Ooh DJKQ, he's right got your goat, eh? (why have I assumed jr is a he?) I don't see it as any less meritorious than say, the articles on Facebook that were doing the rounds a couple of years ago in the broadsheets. I just think it seems very after the fact (as indeed, did they). The pompous reveal was a bit irksome, but as feature fodder for the chattering classes (my mum, thanks to the Daily Mail, still thinks Facebook is the work of the devil) who's to say what's going to sell?