According to Charlie Brooker, it's all one big attention conspiracy:

"Install this driver. Now update it. Now update it again. Register to login to our website. Then validate your membership. Forgot your password? Click here. Now there. Fill out this form. And this one. And this one. Please wait while TimeJettison Pro examines your system. Download latest patch file. Please wait while patch file examines own navel. Remove cable. Insert cable. Gently tease USB port with cable. Yeah, that's it baby. That's the way. Now show us your bum or I'm deleting your inbox."
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