People spread viruses by accident. It is not intentional to give someone a cold
When we ask people to spread things on behalf of brands, we aren't trying to trick them. But we need to make sure that they are getting something from it (other then the flu). If you think about telling a joke to your friends, the joke itself isn't important, it is the fact that you are making them laugh. People like to laugh, they look well on people who initiate it. And they re-tell the joke to generate the same social capital
So do we really want campaigns to get 'viral'? Or do we want to not leave it to chance, and create stuff that people want to share?
