Merk noted that while measures such as body scans will not prevent the virus from spreading, it does reduce panic and the sense of helplessness, which Merk noted are key factors in contributing to the overall individual and business risk appetite.
The problem is that not everyone uses social media - it tends to be concentrated in major cities - and there is no guarantee people laid up in bed with a high fever will feel like broadcasting their symptoms to the world unless they are caught up in a media panic like the one around the H1N1 virus.