Variable reward: You do something and put it on the Information Superhighway or the World Wide Web or in the Series of Tubes.
You expect some kind of feedback. It's like dancing on a table at a party. If no one laughs or claps, you've failed and you should feel bad.
Variable reward: The internet is only ever a party where you're expected to entertain. You only receive a reward for your entertainment value.
Think no deep thoughts.
Express minimal creativity.
Appeal to the masses and you may receive one glorious "like" for your sacrifice.