Essay examines the various approaches that can be used to understand the spread of conspiracy theories and disinformation on social media. It discusses the need to move away from a truth-based theory and towards a more pragmatic approach, and suggests the use of meme theory and epidemiology to model the spread of these theories as "viruses." It also explores the possible preventive and repressive measures that can be taken to curb the spread of disinformation, emphasizing the need for proportionate responses.