Harold, when I say INATT, it's about meeting needs. It's not that you don't need technology, it's that there is more than one way to do it, (e.g. Yahoo if you didn't have Google for some reason). So it's about the learning/human need, and finding a way to meet it. Don't sell me FaceBook, sell me social networking, don't sell me Google, sell me search. Sell me the solution, and then find me the best technology match. It may be that Ning, or Elgg is a better solution than FaceBook *for my need*. So, maybe It's About A Technology, but It's Not About The Technology.