• The article discusses the concept of "intentional fails" and how they can lead to increased popularity and attention. It suggests that purposefully disrupting established routines and expectations can be a strategic move to gain attention and transfer popularity from one topic or person to another.

• The author argues that by creating intentional failures or disruptions, individuals or organizations can capitalize on the curiosity and interest generated by these events. This can help shift the focus and discussion away from the original topic and towards the new, disruptive one, effectively transferring popularity and attention.

• The article also explores how this strategy of "routine disruption" is being employed in various contexts, from social media to politics, as a way to generate buzz, controversy, and ultimately, increased visibility and influence. The author suggests that understanding and recognizing these tactics can help individuals and organizations better navigate the complexities of the modern media landscape.