A virus or some other pathogen emerges somewhere in the world. The media shifts into apocalyptic mode. Experts appear to be predicting catastrophe. Computer models project millions dead, if the right circumstances coalesce. Politicians declare emergencies. Pharmaceutical companies announce new products. Social media turns into a digital panic attack. And ordinary people, who just wanted to buy eggs and walk the dog, suddenly feel like civilization is one cough away from collapse. Wash. Rinse. Repeat.