Popularity often comes at a high price, especially on-line where news, fads, links, and word-of-mouth literally spread at the speed of light. The creators of the popular “Hot or Not” site (http://www.hotornot.com) learned this lesson the hard way. Overnight, their traffic went through the roof. In response, they had to spend a fair amount of time and effort figuring out how to manage (and pay for) the traffic their site generated.