This pretty much sums up my feelings. In the Canon? Yes, of course. It was "viral" before there were the online mechanisms that makes things viral as we've come to know them. It really started the most recent wave of Found Footage films, for good or bad. It may not have resonated with me even after three viewings between first release and last weekend but it's impact can easily be felt in pop culture.
I may not like it or find it scary in the least, but it's significant.