This is an excellent and inciting read identifying clearly the impact that social media web 2.0 sites have on the global wildlife trade and in particular the illegal trade of all species of slow loris. I enjoyed the analysis and source of data used to determine public perceptions. Analysing viewer comments and thumbs up ratings gives a very honest and clear insight into to the opinions and perceptions of the general public and viewers of this media content. It was particularly interesting to read the powerful physiological effect that celebrities have on their fans and followers. As shown from this study depending on the context of their posts on their personal blogs and other web 2.0 sites, their opinions can have an extremely detrimental effect – people will copy and mirror their idols to connect or feel closer to them. I also hugely agree that there needs to be better regulations on media sharing websites. As identified here, there is no option for this media content to be reported as illegal on these web 2.0 sites. This is something that needs to addressed!