So, say Mundus (if he is in there, idk) used malice to influence peoples decisions as well, besides using demons and money. I mean, why stick with just buildings? It would be interesting to think that virality was a some sort of agent in some grand plan for Mundus to actually be able to use people as demonic hosts/ turn them into demons or whatever. Once they've druken enough, he would be able to effectively turn them into demonic hosts; basically bringing a piece of Limbo into the other side of Limbo.