Internet traditions

There are a lot of Internet jokes that get circulated around, but only a few hit critical mass (such as the Rickroll). However, this is the first time I've seen a new one unfold while I'm paying attention. Courtesy of John Cole:

I am aware of all internet traditions and also of literary conventions in which placing something in quotes or in a blockquote means that your are quoting that person.

But here you are not.

It seems to me that what your are about is, well, sort of questionable.

Can you please expand on the idea your propose that putting something in blockquotes that does not appear at the linked item is a fair thing to do.

Just do a Google search to see how far this meme has been spread. It's hilarious.