Effective horror, after all, has little or nothing to do with gore or body-counts. ‘Atmosphere is the all-important thing,’ wrote Lovecraft, ‘for the final criterion of authenticity is not the dovetailing of a plot but the creation of a given sensation.’ This is the only test of weird fiction that matters: can the work excite, at its least mundane point, a particular emotional response, ‘a profound sense of dread, and of contact with unknown spheres and powers’? Creepypasta represents a kind of industrialized refinement of this art. It is a networked effort to deliver dread in as efficient a way as possible, with the minimum of extraneous matter. Like pornography, it is single-minded in its pursuit of a particular response.