There is no better application of Pavlovian theory than the online reaction to the launch of a new social networking site. The new thing we're all powerless to resist is launched and we all immediately engage in the same exact conversation we had at the launch of the last new thing we were powerless to resist. Instead of asking "how is this different from [Facebook/Myspace/Ham Radio]," we need to go deeper and ask "How is this conversation different from the conversation we had the last time we uploaded our identities into the hot new algorithm that would eventually take over our lives?" If you can find a difference, it's a glitch in the Matrix and agents are en route.