The media didn’t really do this, though. A bunch of social media stuff happened, but the news wasn’t doing breaking news alerts. And it gained traction because of Donald Trump’s carefully cultivated use of the media as a means of always being in the spotlight. Donald Trump is not just out there trying to avoid the headlines while he attends boring meetings or crunches numbers, he’s a showman. When he dips off the face of the earth for 5 days and his grifter network keeps using old photos of him to talk about how dumb the conspiracy is, it’s kind of fucking weird. Not because that’s expected of a President, but because that’s like his whole fucking deal.