It started at Imgur, a giant online image hosting service, much like Instagram and others, where people post images of a wide variety and comment on them with any and all. How big is it? According to the latest numbers in January 2015, it is the 38th most visited site on the internet.

As it is, one of the images use in the first part of the pictorial was then posted on Imgur, with
the title, "The top chess players in the world, trying to play soccer..." Though this image was
also posted at the official Tata Steel Facebook page, this crop was unique to the ChessBase article.

With millions of images posted online every day, with subjects such as "Mantis Shrimp is smarter than me", there was no reason to think anything of it, except then it was taken up by another social network, Reddit.

As Alina herself commented when it was mentioned to her: "Nerd Alert!", and of course she is correct. Reddit is both similar and different than Imgur. Everyone sees everything, while upvoting items they like, and commenting freely, but there are many specialized groups where repositories of photos and other material can be found.