In 2016, back when it still had a robust newsroom staffed with journalists, Buzzfeed published a feature article about empty nose syndrome, a rare condition that makes people feel like they are suffocating despite having a clear airway. The article opens with the heart-wrenching of Brett Helling, who suffered from empty nose syndrome and eventually died by suicide because of his condition. The article includes a photograph of Helling and his toddler nephew smiling at the camera.
Finding the story in 2024, a 404 Media reader saw that the photograph of Helling and his nephew now included a button that said “Shop This Image,” which invited him to buy dark beanies like the one Helling is wearing in the photograph. “BUY NOW” buttons under Helling’s photograph invited Buzzfeed readers to buy a “Katy Pom Pom Beanie” for $29.99 from Forever New or a similar black beanie for $59.99 from The Iconic.