It's like clockwork: every month or so, you'll be scrolling through your Facebook feed and stumble across a video about a new ring or underwear, colour-changing straws or colour-changing nail polish, or "smart stickers" that claim to help prevent sexual assault. There's the inevitable swarm of uncritical media coverage that garners hundreds of thousands of views in a few days. But after a fleeting moment in the news cycle, the stories -- and ostensibly, the products themselves -- disappear.