The word "social technology" is a bit of a contradiction. Social technologies connect us like never before, but at the same time the superficiality of our social world, and our isolation, seem greater then ever. We are embarrassed by the rich emptiness of our world. Then again, maybe all you need to do to make rich connections is pick up a copy of BF3 where we can experience rich, genderless, race-less, class-less connections with others. It may nor be idea, but the contradictory and confusing brave new world of social technology is definitely something to think about.