I get why someone would want to follow their favorite celebrity on Twitter. I get why people want to reconnect with old friends on Facebook. I get why a publication like DiS would want to get into it, and why someone would want to join the community. (I mean, sorta, why not just post ...erm, here?)

What I don't get is the massive rush to social media by ordinary businesses. I mean, who the fuck befriends their favorite furniture store? Why would anyone want to get a tweet from Procter and Gamble? Apparently Starbucks has, like, 2 million Facebook friends. Really, seriously? Who are these 2 million morons?

But it's all the rage. Explain to me how, for instance, a hardware store is going to attract new business (read: sales) from Facebook, et al.