A second tweet, sent the next day, a Sunday, and directed at a different set of editors, elicited a response. By that time, though, Catt had heard from a couple of other photographers who were all less-than-happy with BuzzFeed, and he had decided to poke around a little bit more. On Monday, he read up on BuzzFeed’s past copyright transgressions and on founder and CEO Jonah Peretti’s public comments on these issue, wrote his post, and sent it out into the wilds of the Internet.

“Other than those tweets I hadn’t contacted BuzzFeed or sent an invoice,” he wrote in an email. “I decided that I wanted to draw attention to the issue (and aping the BuzzFeed list format and using colourful language seemed a good way of doing that) rather than just having the “mistake” paid-off….So from BuzzFeed’s point of view, no, I didn’t give them a chance to make things right and pay before I hit the publish button.”

Not everyone wants an established platform to draw attention to their work, either; there’s an argument that having a photo featured on a big, well-trafficked site like BuzzFeed can benefit a lesser-known photographer. Every once in awhile, someone has to click through those credit links, right? It’s an easy excuse for skipping the annoyance of asking for permission to use a photo that you know is off-limits: after all, it’s the thought that counts.

Catt knew that, by posting pictures to Flickr, he ran the risk that a photo would be lifted. But he wrote in his post that, though he licenses about a quarter of the photos he posts under Creative Commons, which gives others the right to use them, he had kept this one under copyright for a reason: He thought that, perhaps, one day he would collect various “parent hacks” into a “10 Neat Things I Learnt While Being A Parent.” If the BuzzFeed editor had reached out and asked for permission, he would have said no—an inconvenience for the editor, who, after losing time while waiting for a response, would then have had to find another picture to use in its place.

Now that BuzzFeed has used the photo, though, it’s entered into that special sphere of the internet’s “sharing” culture where work spreads far and wide, often without any credit, losing any connection to its original creator. “I’m not really going to chase the image around Tumblr and the rest of the internet, DMCAing it back,” Catt wrote, referring to the Digital Millenium Copyright Act, which allows copyright holders to request that illegal copies of their work to be taken off the Internet. “I know that horse has bolted. I just wanted to highlight the complete PITA that would be and also how impossible it would be.”

He did eventually talk to BuzzFeed, which, at his request, paid $500 to the Chordoma Foundation as compensation. But with the blog post, he had already extracted a form of compensation in his own way, too.

Catt had a number of suggestions for improving BuzzFeed’s copyright practices, including using Flickr’s API to check the license on photos used from that site, and, if a photo’s copyrighted, pop-up a notice to the writer. But the fact is, it’s easier for companies like BuzzFeed to mostly-but-not-entirely follow copyright rules and deal with the vocal challengers, like Catt, when they infrequently pop up.

BuzzFeed itself is sensitive to the complaints it’s been getting about copyright, McCollum said. “We work hard to train new employees and keep quality control to a high standard,” she says. After Catt made a stink about the use of his photo in “18 Everyday Products You’ve Been Using Wrong,” the picture was quickly switched out for another, credited to The Mommyhood.com, the blog of Heather Alexander, who writes a column on motherhood for the Knoxville News Sentinel

Sarah Laskow is a writer and editor in New York City. Her work has appeared in print and online in Grist, Good, The American Prospect, Salon, The New Republic, and other publications.