The article is implying that corporations take from black teens specifically because they want to seem &quot;black cool&quot; (such as the case with IHOP using &quot;on fleek&quot; in marketing). In America a lot of what&#x27;s considered &quot;hip&quot; has come from black culture- jazz, hip hop&#x2F;rap, clothing, slang etc.<p>A majority of people who listen to and consume rap music are white. In the 90&#x27;s, tons of white people wore FUBU (a clothing brand whose name is an acronym for &quot;For Us By Us&quot;).<p>So I don&#x27;t think the article is only getting at corporations stealing black teens&#x27; viral content, but corporations taking ideas from black culture in general, with viral content being a specific instance.