"Wen interessieren die Daten? Virale vernetzte Effekte: Die Mechanik der Netzwerke" [Who Cares about the Data? Viral Interconnected Effects: The Mechanics of Networks], lecture by J.-H. Schmidt at the symposium "Ach wie gut, dass jeder weiss..." [Oh, I am glad that everybody knows ...] of the ZDF in Mainz on 18 January 2009.