The exact opposite of "going viral." Occurs in a manner akin to Sisyphus attempting to push a boulder up a hill only to have it roll down again and again, endlessly. Use "going spiral" to describe endless striving that yields no results in spite of one's best efforts.

Briefly, "the realization that each random passerby is living a life as vivid and complex as your own." Originally from the Dictionary of Obscure Sorrows, which has a lot more beautiful neologism definitions like this you might enjoy.