A friend reported an overheard conversation in a New York bar. A women came late to a group of 20 something or others and started to talk about her MySpace profile; immediately the rest of the table all had a go at her for mentioning the service. After a while debting the merits of the service, the conclusion was that whilst it was no longer cool and should not be mentioned in polite conversation. However, the next big think has not yet been spotted by this crowd so it is still an essential to have…you just can’t talk about it.