and most curious powers is its ability to magnify the masses' attention on matters of trivial importance. This week alone the internet was gripped by the “totality” of the eclipse, the president staring at the eclipse (alright, relatively trivial) and, most recently, the so-called Rally Cat.

More on the cat in a second.

Whatever one's view of the virtues of this particular trait unique to the internet (and perhaps human nature), the fact is there is no reward for swimming against the tide. And as long as that's the case, lawyers could do worse than taking some marketing advice from Albert Watkins, the Rally Cat's lawyer.