Ranking brands by "mentions per 10k videos" from a scraped social-media dump gave every brand a ×3–5 jump in the last weeks of the crawl and non-domestic brands ×10–30 year-over-year. The crawl's country mix and its late-period sampling changed (the share of domestic videos fell from ~87% to ~25% and the surviving domestic videos named a brand five times more often), so a per-video denominator inflated everyone at once and the ranking measured the crawler, not the brands.