Viral marketing in social spheres

Jupiter Research have come out with a new paper Viral Marketing, Budgeting Beyond Social Media and everyone is talking about it as it promises a very viral future.
Emily Riley, analyst at Jupiter Research who wrote that paper explains that increased social activity online is responsible for the boost in viral marketing. "The viral effect that used to happen offline -word of mouth - is now exponentially easier and faster. What you end up having are things that spread very quickly across millions of people."
But do the numbers really add up? And what are we measuring exactly? The study said that viral marketers put 40% of their budget online which is double that of what online marketers put into online. Say what? How can online marketers not spend their entire budget online? Or to quote Cory Treffiletti from Mediapost
"I don't know about you, but I see an issue here. If 20 percent of marketers are planning on using viral efforts and just shy of 70 percent of consumers don't trust this kind of marketing, then approximately 80 percent of the companies surveyed are aware of the trouble with using viral marketing--and 30 percent of the consumers are lying."

But that is the trouble with statistics, if you torture the numbers long enough they'll admit to anything.