When it works it just works ?

Got a viral marketing email from EMI thru a friend ... Thinking went along these lines immeaditly: "wow - 100 albums of music !" "The guys will surely not think I'm spamming if I 'spam' them with this" ... "after all being heavy music consumers themselves they all will surely value the chance to participate too." and off the emails went to about 10 persons within few minutes. When the motivation/price hits the target group virality works like old train toilet ? or then maybe not since most of the people did not bother to send the message onwards after all... so another pointless blog post by me.