I wouldn't call it a fad, I think it's the natural progression of communication which will essentially be with us forever in some way. I think we are still in the period of experimentation, it's still new so there is a crazy amount of heat and investment in the area trying to work out what works and what doesn't where we end up with crazy and quirky ideas all tied to the idea of social.

I think eventually it will all setting down and there will be new pushes based on yet new tech.