You're about to send someone a link. Good! You put a lot of thought into it, and you're genuinely excited to share it and see the reaction. Let's just hope your friend doesn't do the most annoying possible internet thing.
Using the internet is only worthwhile if you can show off the perverse and wonderful things you've found on it. So, now that we're always online and always in touch, we're constantly sharing links. But what if you've seen it already? Lie.