Step One: Tumblr blogger uploads image of a dress, which some people think is gold and white, and others think is blue and black.

Step Two: Buzzfeed lifts Tumblr post.

Step Three: The Buzzfeed post receives 22 million pageviews and draws more visitors to the site at any one time than anything ever has before. By contrast, Buzzfeed doesn’t publish the pageviews on its interview with Barack Obama.

Step Four: Buzzfeed’s team offer their analysis of the site’s most popular story ever:

No cats were harmed in the making of the story. It’s the future of journalism…