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When NBC tweeted Wednesday a vague, 44-character news announcement that included the hashtag, 鈥�#FriendsReunion,鈥� the world went bonkers. Reaction gifs were evoked. Memes were created. Nearly a thousand news articles materialized in less than 24 hours, fueling the frenzy over a TV show that ended well over a decade ago.

Except, the reunion itself isn鈥檛 a 鈥淔riends鈥� reunion per se. The six main cast members will appear together in a two-hour special 鈥� not for a revival episode but a tribute event to the comedy director James Burrows, who directed 15 鈥淔riends鈥澛爀pisodes in his prolific career in television. The tribute celebrates his 1,000th-episode mark.

The actors, in fact,聽may not even be in the same room during the special.

鈥淚鈥檓 hoping all six will be in same room at same time. I鈥檓 not sure we can logistically pull it off,鈥� NBC entertainment chairman Robert Greenblatt told reporters.

But executives knew that #FriendsReunion, however ambiguous, would create a buzz. After all, 鈥淔riends鈥� remains one of the most widely syndicated shows on TV, counting up to eight reruns every day between TBS and Nick at Nite. In Britain, where the show is broadcast on Comedy Central, viewership has聽grown 11 percent since 2015. And who knows how many viewers, both new and old, are streaming the sitcom on Netflix.

It鈥檚 been 12 years since the series finale, but "Friends" hasn鈥檛 lost any of its cultural clout. If anything, nostalgia for the antics of Ross, Rachel, Monica, Chandler, Phoebe, and Joey has rekindled its popularity.

For critics, it鈥檚 a perplexing 鈥� and often annoying 鈥� cultural phenomenon. The show was never considered groundbreaking or profound in its musings. Compared to the other quintessential 90s TV marvel, 鈥淪einfeld,鈥� 鈥淔riends鈥� is often considered insipid in humor and derivative in premise. When it premiered in 1994, reviews were tepid at best.

鈥淣BC's new sitcom "Friends" comes across like a 30-minute commercial for Dockers or Ikea or light beer, except it's smuttier.鈥� [The actors] all look nice, and it's sad to see them degrading themselves,鈥� one critic wrote in The Washington Post.

And yet.

The current popularity of 鈥淔riends鈥� can be attributed, in part, to a wider nostalgia for the 90s. For instance, the 1995 comedy 鈥淐lueless鈥� experienced a colossal revival two or three years ago, the peak of which was when rapper Iggy Azalea replicated the film in a music video. In the ranks of flannel, TLC, and cassette tapes, 鈥淔riends鈥� have been reintroduced 鈥� thanks to Netflix 鈥� to Millennials too young to have watched the early seasons.

But there鈥檚 more to it than Clinton-era zeitgeist. What makes 鈥淔riends鈥� so special, so fervently loved, and so viral in 2016 is its championing of lighthearted pleasantries. Its most chided elements 鈥� the provision of comfort and shallow pleasure 鈥� turn out to be the show鈥檚 most effective assets.

鈥淭he tug of nostalgia is strong, but Friends, which was 鈥榥othing more鈥� than a very funny, anxiety-free sitcom starring a supremely talented cast, almost doesn鈥檛 require nostalgia to be glowingly appreciated from this particular vantage point,鈥� 聽Salon鈥檚 Willa Paskin writes on the 20th anniversary of the show. 鈥淭he pure pleasure-giving sitcom has never been a rarer thing.鈥�

Beyond the general sentiment of delight, the script was also able to accomplish astute character development, aided by a cast of superb actors, of course.

In a blogpost on the Huffington Post, TV producer M. Scott Veach sheds some light on how 鈥淔riends鈥� was able to grasp one of most coveted elements of good writing 鈥� empathy:

And who wouldn鈥檛 want to have friends like Chandler and Ross?