On the other hand ...
Social Networking - Fancy fad or future moneyspinner?
Tummler
Humankind - including adfolk, if you'll permit their inclusion in that genre - has always run with the whims of fad and fashion. As the eighteenth-century English actor-playwright Colley Cibber aptly put it: "One had as good be out of the world, as out of the fashion."
Even Rupert Murdoch, who doesn't immediately strike one as a dedicated follower of fashion, eventually fell for the voguish bauble of MySpace in the hope that it would make him an extra billion or three - a noble enough...